Know-How Exchange : Taglines/Names

What do you envision this tag line doing for the business?

Thank you for taking the time to respond, mgoodman! Some good points, for sure!

I feel that a tagline is important from a branding perspective. It will allow the target market to quickly and effectively sum up what the business stands for - and more importantly, as you mentioned, its benefit. I know that a tagline is just so important to get right though!

At the moment, our country is going through a recession and in our small town, people are especially reluctant to spend money on "luxury items" right now. I am hoping that by rebranding the business might help boost it during this tough time. The primary target market is men and boys - most customers are either men over the age of 30 and also parents of children (mainly boys) between 8-16.

So back to the tagline, I suppose that "fun" is a bit vague in terms of the benefit the business provides - but then that brings me back to: what IS the benefit? I thought I would find this so easy because I know the business, but I'm actually finding it harder!!!

My dad liked the idea of "Your passion in miniature" (in the sense that if you are mad about racing cars, for example, you could purchase a Scalextric track and if you have a keen interest in the World Wars, you can build the various army tanks etc - just obviously smaller than the real thing). I like the concept but the wording, for me, doesn't resonate and isn;t relatable (although I realise I'm also not the target market!) I agree that interviewing some recent customers is a great idea!

A few more questions:
1) Are your customers coming for the high-tech R/C stuff or the low-tech kits & layouts?
2) In your region, what separates your store from others selling similar things (especially, online)?
3) Are the customers basically buying and leaving, or staying and connecting with each other?
4) What's the name of your store? What region are you in?

Thank you for taking the time to reply, Jay! To answer your questions:

1) Are your customers coming for the high-tech R/C stuff or the low-tech kits & layouts?
Both!
2) In your region, what separates your store from others selling similar things (especially, online)?
I live in South Africa. I spent a few years in the UK and was amazed by how big online shopping is over there. In South Africa, it's not nearly as much of a thing just yet. It's growing, but slowly - mostly because of our unreliable postal system! So NONE of the other stores in our region are online. There are 4 other hobby shops within 50 miles of us - only 1 other in the same town. What separates us from other stores:
A) Our service - customers who have been to other stores are often amazed at our customer care in comparison to what they have experienced before.
B) We were the first hobby shop in our town. We opened 14 years ago and since then, 5 other hobby shops opened. Every single one only lasted a couple of months or years before having to close down. The one in the same town as us now has been in business for the last 3 years or so but focuses more on R/C whereas we have both R/C and modelling kits, trains, Scalextric sets and lots more.
C) Our prices - we are cheaper than the other stores.

3) Are the customers basically buying and leaving, or staying and connecting with each other?
They don't necessarily chat with each other but they do often stay a while and chat to my dad or his employees. My dad makes a point of getting to know them by name so that he can greet them by name when they next walk through the door.

4) What's the name of your store? What region are you in?
So loathe to say the name of the store! We are in KwaZulu-Natal, South Africa.

Thank you very much for your help. So appreciated!