Know-How Exchange : Advertising/PR

I like the spin on Biggest Loser, but Fittest Trainer.

That opens the door to define fittness (as it applies to training). As in fitness, it doesn't mean the thinest. So you measure your fitness in training by increasing the skill set in the seminars you are conducting.

You could also do this by selecting a sport

Black Belt Training
Kung Fo Training
Training Marathon

Dear julieastd,

Please, avoid "catchy" as you would the swine flu.

There's no business, organization, product, service, brand individual, or company on the face of the Earth that needs "catchy".

What you need is significance, relevance, and a solid connection between the information you'll impart and the audience who will soak up, take away and, with luck, use the information you'll be delivering.

I have a tough time wrapping my mind around the notion of fitness and workplace learning, as, I suspect, will many people.

Perhaps a better way to look at your desired outcome is to concentrate on sharpening, honing, and improving conference attendees' edge, not their fitness.

If I'm your ideal attendee (and there's no reason why I couldn't be) the idea of my having to improve my fitness sounds like I'll have work to do.

But if you offer me the chance to gain an edge, suddenly, I see
the potential to acquire some kind of competitive advantage that requires me to do less work, and that focuses on the strengths I already have.

"Fitness" to me sounds like I'll need to acquire a six pack and run up hills and get all sweaty and out of breath. Giving me an edge puts pictures in my head of being given tools that allow me to sharpen, hone, and whet my existing skills.

The differences are small but they're never the less, significant.

Getting fit implies that I'm not already fit, that I'm slovenly, out of shape, and a tub of professional lard. Helping me sharpen things up implies I'm already a shining blade, but that I'll be an even sharper blade AFTER my attendance.

And the theme of some kind of Creative Edge, Learning Edge, and so on is one you could use to brand not only this year's event, but futures events as well: EDGE 2010, EDGE 2011 and so on.

And if EDGE needs to stand for anything, there's no reason why it could not stand for:

Employee (or Employment)
Development
Guidance
Expo

EDGE also has all kinds of marketing angles: "Will YOU gain an EDGE this year?" And so on.

I hope this helps. Good luck to you.

Gary Bloomer
Wilmington, DE, USA
Follow me on www.twitter.com @Gary Bloomer

Train Smarter, Not Harder
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