Question

Topic: Advertising/PR

Adding Signage To Company Vehicle - What Do I Say?

Posted by dan.ashe.mit on 3/2/2018 at 12:17 AM ET 125 Points
On the back of my pickup, is my company's logo, name and tagline. Challenge Applications "better leaders, better teams, better results." (see what we do at www.challengeapplications.com).

I want to tell people in the greater Seattle area what we do. Here's what I'm thinking. What do you think?
- Professional Development
- Leadership Training
- Team Skills Instruction
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RESPONSES

  • Posted by mgoodman on 3/2/2018 at 10:35 AM Accepted
    Please don't be offended, but you are the only one who cares what you do. Others in the greater Seattle area only care what you can do for them.

    One problem: "Challenge Applications" doesn't mean much to most folks, so the name isn't helping you with the communication. That means the tagline has to do all the work -- a lot to ask of 5-7 words.

    Another problem: Your target audience is really just a small fraction of "the greater Seattle area." 90% of the people who see your signage won't have a clue what it means or why they should care.

    Another problem: The benefit -- which you should want to communicate -- isn't a simple, easy thing to communicate ... because what you deliver isn't a simple straightforward thing.

    My opinion: Don't try to communicate what you do. Instead stick with, "better leaders, better teams, better results." Perhaps add "Delivering" at the beginning. So:

    Delivering Better Leaders, Better Teams, Better Results
  • Posted by Jay Hamilton-Roth on 3/2/2018 at 11:35 AM Member
    A few more words are unlikely to clarify what you do (or for whom). Instead, how about showing what you do with imagery that's likely to connect emotionally with your audience? That'll convey your benefit quicker as well.
  • Posted by Mike Steffes on 3/2/2018 at 11:53 AM Member
    Delivering Sharper Leaders, More Effective Teams, Better Results

    Delivering Better Leaders, Teams, and Results
  • Posted by Peter (henna gaijin) on 3/2/2018 at 2:19 PM Member
    I would work off of the headline (We help people become a better version of themselves) and subhead (Active. Engaging. Skill-focused.) from your web site. The head is a benefits oriented statement - telling people what they would get out of it. The subhead tells a bit about how it would happen, which for self-improvement services is often important.

    Wasn't clear from your post if your URL is on your truck. If not, make sure it is there.
  • Posted by Gary Bloomer on 3/4/2018 at 12:38 PM Member
    Use your phone number, your web address, and the working "Become a better version of yourself".

    That's it.

    The more visual clutter you include on your vehicle, the more you will confuse people.

    If there's more information that I've outlined above on your truck, car, whatever, you'll lose people's attention.
  • Posted by Gary Bloomer on 3/4/2018 at 12:40 PM Accepted
    ... and remember: no once cares what you do.

    They want to know what you can do for them.

  • Posted by dan.ashe.mit on 3/4/2018 at 4:25 PM Author
    I appreciated the brutally honest feedback.
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