Monthly Archives: February 2008

What Is A Good Tagline For A Microfinance Non-Profit?

Names + Taglines

I work for a non-profit (Microfinance Centre) that is a network supporting microfinance (financial services for poor and excluded) in transition countries. We came together with a tagline “Bridging the Market Gap” to reflect the work we do to extend financial services to those that are left behind by the market. However, we would also like somehow to reflect that we are a network organization so we do it in partnerships together with other organizations active in this field. The alternatives we have come up with are: “Together Bridging the Market Gap”, “Bridging the Market Gap Together”, or Microfinance Centre – a Partner for Bridging the Market Gap” I would appreciate your feedback on this tagline as well as any other ideas you may advice. Thank you!

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My confusion is who is referred to with the word “together” – the reader and your organization or your organization and someone else. I understand your intention, but it creates ambiguity.

Why do you want to convey the network aspect in the tagline? Does it help strengthen the benefit you’re providing or is it something politically motivated?

Who is the tagline intended for? Businesses looking for micro finance, other lenders, or donors?

As a business owner, I wouldn’t understand “Market Gap”. I would understand needing money. So a tagline like, “Connecting You With Small Business Lenders” would be more useful.

As a lender, I would think that “A Small Business Investment Cooperative” would be clearer.

As a donor, “Helping Small Businesses Succeed” would be on-target.

How Can I Market My Bathtub Reglazing Company?

Names + Taglines, Services, Starting Out

Our family company reglazes tubs, tiles, kitchen sinks for great price. It’s very convenient because instead of replacing it for so much money you can reglaze it.

Our approaches are hotels, apartment, buildings, residentials, and commercial anyone that needs to reglaze their tubs, clawfoot, sinks, and tiles for a fresh look without spending to much money on replasing.

We need help from you for a slogan and best ways to advertise.

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Taglines:

  • The Smart Investment For Your Bathroom
  • The Inexpensive Bathroom Makeover
  • Redo Your Bathroom For A Song
  • Happy Glaze Are Here Again

If you have a commodity product, you need to offer different service.
Don’t worry about the “family” business – that’s not a bad thing at all (and in some cases, can be turned into a strength). Competition isn’t necessarily a bad thing – each of your competitors will be helping to spread the word about reglazing. What you want is when it’s time to choose a reglazer, that your business is chosen because it’s the best for them.

Study your competitions’ marketing. Who are they targeting? Who are they missing? Landlords? Rental properties? Vacation Homes? Commercial? Hotels? Low Income?

To get known, donate your services (i.e., provide them for free or at cost) to local homeless shelters, etc. The goodwill will translate into free press releases (sent by both you and the non-profit). The photo op for the “grand unveiling” should be attended by local media and begin to establish you as a caring business. It will also attract interest from other non-profits in the area.

To ensure that you’ll be around in 3+ years, spend the time to create a strategic plan for your business. Most businesses start with an idea, use their savings, get some people interested, print business cards and flyers, and…fail in a year or so. The ones that spend time planning the business itself, figuring out who they are targeting, etc. save time and money and ensure lasting success.

What Is A Good Tagline For Electrical Service Company?

Names + Taglines, Services

I am currently doing research of companies doing Servicing & Maintenance of electrical equipment such as Transformers, Switchgears, Air Circuit Breakers,etc. The focus will be on providing educational services to the customers as well as to tackle environmental issues through these services. Some of the taglines that I’ve came up with are: We’ll do the work for you, Knowledge saves the environment, The ability to give you peace of mind, and We ensure you to be sound asleep everyday.

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  • We Make Your Home Shock-Free
  • Protecting Your Home From Bad Electricity
  • We Prevent Electricity Suprises

What Should Be In My Marketing Report?

Services, Starting Out

It has been one week since I’ve reported as a marketing executive in a company which owns a casual dining chain restaurant that serves Italian food. It is this company’s norm to conduct a week of mock service before the official opening of any of it’s new outlet. This mock service is basically conducted to train the all new employees and is done in a controlled environment where only a specific number of guests are invited for the complimentary lunch and dinner. I am now assigned to write a report on the mock service. How should I write this report and go about proposing strategies to enhance their business. I have done a small survey whereby I found out all the main entrance of the mall and also spotted the area where the traffic flow is really heavy. What else could I comprise in the report besides the traffic flow info and strategies?

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Can you read reports done previously? That will give you a feel for what they’re asking.

You asking us about a marketing report based on a watching people in the restaurant for a week. If you didn’t collect data, then you have two more sources of information: your own eyes (if you were there and watched) and the staff at the new restaurant.

If you were there, write about your impressions of the visit. Imagine being one to the people coming through the door. Would you come back? Why or why not? That’s the key question. As for the subtle things: everything from look & feel, to service & taste.

