Monthly Archives: July 2009

A Tagline For An Online Women’s Store?

eMarketing, Names + Taglines

I just opened an online women’s store (shopinyourpajamas.net). I’m still working on putting more products in the online store. To give you an idea, I’m featuring, very nice, products and products that women want. I will also be putting nice pajamas, spa stuff, a few accessories (designer sun glasses), the very much sought after wrinkle cream (and all these products are the best of the best)..meaning, these are the products that REALLY work. I’ve set up the store so that women, can go to this one store and basically find what they want for their face, body, spa, unique items, etc., and know that they don’t have to worry if it works or not… I’ve done major research and have gotten many polls and ratings on the eye creams, the skin care and even the fragrances I have…So, I’d like a catching TAG line for my online store.

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Jay’s Answer: Congratulations on your new website/store.

Based on your target market/concept, here are some taglines to play with:

  • (Cozily) Find The Best Merchandise
  • Have More Time For Yourself
  • Relax. We’ve Found The Best Products.
  • Who Knew Shopping Could Be So Easy?

Name my English Teaching Center

Names + Taglines, Starting Out

I’m thinking of putting up a small English center here in the Philippines. The English center is owned by a Korean, I have been hired to do some changes, since the mushrooming of competitors extremely affected his business. I want to focus on being known as a center for teens and adults wanting to take either IELTS,or TOEFL/TOEIC. Our building location is a good one, it’s across a recreation center.. so it’s very crucial that I market it the right way. There are already existing clients, so it’s really up me whether they would continue or change schools because of the new program.

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Jay’s Answer: As you probably already know, to market something the right way means that you’re providing the right solution, to their crucial problem, at a price that’s less than solving the problem is worth it to them. It’s more than words – it’s a full strategy.

Based on the information you provided, here are some name ideas to play with:

  • English Spoken Here
  • English Language Academy
  • English Certification Center

A Mother/Daughter Business Slogan?

Names + Taglines

My daughter and I are are beginning a joint business venture. We will be a team working within the structure of a small mortgage loan company entitled First Midwest Mortgage. My daughter will be providing loans and origination and I will assist her and provide financial counseling/coaching to clients. I am a professional counselor by trade. Marketing suggestions, slogan ideas and design ideas for our business card would be helpful.

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Jay’s Answer:

  • Not Just Loans. Financial Wisdom.
  • The Smarter Way To Borrow Money.

Business With Passion: Don Santa

Videos

Trailer:

Don Santa is the owner and founder of Woodlands Market in Kentfield (California). Since he purchased what was then a small wine and liquor shop in 1986, Santa has built the Market into a nationally-known store which emphasizes local and sustainable products. A hallmark of Santa’s approach to business is most clearly demonstrated in his approach to advertising: he does none. Instead he directs the funds that grocery stories typically devote to advertising to community nonprofit organizations and local schools. In the more than two decades since he opened Woodlands Market, the store has contributed more than $2.3 million.

Phone: (415) 457-8160

Business With Passion TV Show Logo

How Can I Get More House-Painting Leads?

Publicity, Services

I am having problems finding new leads for new customers and have tried flyers and other things.

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Jay’s Answer: Find local (highly visible) homes that have large side areas. Offer to paint their home for free (or deeply discounted), in exchange for the following: You use the side of their home as a billboard, initially painting your message (perhaps changing weekly), and slowly covering it up as you finish up. A clever message (that changes) could be a great way to get people talking about you.

Customer Living = 2 Apples?

eMarketing, Services

I’m stuck — On our campus we have just finished building a new student housing complex. As with many campuses students have a meal plan and eat at a dining hall. This new community is by far the most expensive living option.

I’ve been asked to determine if adding kitchenettes to the complex would increase it’s attractiveness, and if so how much. We have built a mock-up of the kitchenettes in one unit. Some of the admins who are in favor of the kitchenettes have taken a few students to review the remodeled unit and an original unit. They are convinced that the research I’ve done to date that points to the price as the biggest deterrent must be wrong. They base that decision on the fact that when they show the same group of students both options most prefer the kitchenette unit.

While I’m in agreement that the kitchenettes will help (a little) spending more money on this is taking us in the wrong direction since price is the issue.

Are you aware of some kind of published research that gets at what I’m calling the two apples problem? If I give someone the choice between one free apple or two free apples most will choose two apples even if they only want one. Without factoring in price the opinions gathered that way are (in my mind) useless. Is there by any chance a term for this kind of problem that might clue me in on where to look for info?

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Jay’s Answer: This topic is described well in Chapter 1 of Dan Ariely’s book “Predictably Irrational“. It’s hard for people to deal with an either-or situation, and you can artificially manipulate people’s biases (or simply learn how to pitch the offer) by introducing a 3rd choice into the equation. People can’t cope with A vs. B well, but A vs. B vs. C allows them to feel like they can make an informed choice.

