Notes from Jeff York

Small business marketing thoughts from a marketing small business owner

Posts Tagged ‘strategy

Tell me your name

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df07_12_18_javaOnce upon a time, there lived a coffee brand. The ad agency for the coffee brand created a tagline for that brand that integrated the name of the product into the message.

Fill it to the rim with __________.

Unless you’re pretty young, you know exactly what the product is. Here’s a few more.

___________, take me away.

Please don’t squeeze the ___________.

Seemingly since the 80’s, there’s been a movement toward non-identifying taglines:

Just do it…It’s the real thing…Think different. Three exceptionally strong brands without indentification. Which is better? I don’t know if there is one right answer, but I’d love to hear your feedback on that.

As the (former) Creative Services Director for a FOX affiliate, I created the station’s tagline: Your FOX Station. I really didn’t care if people knew FOX 44. All I needed to achieve was people to know that they were watching the (only) FOX affiliate in the market and remember it long enough to write it in their ratings diary. When I did research before launching that tagline, I was shocked to see how many FOX affiliates were employing the same strategy. None.

In creating a tagline for your company, I suggest bucking the trend. Integrate your name or trigger into the brand. That way your messaging refinforces your brand.

What are you doing now for your tagline? What research did you conduct before launching the message? Do you have any lessons that you learned that you can share with us?

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Written by Jeff York

January 3, 2009 at 3:05 pm

Marketing in a difficult economy

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As a business owner, current economic times provide you with endless challenges and possibly sleepless nights. When you’re worried about dwindling sales and if your bank is going to pull your credit line, it’s hard to think about growth. Ever wonder what the smart business owners are thinking about during these turbulant times?

How do I grow market share?

There it is. The smart businesses around us are thinking about turning these challenges into an opportunity. They are getting the message out there about their goods and services. They are developing top-of-mind awareness in the public at a time when their competitors are pulling marketing dollars off the table. Why? Exactly for that reason. The best time to build market share is when there’s no opposition.

In the past, I’ve written about cutting through the clutter and getting your message heard. Times like these make that task much easier. Fewer messages mean it’s easier to remember yours. Put your message out there. Repeat it over and over. If you do that, what do you think will happen?

In a recovery situation, you will be miles ahead of your competition. You will have built tremendous value in your brand and increased your opportunity to gain market share.

I know it’s hard to think along these lines when it seems like the sky is falling and money is tightest. But this truly is an opportunistic time. If you’re thinking about cutting back on your marketing budget, I would caution you to perhaps examine your strategies and concentrate your efforts to maximize success. If you’re thinking about cutting your marketing budget altogether, I have a message for you from your competitors:

Thank you.