Monthly Archives: September 2008

What Is a Good Idea For A Construction/Repair Listing Advertisement?

Publicity, Services

I’m developing a business plan for a new business and am looking for an ad campaign/marketing angle for 30 second radio spots.

Our company will sell categorical listings of construction/repair companies whom we have pre-screened, and whose work we determine to be consistently above average, to homeowners and business owners who are actively looking for someone to hire. The price of a listing is still being considered, but we thinking they’ll start below $30 for the cheapest categorical listing (probably be handyman/small jobs and repairs) and could top out around $100 for the most expensive listing category (maybe home building/extensive remodeling general contractors).

The benefit of using our service will be that customers are not shooting blind and gambling with an important decision and a major investment. The company’s working name is Bravo Company – Independent Referral Service.

I’m looking for an ad/angle that appeals to people who
a) try to be careful with their money
b) realize that there are good contractors and bad contractors out there
c) are trying to get the best work for the best price
d) cannot afford to pay for the premium, top-of-the-line contracting companies

I know that many times people find good contractors through word of mouth, but sometimes they can still be hard to find. Also, our company follows contractors through job after job to evaluate their usual results, whereas word of mouth referrals are generally based on one or two people’s experiences.

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Jay’s Answer:

Child’s voice:
Eeny, meeny, miny, moe.
Pick a contractor by the toe.
If he hollers let ’em go.
My mother said to pick…

Voice over:
No clue on who to hire for your next home repair? Bravo eliminates the guesswork. Our pre-screened contractors will save you time and money, and most of all, worry. Call 1-800-555-1212.

What’s A Good Name For A Massage Business?

Names + Taglines, Starting Out

I want to start doing massage in my spare time, after work and on the weekends, i want to work from home, or go to clients houses. I wouldnt mind if i could get in, is to work in a day spa, or a salon or something like that.

I have these plans but i need to come up with a business name and a slogan, i would like it to be based on vitality, mind body soul, something along those lines. I also want it to be modern and something that is catchy. Please help answer my question as i have a passion for Massage.

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Jay’s Answer: You’re asking about a name/slogan, but you first need a marketing strategy. Without one, you’ll wind up with generic name/slogan and not get any results.

In our culture, most people’s goal for a massage is either a relief from pain or stress. That’s your key benefit.

Who are you targeting? Men and Women? Ages? For pain relief? Stress-relief? Demographic?
Next, how are you different from the rest of the massage practitioners out there? Do you have special training? Do you love working on children with MS? Geriatric Men?

These are just some of the key marketing strategy questions you need to answer before you launch your business. Otherwise, you’ll be wasting time trying to find customers, instead of creating an effective message that has your ideal clients finding you.

Note: if you’re selling your services in a day spa or salon, you don’t need a business name/slogan, you simply need to find one in your area that fits your skills and “approach” (so your services are complementary to theirs’). The advantage to spa/salon (or even chiropractor’s office) work is that you don’t have to do any marketing, but you likewise get paid less (which might be acceptable).

Not knowing the answers to my strategy questions, here are a selection of name/slogan options:

  • Massage Alive: Make Your Body Stronger and Healthier
  • Pain Management Massage: Relieve Your Aches Naturally
  • Integrative Massage: Relax Your Mind. Heal Your Body.

What’s A Good Tagline To Attract Donors?

Names + Taglines

I am the director of the Foundation for Teen Health in Houston, TX which raises awareness and funds for a network of 7 clinics. These clinics provide free or low cost health care and education to indigent young men and women ages 13 – 25. We are affiliated with a major medical school but do not rely on them for funding. We receive federal and state grants as well as money from private foundations and individuals. The Foundation is the community outreach arm of the clinics doing things like finding businesses to donate furniture and equipment for the clinics or writing a grant proposal to secure funding for a nurse’s salary. We hold an annual luncheon to raise funds and awareness of the work of the clinics and we recognize someone committed to the health of young people at this luncheon. I would like to brand the Foundation for Teen Health so when the public hears the phrase they know it is about giving free health care to those who need it most. FYI – it is almost impossible for a teenager to qualify for medicaid, particularly young men so they often go years without going to a doctor. Presently our logo is a globe circled by abstract figures touching hands. The message I used in our year end solicitation letter was all about giving a hand up not just a hand out because we not only provide health care(fullservice from physicals and immunizations to testing and care for STD and pregnancy) but we provide education to help these young people make healthy positive choices about their lifestyle. I like the idea that we are empowering our patients to make good decisions on their health and lifestyle choices. I just can not come up with a good tagline that we could use to identify our goals and incorporate it into our luncheon and community award. The Foundation for Teen Health is 501(c)(3) as are the clinics and though we work hand in hand we are two separate entities.

