Know-How Exchange : Taglines/Names

Who is the target audience? Is this a consumer product or a B2B product/service? What are the greatest unmet needs among your target audience?

The best taglines speak to the target audience about what's on THEIR minds, not about what the manufacturer/marketer wants to tell them. It's more important to understand your target audience than your product offering.

In what country/region/state are you operating? I'm assuming this is a local business, right?

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Oops...should be;

Customized Security for Your Every Need!

Hey guys. Some answers for you

Who is the target audience?
banks

Is this a consumer product or a B2B product/service?
B2B

What are the greatest unmet needs among your target audience?
Reliability and flexibility

In what country/region/state are you operating?
International

If everyone says 'it' then you can not.
They say it when they sell, but no one is using it as a brand promise.

What do your clients seek when they ask you for information about your products?
To see how it fits their needs. To see how reliable it is.

We would like to shot for reliability, because it seems to be the most important thing our customer wants to get.

I guess I'd start by looking at what your customers in Switzerland are saying and doing. The Swiss are seen as the ultimate in banking security, and setting them up as the "gold standard" could help you shortcut the communication in your new tagline.

I'm thinking of something like, "As reliable as the Swiss Alps."

You have a particular problem here because with an international market, you have to be sure your tagline translates well into every language and means the same thing to everyone.

If possible, you should narrow the target audience. Your tagline will be much more effective on a narrow audience than a broad one. For example, are there some kinds of banks, or banks in certain countries, that are more important to you? All banks worldwide is really a large target audience. How do you reach the ones in China? Are large banks like HSBC or BofA as important to you as smaller, independent banks? Or is it just banks who do business internationally?

I think your biggest challenge is narrowing the target audience to a reasonable size, and simplifying what you're trying to do. Your marketing challenge sounds incredibly complex. How do your sales reps decide where to prospect and sell? How many sales reps do you have? Or, when you say your market is international, do you mean you sell in both the US and Canada?

mgoodman:
Unfortunately, there is no way to narrow the target audience. We have around 50 sales reps, each responsible for specific country/region, trying to sell to whoever they can sell. They live from commission, so they work pretty hard to make sales happen.
You've made a wrong assumption about Switzerland - the company is in the USA (i was born in Switzerland, but that is kinda irrelevant)

Cmon, guys, anything?
Anything that is not a cliche?

forcasey:
I think that applies to any company/business...
We'll prove how good we are once we sold and delivered the product.
The target is to get the customers to choose us over competitors (so far everyone looks the same and new customers having problems to decide as everyone says they are the best)

peg:
What I meant by "reliable" is that we try to make our products (whatever they are, and yes, there are many different ones) of such quality that it will never affect business of our customers in a bad way.
If our product breaks or does not work the way it's supposed to - our customers loose money. It happens a lot on the market, so we try to show that with us it won't happen.

I didn't assume you were in Switzerland. I was reacting to the fact that you described your market was "international," and I believe that Switzerland has the reputation as being the ultimate in bank security. If your market area is so broad as to include Europe, then I would think you must have at least a handful of Swiss banks.

If I'm wrong and you don't have any Swiss customers, then the point about referencing the security of Swiss banks is still not a bad idea. Why not ask your rep who covers Switzerland whether he/she could help get a few Swiss banks on board. If that's a problem it might be interesting to know why they reject your products.

I'm still thinking that your target audience definition is too broad, but I'm going to have to live with your statement that you can't limit it. All banks everywhere in the world is a lot of banks. You'd be lucky to have a market share greater than a fraction of one percent. Wouldn't you rather have a 35% share of a narrower market?

peg: Very interesting input there, it got me thinking. I assume the problem is a wide product range we offer to customers and specific details explaining reliability are different for each product (strong materials for safes, smart electronics for alarm systems, latest technologies for surv.cameras, etc.)
But for every product developed and manufactured there is a specific process, there are people making sure everything is under control, there is ISO, etc. - we take quality very serious and that makes it reliable.

mgoodman: sorry about misunderstanding. Yes, we do have many customers there, but I think such tag line would make people think we are related to switzerland or a swiss company (exactly why I misunderstood you)

JudyJudyJudy:
I like it, it's something we could work with
Thank you

Customized Security Interests Savvy Customers


Sell your clients on what sells their clients.

Good Luck!

peg: I like what it says, I guess I have to try to make it short and catchy

NovaHammer: Soory, I didn't get your point))

Thank you guys for your help
I understand that without sharing more specifics about the company it is hard to come up with something original, so I accepted the answers that helped me do my thinking.

Peg: special thank you, you helped the most