Know-How Exchange : Advertising/PR

One more thing...

Creating a catchy ad campaign is totally different than creating a business name.

The classic example I use is Budweiser. The name and tagline: "Budweiser - King of Beers"

It's simple and clear.

But their current branding and advertising uses the tagline: "American-style Lager". They're tapping into the idea of being a true, "native", American beer.

And they run emotional ad campaigns like "Great American Heros", "Lost Dog", "The Clydesdales", "Budweiser Frogs", and so on. *This* is where they spend time, money, and energy on clever. But not for the core product or the business.

I hope this makes sense. Have a clear and concise name and tagline. And use creativity to touch emotions in your advertising.

Ooo...I like the "Stone Maidens" suggestion.

Gave me idea:

"Stone Mavens"

Of course, I also like "FabSlab"

Ok, so you've received a lot of ideas, best practices, and general business & marketing advice. But sometimes all this can be confusing. I mean, who do you listen to, right?

Well, I believe all the above comments are sound, solid, and correct. So in a way, listen to all of us.

I know what you might be thinkin': "Gee thanks.Great help, Blaine. Arrg!!"

Just bear with me for a sec. :)

1. Should you focus on your customers and the value you deliver? -- Of course.

Me, Marcus, and a few others touched in this from the angle of clarity. Be clear and concise...don't try for too much clever. If not executed near perfect, it screams the small business equivalent of a cheesy pick-up line.

2. Jay touched on and crept into what's known as "USP" (Unique Sales Proposition or Unique Self Positioning - there's a new version of it every week). In other words: what makes you unique? Why should someone pick you.

Jay hinted of "positioning". These two concepts go hand in hand.

In today's world, positioning can be almost anything. Especially in a market where everyone does pretty much the same thing.

It can range from having faster delivery times with less errors or the best customer service, to having pink hair or speaking in a casual manner.

So, while it appears Jay disagrees with the female focus (not calling you out, Jay. Just trying to interpret)...and I agree with him that most people aren't gonna choose you *only* because of your gender or gold forklifts (but many will)...

...however, I also believe being an all-female crew with gold forklifts *is* a great way to differentiate yourself and be memorable. It's outstanding, as a matter of fact.

But what everyone is trying to say is this:

You can't rely on those two attributes + a catchy name -- you have to deliver a stellar service as well.

Otherwise, you're setting yourself up to be the joke of your industry.


So What can you?

1. Pick a name and tagline that will sit right with your current and prospective clients. You don't want them to be embarrassed by simply saying your name. And you don't want to be so clever that your name and tagline need their own translation sheet.

I believe a subtle nod to your gender and/or equipment is just fine.
Again, I like the names "FabSlab", "Stone Mavens", & "Stone Maidens" best.

2. Study your biggest competitors. Pay special attention to their advertising, taglines, and especially the services offered. You're looking for ways to beat them on the "value front".

- Do they mention 48 delivery, but you consistantly deliver in 12hrs?
- Is there a popular brand of tile or style of stone you carry that the others don't?
- Do you offer some kind of customer service or consultation that beats the status quo?

A real-life example: I read about a family-owned kitchen remodel biz that lends out mini-ovens and portable stove-tops, and mini- fridges so families can still cook during the remodel. They're killin' it. Little things like this can make a huge difference.

Also look for things that are common in your industry, but nobody else is mentioning.

Things like:

- Exceptionally clean work space, during and after the project? Lot's of folks may do this, but do they use it as a selling point? If not, you can use this and focus on being the "cleanest".

- Flexible payment plans and financing?

- Guarntees?

- 1 month and/or 1-year Follow-ups to make sure everything is ok? (This may belong in the above list as a "unique service".

- Do you warehouse or protect the stone I'm a way that ensures quality? Again, others may do this too, but do they mention it?

- Is there a common type of granite that has a fancy name or is synonymous with higher quality? Does anybody mention it...even though they carry it too?


See what I'm getting at here?

Don't underestimate these seemingly little things. They can be the edges you need to stand out based on value.

You might be thinkin: but what if your competitors start saying the same thing?

Don't worry about someone copying you. They probably won't. And it's not worth your time to worry about "what ifs". You will get an edge simply by being the first and the best. If someone copies, they will look like the copy-cats *and* they have to try to master the service/positioning you already nailed down.

If the copying gets bad (which it probably won't), Keep a few of these differentiators tucked away in the Top Secret vault. That way you can whip out another killer differentiator when needed...and keep them running.

These differentiators may also come in handy if you have to refresh your services and show your clients you are growing and always offering something more...and even better: something different (even if all you do is shine a spotlight on something you already do or possess).

Hope this helps put the comments into perspective.

Thanks for all the input - I am sorry I was not clear about what I am looking for. I have a company name and we are well established in our area. I was trying to find some "catchy" or even "sassy" phrase to use with some of our advertising. Like when pushing stone specials or tile specials.

Thank you !

Can you answer some of the questions we asked about your business (What's the name of your business? Where are you located? What's missing from your name that you want to convey? Who is your primary target audience? Where? Why should they trust you? (Not because you have a catchy name, right?) What makes you different from, and better than, your competition ... once you get away from your gender? What's the compelling benefit you offer?)?

Hi Everyone,

I am closing this question since there hasn't been much recent activity.

Thanks for participating!

Shelley
MarketingProfs