We are trying to attract donors – we have the teens covered. We have health fairs, small sporting events, group sessions that spreads the word to potential patients. We want to build awareness and educate the giving community to the huge need we have in Houston. We have one of the best medical centers in the world yet we have a huge population that have no health insurance and really no place to turn for health care. For example, we have a clinic in 2 high schools where (at both schools) 95% of the kids do not have insurance and did not seek care until we opened on campus.

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Jay’s Answer: The key questions in your tagline that you need to answer are: “Why should I (as a donor) care? These kids aren’t mine, they made some bad choices, and how do I know that my donation will fund the problem and not the symptom. After all, I don’t want to fund Band-Aids!”

Your one page summary addresses these points indirectly: better health has some correlation to crime, teen pregnancy, and drop-outs. However, you’re asking for a altruistic leap of faith that what you do works.

Here are a number of choices. Perhaps one of these will inspire you:

  • Their Future Requires a Strong Foundation (repeats the word “Foundation”)
  • Make Them Healthier, Wealthier, and Wiser
  • Be Their Teen Angels
  • Your Future Generation Is Calling.
  • Their Future Isn’t Yet Written In Stone
  • Help Them Have Better Choices
  • Everyone Deserves A Second Chance
  • They’ll Do Better When They Know Better

What’s a Good Name For A Spice Blend Company?

Names + Taglines

Hello. I am a gourmet chef who has been fortunate enough to travel the world. Through my travels, I have used authentic ingredients to come up with spice blends from different parts of the world (i.e. Chinese, French, Mexican, Middle Eastern, etc.). My family and friends have enjoyed foods I’ve created using these and now I’d like to share that with the world. I know that cooking new cuisines can be intimidating for some, but I want it to be a fun experience and an ability for people to explore. That said, I will be including some complimentary recipes.

Key benefits include a)convenience b)variety c)cost/time savings and d)health benefits of cooking at home. Of these, I think the emphasis needs to be on variety and basically the international aspect and ability to cook new flavors–relatively easily.

Primary target audience are women, ages 25-45, college educated, most likely homeowners, married or single, and with or without children. Our target audience are folks who appreciate and value home cooking and are not looking for a super easy solution such as microwaving, fast food, or frozen foods. However, they are not gourmet chefs either. Just everyday people.

I have gotten great feedback about the product, but need help coming up with the name/tagline and essentially a brand as that will shape my packaging, marketing materials, website, etc. Any help would be appreciated.

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Jay’s Answer: People don’t want spices from around the world – they want tasty, healthy food easily.

To sell your “high concept”, you need to give the recipes away regularly, often, to people who’ve subscribed to your website’s opt-in form. The recipes would include a shopping list, total time to prepare, calories, and a difficulty rating. In fact, you could also sell this as a menu-of-the-month club. Each month, you’d USmail to your customers a menu packet with spices for that packet. It would be a surprise, and allow people to look forward to the special meals they’d prepare.

With that said, here are some names:

  • Around The World in 80 Ways
  • Exotic Meals Made Easy
  • The World Epicure
  • International Chef Experience

When Is The Right Time To Advertise in a Newspaper?

Publicity, Services

I’m working in a shipping company. I am to decide on what days of the week we should advertise our services on our local newspaper to gain optimum benefit/attention. I have decided to advertise on two English newspapers and two Chinese newspaper due to the fact that most shippers look out for these papers for shipping schedules that are being published in them. So, how do i go about in deciding which days of the week we should advertise and how often to gain optimum benefit ?

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Jay’s Answer: Take a look at a week’s worth of the papers and see who’s advertising on which days to find your local pattern.

Also, consider placing the shipping information on your website, so people can find the information quickly online, and immediately think of your business. Advertise this online shipping information in the newspaper as well (esp. on days when the shipping info isn’t printed: “Looking for shipping info? Go to: shipping.mycompany.com)

What’s A Good “Green” Slogan For Our Swimming Pool Business?

Names + Taglines

I need help with a slogan for a marketing campaign for my company. We are a high end custom in ground swimming pool contractor dealing in design, construction, retail, and maintenance services. Our company is bringing in new products and services to our customers that are more environmentally friendly and so we want to jump on the “Green” bandwagon as far as our marketing and PR approach. Overall we are the only one in our market doing this so I want to do something that will make an impact.