The one vs. two free apples is covered in another chapter as well…

A Tagline For A Residential Home Community In India?

Names + Taglines

What is the best tagline for our new residential project we are constructing. We named it Mantri – Vantage (in India). Theme is having homes in the best IT Hub (Location) with affordable costs.

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Jay’s Answer: The “best tagline” is one that your prospective customers relate to. Given the limited information you provided, here are some ideas:

  • Affordably Central
  • The Best Location. At The Best Price.
  • Live To Your Full Advantage

Publicity For Eye Doctors?

eMarketing, Publicity

I work for 2 eye doctors, they have a marketing consultant giving them ideas that they want me to implement. The first being a fund raiser, that is someone comes in for an eye exam, they will not be allowed to use their insurance but will be given $30 off the regular price which will still cost $120.00, for each person that a particular group gets to come in within 2 months. $60 will be donated to that group. My problem with this is, what would make the individual come in and not use insurance and just donate $60 to the group, the would come out cheaper. The doctor’s logic is aim toward people without insurance, but if they don’t have ins, then more than likely, no job, or can’t afford it. So with today’s economy, I don’t think the high price of $120 is a good strategy.

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Jay’s Answer: I agree with you – it’s not a compelling strategy.

I don’t know what % of their clientele have insurance, but restricting its use isn’t a wise idea. The doctors will get a $60 tax credit and result in a simple (pre-tax) net of $60 income/client. The client will pay $120 and the feeling that they’re helping their organization. Additionally, the offer is hard to explain, which makes marketing it less effective.

What else could they do? They could focus on the fact that people don’t regularly change their eye doctors, and get their payoff by the second visit. For example, they could give 50% of their net (after insurance pays) to the member’s organization. That would help the organization (and give them an additional tax credit), but still doesn’t give the individual a compelling motivation. If they could pick the name of a new client (from a bowl, after 2 months) and reward that person with a free weekend away to a nearby spa/hotel destination, then this “everyone-wins” offer might be the ticket. The nearby spa/hotel may donate their services in exchange for the PR the doctors generate.

What Is A Branding Exercise?

Branding

I have a branding assignment from a mid-sized national trucking company. They specialize in time-sensitive marketing materials. The company, call them Ajax, provides superior transport services and has strong technical capabilities to support their operations.

Ajax has a good reputation with warehouse managers and “people on the dock” who often make the determination of a carrier. Their desire is to leverage this reputation and have it reflected in the brand and new marketing efforts to grow volume. Currently Ajax’ marketing program is pretty much non-existent. With a stronger brand and some marketing support they also hope to work their way up the customer food chain and develop some awareness among higher level executives at companies whose materials they are transporting. The hope being that these executives could be persuaded to direct warehouse and doc people to use Ajax as a carrier.

Now, to my question. I want to run a branding exercise with executives and employees of Ajax. I want to talk about the target, benefits, develop a brand essence and personality. Could you please offer me your thoughts on the components of brand architecture and any suggestions you have to tease out from them expressions of benefit and essence, etc. that are rich and emotional and not simply a dull recitation of the obvious.

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Jay’s Answer: Instead of trying to get them to come up with branding thoughts, have them tell stories of things that they are proud of, or were told by others, or how a bad situation turned around. By analyzing the stories worth repeating you’ll get the emotional core of your branding/personality.

How To Reach C-Level Execs For IT Solutions?

eMarketing, Products, Services

We market a comprehensive IT outsourcing solution and as such am looking for a way to reach C-level execs. The rub is that in many instances the C-level people have little familiarity and thus a low comfort-level in making IT decisions.

We’ve had near zero success in targeting IT folks – as we apparently threaten their ego and even their jobs – and nearly every attempt ends in their sabotaging our efforts.

We’re working on focusing on our clients, trade shows and SEO. But in addition I’d like to focus on direct targeting through direct mail possibly as well as partnerships with other vendors who target the same market.

Any suggestions on how to go about this or alternatives would be greatly appreciated.

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Jay’s Answer: Based on looking at your website (www.isutility.com), your key benefit is saving money in IT expenditures. If so, your target market would be CFOs and/or comptroller. These people don’t care about the specific IT issues, they care about the bottom line and want to ensure that spending less doesn’t equal getting less. For these people, they need well-written case studies. One of your case studies that I looked at (Wexler Surgical Supplies) describes what you did, but not concrete ROI results. How big was the company (both in # of employees and annual revenue)? What were their expenditures before/after? What were their short- and long-term results?

You’re right you don’t want to target IT directly, since you’re threatening their jobs.

Don’t forget that you can also target government organizations, since their budgets are always stretched thin and their needs are similar to Fortune-500 companies.

Your existing website needs some updating of copy to be more professional and better target your market as well.