Question

Topic: Branding

Printing Company Tag Line

Posted by mbonacker on 10/13/2016 at 6:38 PM ET 250 Points
I recently bought an existing printing company (Advertising Arts inc). This company has been around since 1949 and primarily did screen printing ( signs and tee shirts),vehicle graphics and promo items.

We have since added new digital flatbeds and solvent printers as well as digital tee shirt printers. So we now have the capabilities to print on pretty much anything. The problem has been a lackluster past sales staff not getting our long standing clients to know everything we can print and i am constantly hearing "i didn't know you could do that". I would like a catchy slogan that encompasses all that we do from tee shirts to digital prints to
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RESPONSES

  • Posted by Gary Bloomer on 10/13/2016 at 7:45 PM Accepted
    Would you be perplexed if i asked you to make a print job inkier? What if I were to ask for something printier? I think you would. This is how I feel when questions appear on this forum asking for a name or a tag line to be "catchy". My point here is that "catchy", as a concept, makes no sense: it's a buzzword (and a BS one at that) nothing more.

    I've been buying print for 30 years. The things about print sales that have impressed me have always been the unusual examples of print I've been shown. So do that: show existing clients the new stuff you can do. Give them samples. Ask them to challenge you—on your dime—and then wow them with the results.

    Doing this will pull more weight than any tag line. You may not realize this but you've written the tag line and not noticed; it's buried in your question: Advertising Arts: You Name It, We Can Print It.

    Get the sales team on board by getting them to come up with wild things to print on: the more unusual the better. This then gives them a conversation starter with clients old and new: "Have you ever seen print on one of these ______________ (produces unusually printed item). Here's how we can help you stand out ..."
  • Posted by Mike Steffes on 10/15/2016 at 8:06 PM Member
    If all you have is inside sales, you should probably change that. And then do something like Gary Bloomer suggests.
  • Posted by tlcommunications on 10/18/2016 at 5:17 PM Accepted
    I respectfully disagree with Gary. I completely understand what you mean when you ask for something catchy. Something memorable, easily recalled, something that will help immediately position your company. But perhaps in this case its not JUST a line, but a line in conjunction with a memorable graphic. You are, after all, a printing company! I would suggest a series of postcards you mail out to your existing clients. Here's a free postcard campaign for you:
    1.) Front: A photograph of an orange with your company logo on it. That's all.
    Back caption: "We print on anything" Company contact info also on reverse side.
    2.) A young man's bare back with your company logo "We print on anything"
    3.) A horse with logo emblazoned on the side. "We print on anything"
    4.) Side of a farm house...you get the idea.
    If you have a good graphic artist who can do really good photoshop work, it shouldn't be hard.
    Important to keep it very very simple to maximize impact and singularity of purpose.
    Hope you like the idea.


  • Posted by mbonacker on 10/18/2016 at 5:22 PM Author
    Thank you for your insight and ideas. I think i may be making to hard like Gary said and sometimes simple to the point like " You name it, We can print on it" does to the trick. It just seems to blah to me
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