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Taglines/Names URGENT - Need Help Fast!

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Clever Tagline Needed For Septic System Co.
Posted By: cthompson* on 1/4/2007 3:04 PM (CST)	1250 Points
Our company uses recycled plastic to build septic systems that naturally recylce household wastewater (toilets, showers, kitchen water etc) into clean water. We pride ourselves in standing behind our systems and have an informal "We've got your back" tagline. Any ideas? Thanks!

Posted by: W.M.M.A.	Accepted Answer
1/4/2007 3:52 PM (CST)
cthompson, welcome to forum. I have 1250 questions for the points. Before I would attack this, if you were a client, I would need a lot more information. What have you done for marketing? What are the major benefits? I understand that you have recycle capabilities...but, what is the differentiator between your product and your competition? What is the major selling point? What makes people pick up the telephone and say...I want your system? Do you have a marketing program in place now? Have you performed a SWOT? If anything is proprietary, and you want to discuss off-forum, my contact information is available, by clicking on my login name, above. I think it is easy to throw a bunch of taglines your way...but, the meat of the issue is yet to be determined. Anyone would just be guessing about what would be attractive to your market. I would prefer to not guess, but get more indepth. Randall WMMA

Posted by: Jeremy Shearer*	Member Response
1/4/2007 4:11 PM (CST)
I would also be very interested in finding out who your target customers are. This may be part of the hard to pin down "Green" market. In a few words, who are your best customers? I'll check back and offer help as I can. Jeremy

Posted by: mgoodman	Member Response
1/4/2007 4:46 PM (CST)
WMMA (Randall) has asked the most important questions. Let me take a different tack. WHY do you want a tagline? What do you think it will do for you? Do you want it to communicate an important message that will get people to call, or do you just want people to say, "That's a clever tagline!" Usually the objective is NOT to be clever, but to communicate an important benefit or point of difference that might generate customer involvement and interest. Think about it this way: How will you know if any of the suggestions we might make are winners? What are the criteria, or do you just want "clever"? We'll all be glad to pitch in and help you, but we need to have a better understanding of what you are trying to accomplish first. Otherwise we're just trying to out-clever each other, without knowing what success looks like.

Posted by: ASVP/ChrisB	Member Response
1/4/2007 5:00 PM (CST)
Totally agree with Randall (WMMA) and Michael Goodman. Like many of your customers - I think I'm like the majority of people, in fact - I'm a very visual kind of person. I like pictures to communicate with and when I read or hear words I turn them into mental pictures automatically. I get a mental picture of "We've got your back" and your company standing behind my septic system which, frankly, isn't helping you sell stuff to me. Why would you be hiding behind the septic? It's underground, usually, at least it is here. What's your value proposition? If it's all about service and support, is that because it's an unreliable system? If I'm in the market for recycled plastic to build septic systems that naturally recycle household waste water (toilets, showers, kitchen water etc) into clean water, and right here in Australia we're on high level water restrictions and facing a serious, long-term drought, to me the core value proposition is getting more than one usage from my water. But that's here, not where you are. You may have an ample supply of cheap water to use all day long. What are the key drivers for people to invest in a water recycling system where you are trying to sell? BTW the fact it's recycled plastic is not a significant factor, in my view, versus the benefits of recycling the water used for washing and toilets. You install these systems once and they last for years. New or recycled plastic hardly makes any environmental difference. Recycling water makes a massive difference. At least, it would here.

Posted by: bigstarnow	Member Response
1/4/2007 5:51 PM (CST)
This is an excellent product and one that every home owner should have. In Tucson we a planned community called Civano: http://www.civanoneighbors.com/civano/environment.htm It seems like a product you may want to market to developers. Many developers offer energy efficient homes as a major selling point. Water seems like a logical addition to benefit built homes. Tagline: Because Water is Life Waste not Want not

Posted by: lopatnal-thegreat	Member Response
1/4/2007 9:04 PM (CST)
If were talking about tag lines here and your company makes dirty waste into clean water, how about: "we make it crystal clear" or "the clean alternative" or "your clear choice" short and sweet , Alex

Posted by: shghosh	Member Response
1/5/2007 1:07 AM (CST)
I dont think your current tagline states anything about the business or the value you bring to your customers. Good idea to change it. Here are a few options. More Recycling. Less Wastage. Think Clean Water. Think 'COMPANY NAME'. Household Wastewater Recycling.Naturally.

Posted by: rajur	Member Response
1/5/2007 8:49 AM (CST)
Since he has not replied to any of the questions, I guess he must be reeeaalllly busy. So here goes... 1. Making Water out of Waste! 2. Water of Life. Clean and Recycled. 3. Making Water Future Proof 4. We make Water Drops Count Hope this helps

