Question

Topic: Taglines/Names

Tagline Help!

Posted by kellyt on 5/10/2018 at 12:58 PM ET 250 Points
I recently became the first ever Marketing Manager of a Midwestern trucking company and we need a tagline. Since copywriting is not my strongest skill, I'm hoping you all can help! We specialize in LTL (less than a truckload) 1 day deliveries in WI, IL, MN, and IA. We also have a few OTR (over the road) units too. The name of the company is Sutton Transport, still owned by the Sutton family. Pres likes Excellence in Motion, but that is already taken. Appreciate the help!!
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RESPONSES

  • Posted by mgoodman on 5/10/2018 at 3:40 PM Accepted
    A few questions:

    What is the purpose of the tagline?

    How/where will your target audience see/hear it?

    Who exactly is the target audience?

    What benefit can they expect if they select Sutton Transport for their LTL shipments?

    How are you different/better than your competitors?

    What are you trying to communicate with a tagline?

    What about "Excellence in Motion" does the president like?
  • Posted by kellyt on 5/11/2018 at 4:51 PM Author
    Tagline may be used on the side of the trailers, promotional items, radio advertisements, etc. We want to cause an emotional response from the viewer, listener so they can connect with our brand. Reliable on time delivery, customer centric service, Honest trustworthy family owned company. Target audience would be potential shippers. But we want to make sure everyone knows or recognizes the Sutton Transport name. Our CSA scores are very low (which is good!) much lower than the national average because we invest in new equipment and maintain them well. Also our on-time and Intact percentage bops between 98.5% and 99.5% which is also high. most companies only publish their "on time" percentage but we want to do better and publish both ontime and in tact. I think the president likes short and sweet, but not generic. he doesn't like that Excellence in motion sounds a little generic. We would like something with some double meaning, some wit perhaps behind it in the trucking/transportation industry.
  • Posted by Jay Hamilton-Roth on 5/11/2018 at 6:27 PM Member
    "Reliable, customer-centric, honest trustworthy" are likely generic statements that could equally apply to your competition.

    Why do people choose to hire your services? What do you do better/differently than they do? What would make a shipper emotionally connect with your message?
  • Posted by Mike Steffes on 5/11/2018 at 9:17 PM Accepted
    "Sutton's on the Button"
    Sutton Transport
  • Posted by chiron34 on 5/13/2018 at 3:56 AM Accepted
    Do your customers have to book ahead, say by calling today for a pick-up tomorrow or further on? Or do you respond instantly to a phone call from a customer with an immediate pick-up request? Would this be a distinct point of difference with competitors?

    Also when you say 'less than a load', what is the nature of the products you usually carry? Are they packages or loose load construction materials (as an example)?
  • Posted by kellyt on 5/14/2018 at 11:18 AM Author
    @chiron34 Our freight is booked by the pallet or "spot". We don't usually ship loose freight. The contents of the pallets vary greatly. From manufacturing products to office furniture and lawn tractors.
  • Posted by kellyt on 5/14/2018 at 11:20 AM Author
    To book a pick up the normal procedure is to call at least a day in advance, but we can do emergency pick ups for special circumstances. Our largest customers have a trailer docked at all times for them to load and then we just pick up daily.
  • Posted by kellyt on 5/14/2018 at 11:25 AM Author
    The difference between working with us and a larger corporate LTL transportation company is the personalized service, honest follow up. You aren't just a number at Sutton Transport. We have newer equipment than most carriers, that is one of the draws for our drivers. Even though we are growing rapidly (had 88 drivers 3 years ago, now have 140+) we strive to deliver the same quality, personal service that we have offered for the past 39 years. Does this help?
  • Posted by Jay Hamilton-Roth on 5/14/2018 at 12:18 PM Accepted
    How about "Honestly, The Best"?
  • Posted by fla on 5/17/2018 at 5:34 PM Accepted
    If the company is on time:
    SUTTON O'CLOCK
    Consider adding "DELIVERY" or "TRANSPORT"

    If the customers can choose the size of the load:
    From S to XL

    Both?
    SUTTON O'CLOCK. SMALL TO XL TAILORED DELIVERY.
  • Posted by solodun on 5/23/2018 at 5:48 PM Accepted
    Sutton Transport
    Superior Service with a Personal Touch
  • Posted by saul.dobney on 5/25/2018 at 5:14 AM Accepted
    [Like Mike's Sutton on the Button]

    Sutton. Demanding Deliveries Done Right

    Sutton. Superior Shipping Services

    Sutton. Carriers with Care

    Sutton. The Clock is Running

    Sutton. Business Class Deliveries

  • Posted by Shelley Ryan on 6/8/2018 at 5:40 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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