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Creating A Slogan
By Brian Meckler, Marketing Advisor |
A good slogan says a little about your company or entices people to come by your store. A great slogan positions your business and motivates customers.
Slogans are the glue that bonds your marketing campaign together. I have identified the main categories of slogans.
Unique - Every slogan should be unique, and most slogans are registered by law for a given amount of time. Unique in this instance involves giving your business an angle to help gain top-of-the-mind awareness. For example, Taco Bell uses, “Think outside the bun,” to lure people away from McDonald’s. When most people think fast food, they turn to the golden arches. Taco Bell’s slogan positions themselves as different from a burger establishment - and it is working. In a BusinessWeek survey, 34% of the 500 participants could recall the slogan.
Advantage
- If you develop a similar product as your direct competition, your slogan needs to address an advantage. Consumers often ask the question, “What’s in it for me?” Everyone in the competitive business world thinks they have an edge on the competition. A slogan identifies the advantage and tries to swing public opinion your way. Let’s examine the pick-up truck industry. Recently, Japanese trucks have been infiltrating the traditionally American market. The Toyota Tundra uses the slogan, “The truck that’s changing it all.” The advantage demonstrated here is that Japan is bringing a new and innovative way of thinking to the consumer. Ford counters with the slogan “Built Ford Tough.” The Ford example does two things. One, it fits the rugged desire of consumers by being “tough.” Second, it caters to the consumers’ fear
of losing domestic products to foreign countries. Ford is one of the oldest and most recognizable brands in America. Advantage slogans often give a glimpse into company values.
Inquiry - People love to interact and be a part of a specific idea. If you want to know people better, ask questions. A slogan phrased as a question can encourage people to engage your business because they take the question into themselves and in answering it, discover they are interested in what you are marketing.
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Fresh Gourmet Marketing (and other drivel) from Your Local, Quality Agency.
By Jason Jacobson
And there you have about 90% of an average agency’s day. Frankly, I’m glad most agencies use such bland, empty words. They call it marketing. I call it job security. People scoff at puns and shun clichés, but I don’t think most businesses realize that using listless language is worse.
Clients and business owners, I beg you, please stop believing the rigmarole of useless benefits like fresh and local. Here’s what they really mean.
Fresh- not from a can.
Do you really think we’re getting fresh mangos in Fargo-Moorhead? It’s impossible. Those ingredients are at least three days old before they hit the warehouse. And it’s the same for every business.
Gourmet- really expensive cans.
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