Last
updated October 17, 2006
Taglines
for Success
"Got
Milk?," "Just Do It!," and "Good To
The Last Drop." What companies do these taglines represent?
The National Milk Processor Board, Nike and Maxwell House
Coffee, respectively. These taglines have fulfilled their
mission of achieving successful branding for the organizations
they represent. Further, they have become integrated icons
in business and in our culture.
Taglines
help describe an organization’s unique selling points
and add personality to a company’s marketing identity.
Not all taglines become iconic, but most are expected to
represent their company’s core message and help keep
the company’s name in front of consumers.
Is your
company’s tagline doing its job? Put it to the test
with a bit of research; ask customers, employees and others
in the community if they recognize the tagline. Does it
capture attention? Are you incorporating your tagline in
all marketing materials? Is your company in need of a new
tagline? Taglines reinforce a company’s positioning
statement and ultimately help increase sales. Is yours
doing its job?
To begin
creating a new tagline, seek a creative agency that understands
your business and works well with your core staff. Bring
critical material to the creative process. What does your
organization do to improve your customers' lives? Know
the benefits (not the features) that you provide to your
customers.
The
creative process of developing successful slogans or taglines
is important. Successful slogans are short, snappy, and
create excitement. Many taglines can also be described
as "catchy" and should be universally understood
by all of your target demographics. They are designed to
attract attention and define the organization they represent.
Slogans must also be easy to verbalize; you want consumers
to repeat your tagline (either in their mind or out loud).
Once
your tagline is created, consistently expose it to your
target market. Incorporate your tagline in all marketing
materials and have fun showing it off. A fitting tagline
can become as well-known as a company’s name and
helps increase sales.
The
Marketing Game
Looking
to break away from traditional advertising and expand into
a new marketing vehicle to share your branding message?
Gaming is becoming a viable marketing platform for many
companies seeking to interact with specific markets.
Gaming
has a dedicated audience, and there are plenty of companies
anxious to utilize new marketing opportunities to target
these players. Currently, the videogame industry is worth
$25 billion, with 110 million players worldwide. Video
games reach 70 percent of males aged 18 to 34—a significant
demographic. There are a variety of strategies to access
these gamers, such as advertising on gaming Web sites,
in-game advertising and advertising on gaming community
platforms.
From
movies to television to gaming, consumers are interacting
with products and services while enjoying their favorite
recreational activities. For most companies targeting teenagers
and males from 18 to 34 years old, the question is not
whether gaming is a potential advertising medium, but how
often and when a company should advertise in this medium.
Advertisers
can interact with consumers in a new and dynamic way thanks
to the innovative technology now available in games via
handheld gaming devices, computer programs, Internet gaming
and even on wireless phones.
Of
course not all products and brands will find the gaming
medium a profitable advertising venture. However, for those
interested in tapping into the forever expanding gaming
opportunities, now is a good time to jump into the gaming
avenue and incorporate brands into this technologically-growing
phenomena.
