Archive for month: January, 2014
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The standard dictionary definition of slogan is: A short and striking or memorable phrase used in advertising. Reality on the other hand is defined as: the world or the state of things as they actually exist, as opposed to an idealistic or notional idea of them.
So our question is: Is your slogan a reality or, is your reality a slogan? Think about it for a bit. If your slogan is a reality, it conveys a promise. There are two basic types of advertising slogans: The U.S.P. (Unique Selling Proposition) which answers the universal consumer question – What’s In It For Me? (W.I.F.M.) and the Positioning Statement which defines what you excel in.
It’s simple enough. What is your unique promise (proposition)? In order for it to be unique, well, none of your competitors should be saying or offering the same thing. The other part of the proposition/promise has to put the customer in a buying frame of mind – that’s the selling part.
Back in the eighties Land Rover had a great proposition for consumers considering an SUV. Theirs was – The Best 4 X 4 by Far! It also had another slogan element. It was also a positioning statement – it defined their product and promise distinctly from that of its competitors.
Subway’s does the same in the fast food industry dominated by hamburgers giants! 7-Up has a similar situation in the soft drink market battling Pepsi and Coke – they were: The Uncola!
Back to you and your business. Do you have an advertising slogan? It is effective? Does your slogan answer the question: what’s in it for me? as well as claim your place in the competitive marketplace? You may need two slogans. A positioning statement and a U.S.P. to use interchangeably.
In either case, is what you’re saying a reality or just a slogan? Back in the seventies Zenith Electronics had a slogan that promised – the quality goes in before the name goes on. Many advertising and marketing professionals had a tongue-in-cheek version to expose bad products: the name goes on before the quality goes in.
Well, that’s a story for another time. Need help writing your new slogan(s)? Call us today and we’ll help you keep your promises and stand out as you should!
Please consider these three observations of Epictetus, a first-century Roman Greek-born slave: What concerns me is not the way things are, but rather the way people think things are. AND, It’s not what happens to you, but how you react to it that matters.
But perhaps we should take this piece of advice: Try not to react merely in the moment. Pull back from the situation. Take a wider view. Compose yourself, AND couple it with a standard marketing analysis exercise: S.W.O.T. (Strength, Weakness, Opportunity and Threat).
Pull back from your grindstone for the wider view. What are your strengths? Strengths can be described in er words such as bigger, older, faster, better… Is your business any of those? If so, it also helps in positioning your business competitively in your market.
How about weaknesses? Analyzing your business’ strengths and weaknesses also helps you to determine what your internal controllable factors are. What do you need to control internally; personnel, payroll, pricing or expenses?
On the other side of the coin, external uncontrollable factors such as opportunities and threats require your diligence. What opportunities exist right now in your competitive arena? Are there any? If there are – can you recognize them as opportunities?
What about threats? Beside the obvious challenges of this economic downturn, what else is threatening your business? Large national chain stores? An unskilled labor pool? Worst of all are the threats you don’t see.