If you weren’t there, then you need to interview the people that were there — the staff. How did the customers seem to them? Did they finish their food? Did they ask for seconds? Were people smiling (other than for the free food)? Were they engaging with the staff (or were they talking in hushed tones).

Your observation of traffic flow within the restaurant is important as well.

How Can I Create A Customer Advisory Council?

Services, Starting Out

We’re looking to develop a customer advisory council to elicit responses from our clients and improve our service. Any suggestions on how to get this off the ground and sustaining momentum?

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You have 2 issues: internal and external motivation.

Internally, why are you creating the council? Is this a request from “on high”? Will the council have the ability to do anything more than report? Will the council threaten anyone politically?

Externally, why would someone report to your council? Presumably, you have a customer service department that fields problems.

The key to getting input is giving the council the power to resolve the issues. Otherwise, the only thing that will happen is the council will write up a report which will sit on someone’s desk.

The key to getting buy-in is getting the organization customer-centric. It’s more than lip-service and simply having fewer complaints. It’s about converting complainers ABOUT your company into fanatics FOR your company.

How Can I Market A Product as "Green"?

Products, Publicity

I’m working on a paper that recommends how to make a home service product “greener”. Any ideas?

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“Green” is often-used and poorly-defined term these days in advertising. To me is means that the life cycle of the product has less impact on the planet than other similar products. This could mean that: the packaging is using recycled (or easily recyclable) materials, ingredients that have few/no known negative side-effects, low embodied energy (didn’t take a lot of resources to produce it), disposing of the product has little (or no) impact (ex: it can be safely composted), or its manufacturer is utilizing better harvest techniques (ex: managed forests).

To make a product green, study its competitors and its life-cycle.

How Can I Market A Product as “Green”?

Products, Publicity

I’m working on a paper that recommends how to make a home service product “greener”. Any ideas?

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“Green” is often-used and poorly-defined term these days in advertising. To me is means that the life cycle of the product has less impact on the planet than other similar products. This could mean that: the packaging is using recycled (or easily recyclable) materials, ingredients that have few/no known negative side-effects, low embodied energy (didn’t take a lot of resources to produce it), disposing of the product has little (or no) impact (ex: it can be safely composted), or its manufacturer is utilizing better harvest techniques (ex: managed forests).

To make a product green, study its competitors and its life-cycle.

How Can I Market My Church?

Clubs + Associations, Publicity

Word of mouth/TV spots/and ads seem to be the traditional methods to promote a church. Anyone have any ideas on new ways to market a church? Our congregation is quite contemporary and I was thinking e-mail pieces might be a good idea. The only thing is I’m not sure how to obtain mailing lists or how to create the graphic design aspects. Any other thoughts?

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Who is the church hoping to attract? Young people? Married couples? Recently divorced? New to the area?

Marketing is about having a very specific conversation with a group of people, since one message doesn’t fit everyone.

You need a marketing strategy. First, identify WHO. Next, identify WHAT need they have that your church can help remedy. Finally, identify HOW your church is the best answer.

As for email vs. flyer vs. newspaper (etc.) – it flows from your strategy. The look for the piece should reflect the values of the church and probably include a photo of the church community. Create a non-threatening way for people to visit: open house, open events/seminars (not necessarily church-related), etc

What Is A Good Tagline For A Childcare Program?

Names + Taglines, Services

I’m searching for a tagline for my in-home licensed childcare program. My business name is Crayons to Castles Childcare. I’m struggling with putting in something about high quality care into the tagline or just making it go with my name. Suggestions? So far I have: “Where creativity and Big Dreams Meet”

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  • A Fun Place For Princes & Princesses
  • Where Kids Can Have Fun Safely
  • My Home Is Your Kids’ Playground

How Can I Get More Customers For My Mortgage Business?

Publicity, Services

I am a mortgage originator. I am looking to do a postcard mailer to get people to call me. I would like to get ideas for a catchy phrase that would make people call or email me. The mailer is going out to people that recently got married or are getting married!

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Imagine I’m the newlywed couple and I got a postcard from you. What would make me pick up the phone and call you?

  1. I’m in the process of buying or thinking of buying a home
  2. I don’t know anyone else doing mortgag
  3. I can trust you do help me.

A single postcard drip can’t do all this. Building a reputation takes time.

Instead, focus on what do newlyweds need. Stress reduction in financial guidance/planning? Planning for their children? Tax advice?

Give the newlyweds a free financial planning guidebook for newlyweds. Make sure it’s something of true value – worksheets for combining incomes, short/medium/and long-term goal-setting, retirement, saving for children’s education, etc. Make sure that the guidebook has your contact information on it.

Do a seminar on planning. Bring in some other financial experts for a freebie class.

Teach them how to save money in buying a house, why they should buy a house, etc.

All these are steps to build trust in you.

“If You Call By Midnight, You’ll Get A Special Gift” can work, but only if the prospects already knows you, trusts you, and is on the fence about buying from you.