PoPosted by
Barry Siskind
Community ManagerPosted by
Barry Siskind
Community Manager

Part of an exhibition’s brand is its name. Names need to be relevant, memorable and unique. The challenge many Organizers and facility managers face is in the creation of a name that fits all the criteria. When a new fair or conference or initiative is developed, many organizers and facilities turn to traditional marketing such as the use of focus groups to find the right name. The process can be grueling and often leaves decision makers no closer to a name than when they started.

In a recent article in Mashable, writer Sarah Kessler reported on the origin of some of the hottest names in the high-tech world.

http://mashable.com/2011/09/05/startup-names/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+Mashable+%28Mashable%29#view_as_one_page-gallery_box2279

For example the name Twitter was picked out of a hat. Apparently Twitter employees were looking for a name that matched the sound of a mobile phone buzzing. They narrowed their choices to two: Jitter and Twitter. They were unable to decide so both names were thrown into a hat and Twitter was chosen.

On-line game developer Zynga was named after company CEO, Mark Pincus’s Bulldog, Zinga.

Business Applications builder Twillo went in another direction. They invented a word.

The lesson seems to be that if you have an interesting concept for a conference or exhibition choose a name and get on with it. Over time, with feedback from attendees and exhibitors you will most likely have to hone or change the name until it is firmly implanted in the minds of the people you are trying to reach.

According to a Twillo spokesperson, “the name you choose doesn’t really matter. You always have to assume that you will change it later.”

Years ago if you were in the computer business you would have attended the Computer Dealers Exhibition. More recently the show you would have attended was COMDEX – same show, different name.