Question

Topic: Taglines/Names

Culinary Italy

Posted by sailaway2006 on 1/17/2017 at 3:50 PM ET 250 Points
Our dilemma is that there are quite a few companies who do this, but we are trying to attract an upscale foodie market in our area. It is a niche that we are trying to establish within our agency. We have an established website and Facebook page and would like to add this new venture with an appropriate title and tag line. We will do sightseeing, visit restaurants and markets, do a cooking lesson as part of the program on the Amalfi Coast.
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RESPONSES

  • Posted on 1/17/2017 at 4:48 PM Moderator
    Tell us about the "upscale foodie market" in your area. How do they currently demonstrate their "foodie-ness?" Is it with travel, frequent dinners in local restaurants, watching cooking shows on television, hiring chefs to prepare and/or tutor them, other? Who ARE these people? What would they consider a benefit of your offering? Why should they take one of your excursions? Where do they usually travel? How frequently? Etc. (Habits, practices, attitudes, awareness, values, beliefs, etc.)
  • Posted by sailaway2006 on 1/17/2017 at 4:56 PM Author
    mgoodman,
    thanks for your response. I can see that I have to do some more homework. I have not considered some of your questions, as we are novices at this. One of our target audiences are the folks that regularly come to monthly gourmet dinners at this one restaurant, which is where we plan to start. Can I think about your questions and get back to you?
  • Posted on 1/17/2017 at 5:32 PM Accepted
    Of course. The up-front thinking about your target audience and the benefit that's most meaningful to them is usually the most difficult and time-consuming part of creating a marketing plan (including the name/tagline). I've done dozens -- perhaps hundreds -- of these, and it's the up-front work that is always critical to success.

    You might start by interviewing some people in your target audience. Just ask them a few high-gain questions and let them talk. Take detailed notes and ask follow-up questions when appropriate. Don't try to sell them on your concept or lead the witness. Just ask your questions, take lots of notes (including the words they use), and nod a lot so they know you are listening.

    You will be amazed at how much good information they provide. After you have a dozen good interviews your notes will lead you to a plan and a name. Guaranteed.
  • Posted by Shelley Ryan on 1/31/2017 at 5:33 PM Moderator
    Hi Everyone,

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

    Thanks for participating!

    Shelley
    MarketingProfs
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