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This question has been answered, and points have been awarded.
Name For An Event Planning Business
1/18/2013 at 11:33 AM ET
I am in the beginning stages of starting an event planning business. I want to start networking and handing out business cards but am having trouble deciding on a name. I was thinking of Sweet Celebrations.. by Candi as a play on my name but I don't want to seem too juvenile. I want do weddings and private parties, big or small. Will a name like Sweet Celebrations limit me to children's birthday parties?
Any insight would be much appreciated.
1/18/2013 at 3:30 PM
"Sweet Celebrations.. by Candi" sounds to me that it would likely pigeonhole you to lower-end events. "Sweet Celebrations" also sounds more like a company that offers gift baskets for parties, rather than event planning.
1/20/2013 at 5:12 PM
If you want to do weddings and private parties, I would think a name that is more "grown up" would probably be better. A name that isn't so "cute" and that communicates your unique benefit-oriented positioning would be best.
My suggestion: Prepare a Creative Brief for the naming project. It will force you to think about what you really want to stand for and be known for. Wouldn't it be great if just by saying your name you could deliver a strong and compelling sales message?
Ruth P. Stevens
1/20/2013 at 8:42 PM
Choosing a business name is never easy. To me, the best approach is to be straighforward, versus cute. you want the prospect to immediately grasp what you are offering.
Are you planning to be a sole practitioner? If so, then your name should be part of the brand. Like Candice Cummings Spectacular Events, or Event Planning by Candice Cummings.
If you are planning to build and later sell an event planning business, then your name is less important. But I would still suggest you make the business name very clearly about the service offering.
1/21/2013 at 11:26 AM
Stop considering names that appeal to you. A business name has to have appeal - and meaning - to its potential customers. "Sweet Celebrations" fails to do that, fails to tell anyone what business you're in, what services you offer.
The name should include the words "Event Planning" (or Planners, or Planning Specialists) to be best understood by your potential audience...and it should probably be "(Pick-a-n-Name) Event Planning, Inc." 'cause there are all kinds of reasons why you should incorporate that business. Ask an attorney to explain them to you before you take on your first client.
1/21/2013 at 4:54 PM
Thanks for all the feedback. I'm convinced Sweet Celebrations is just not the name. I'm now leaning towards Events Unlimited or Occasions by Candice as these are more likely to appeal to my target audience.
1/21/2013 at 8:20 PM
If those are the two finalists, you can compare their appeal among your target audience using a simple test based on Adwords. That's certainly better than (a) using your own biases and preferences, or (b) looking to us to push you toward one or the other. (Are WE your target audience?)
When we did this for another business recently, we tested 3 names, found that two of them were significantly preferred over the third, and generated 2-3 bona fide leads in the process!
Let me know if you need a referral to a market research professional who can do this test for you. Use the email address in my profile.
1/21/2013 at 10:25 PM
Full-Circle Event Planning
Just to name a few...:-)
1/23/2013 at 12:23 PM
Thanks for all of your time and expert suggestions. They were all helpful!
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