We considered using a slogan such as “We’re Going Green” but thought what if we took a different approach and put a spin on it such as “We’ll Make Your Pool Green” or “See How We Can Make Your Pool Green.” I understand that could have a negative feel to it being that people might relate this to Algae in their pool – but at the same time it would turn heads and “going Green” is a widely used approach for many companies right now.. What are your thoughts – do you think we could pull something like this off? Any better ideas? Or should we just stick to the generic approach “We’re Going Green.” ???

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Jay’s Answer: Green is so over-used in the industry that there’s even a term for its abuse: Greenwashing

Your prospect’s primary concerns aren’t green/not-green, it’s how much will it cost, how will it look, and how will it make me feel. Green is a secondary concern.

Your suggested taglines aren’t focused on the key benefit to the customer.

Instead try: Naturally Beautiful Swimming Pools or Swim Healthier in Your Backyard (for example).

How Should I Price Ads On My Website?

eMarketing

We are a small website that is progressed to just over 1 million hits per month and we would like to start to place ads on our website. Please advise what we should be charging per ad.

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Jay’s Answer: Congratulations on the milestone. There’s no simple formula, however. The better targeted your unique visitors are, the more value they are to the advertisers. If you also have captured their contact information, they’re worth even more (since you can push ads to them).

Ad pricing is influenced by a number of other factors: size, placement, PPC or per impression, how much you want that advertiser on your site (does it enhance/detract/neutral to your credibility), and the reaction of your visitors to the ad.

How Can I Start My Own Hair Salon?

Services, Starting Out

I am finally pursuing my passion as a natural hair stylist. I am very good at what I do (braiding, extensions, locs, etc) so why am I scared to step out and do this full time?
Well, I am hoping to open a beauty salon with booth rentals. I hope to rent to a cosmetologist, esthetician, and a manicurist. Renting to this professionals will make my salon a full salon because people can come and not only get their hair done but also get a facials, manicure and a pedicure.
The rent will range from $120 to $250 per week, the professionals buy their own products and bring their own clients. They only pay me for the space they are occupying.

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Jay’s Answer: Don’t simply create “another” full-service salon. Yes, you want great, friendly, mature professionals renting from you. Yes, you want a great vibe when people come in. But more than that – target your audience better than your competition. For example, for busy female execs – guarantee that they’ll be in/out at a certain time, or their service is free. Or, have young girl days, where the music and vibe is better suited for them. Or, a man’s makeover day. The full-service part of your business is more than the sum of the services you provide – it’s the feeling they get when they’re with you, and how they feel when they leave.

How Can I Launch My First Patented Product?

Products, Starting Out

After Eight years of production, I am finally ready to launch my first new patented product.

It aids the consumer, to creatively custom design their own hangers in a different manner, also instantly. Tools are not really necessary. It is design to help economize clutter closets space furthermore to travel light, to avoid air lines extra charges.

I am looking for: Launchers, TV network, Reps, Launch mentoring, Access to Distribution, etc.

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Jay’s Answer: Before you create a website, get distributors, etc. first figure out WHO your target market is. I’m sure you’d want everyone that has a closet, but create a niche otherwise you’ll be doing mass market advertising that costs a lot and might not produce the return you’re looking for.

For example, maybe you want to focus on first year college students, who are bringing their stuff to a dorm and want to have enough room for everything. Then, you can focus your marketing message to campus newsletters and magazines for the demographic.

Once you’ve narrowly defined it, then you can find the best people to help you with that niche. Of course, you can then move to other niches, growing your business as you find success with each niche.

How To Celebrate Automotive’s Dealer 30th Anniversary?

Publicity

We are an automotive dealer and now celebrating our 30th anniversary. I would like to ask what possible promos I could engage in. I would like also to know what tagline could attract more customers. We are selling brand new cars mostly Japanese utility vehicles.

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Jay’s Answer: Taglines won’t attract more customers – service & price & selection will. Make sure that these 3 are well done by your dealership first.

A 30th anniversary would be a great time to show a car from each of the last 30 years that you sold. Contact your past customers to ask if they still have their car, and offer to detail it for free in exchange for displaying it at the 30 year car show. Each car would have the year prominently displayed. 2008/9 cars would be your new cards for sale, with your sales team able to show how much things have improved over the last 30 years and to offer a special anniversary price.

The car show on-lot would garner great PR, from car enthusiasts to kids (since it’s family-friendly).