Posted by: cthompson*	Author Response
1/5/2007 9:08 AM (CST)
Thanks for your help! Great questions. I'll try to briefly answer these. To get a general feel for our company you can check out our website: www.infiltratorsystems.com. There you'll see our official current tag line: Environmental Onsite Wastewater Solutions. This current tag line could describe many of our competitors. We want a new tag line to better differentiate us and one that might cause potential decision makers to ask us questions. We also want a new tag line that will support a larger company with more platforms (we are looking at horizontal expansion in the wastewater market). It would be great if the tag line would portray (I like visual too) trust, confidence, reliability, environmental, recycle, and "green". The key decision makers for our products are installing earthwork/septic system contractors and more and more often septic system designers (engineers or local county health departments/regulators). Other less influential decision makers are the product distributor (wholesale supply house or septic tank manufacturer), home builders, and the home owner (usually little influence). Our key selling point to installer is that our systems go in faster than old-fashioned systems. We save the installer time and he can therefore increase his production. Our key selling point to the designer is that our systems typically can be installed in a smaller area with equipment that will damage site less. This can increase lot yield (home builders like this) or allow for further setback from a sensitive environments. We also are the leading supporter of academic research in this area. This gives the designer/regulator confidence that these systems will function for the long-term. We are different from all of our competitors in that we have a large field sales/technical support team. Installers and designers tell us that they appreciate that because if something goes wrong. We are there to help or "we've got their back". Our competitors don't offer this depth of support. These decision makers appreciate the fact that we share their liability. We are also different in that we are the leader in the innovation of these type of systems. Others follow. Our distributors appreciate this as it keeps them competitive - they have the cutting edge products. I'd glad that someone brought up the "Green" market. We believe that is an untapped opportunity for us to have home builders/developers request our products both because they are made from recycled plastic and because they can be used in energy efficient onsite wastewater systems that recharge groundwater (important for functioning wells) instead of moving water off site (we do it onsite) for treatment and disposal in a river. I'm looking forward to additional great feedback. Thanks! Carl

Posted by: lraul_marroquin	Accepted Answer
1/5/2007 12:48 PM (CST)
I gave to your challenge a very thoughtful approach, I hope I´ve nailed it down. If you want to evolve from the functional oriented tag line "on site wastewater solutions" the natural growth path (for your brand) is selecting something that appeals more to benefits, a step further will be adding person attributes, the last step arise an additional question you can ask yourself, -after responding the previous questions stated here in the forum-, in what mood you want to communicate your brand? I made an exercise with your brand, using a column approach (here is impossible to look every column besides each other) and started to fill them up with relevant characteristics, looking to create a creative spark that could link all in one phrase, practically each column represent an objective you want to emphasize of your brand, as far as you stated they are: remark how different (differentiators) you are from competition and look more appealing to prospects (benefits). With the better knowledge you have of your business you can follow the exercise and find the right proposal. Here is my work: Innovative Reliable Smart Skilfully Respectful Careful Committed (Water) Treatment Solutions Performance Edge Technology Environment compliance Efficiency Reliance Environmental Friendship Health Comfort Homebuilders Homeowners After all this, I liked the idea to add a environmental consciousness personality to your brand and what came to my mind was: Green Minded Solutions for wastewater pollution. Change the personality or mood pretended for your brand and your tagline is done. Let me know if the exercise works for you, I´ll be glad to add this experience to my resume or a job interview ;)

Posted by: plarson*	Member Response
1/5/2007 3:53 PM (CST)
Green Solutions for a Clear Choice Green Solutions for a Clear Product (Company Name): Helping your water stay natural The Future of Recycling Build Green to Save Green Build with Green Materials to save your favorite Green Material$. We take the Waste out of Waste Management!

Posted by: Jo Masterson	Member Response
1/5/2007 9:41 PM (CST)
I like plarson's "Green" focus. Where the Grass is Greener Earth Friendly Living Solutions for the future Green-Back Guarantee Waste Not, Want Not Septic for Life (hehe ) (lifetime support, life friendly solutions) The Clean, Green Choice Good Luck, Jo

Posted by: lopatnal-thegreat	Member Response
1/5/2007 11:41 PM (CST)
I'm about simplicity, how about, "The Green Alternative" "Green...The Planets choice" "From Grime to Green" "We Make it Green Again" Al

Posted by: Tony Wanless	Member Response
1/5/2007 11:52 PM (CST)
What's your message, exactly? And, to step back even farther, what is your business? It seems that with the "We've got your back" line you're delivering a message of reliability and ease of use to systems installers. But you don't appear to touch the larger issue at all -- that you're turning waste water back into usable clean water. Perhaps this is a common practice where you are, but it's not where I live, so it seems pretty compelling to me. Isn't the overall mission of your operation to make good use of water that is just thrown away, or "wasted"? Therefore, environmental responsibility is the heart of your operation. And not the environmental responsiblity of recycled plastic. That's a red herring. The real environmental impact is the reduction of water usage. Shouldn't that be the overall message you want to send out to the end customers, the people who will be using the septic systems. They in turn will demand that the installers, etc. use these kind of systems, and that's where matters of price, ease of installation, etc. kick in. Maybe your tagline should reflect that larger message. Tony Wanless Knowpreneur

Posted by: charles.stannard	Member Response
1/6/2007 10:00 PM (CST)
Purity with Plastic

Posted by: W.M.M.A.	Member Response
1/6/2007 10:03 PM (CST)
"The grass is always greener over the septic tank" We've come a long way from "tagline" to marketing strategies...I'd like to know what the author of the post thinks about the responses.

Posted by: Mushfique Manzoor	Member Response
1/7/2007 6:27 AM (CST)
hi there how about these.... "your small green effort makes the world greener" "stay clean, keep green" "staying clean has never been so greener" hope this helps cheers!!

Posted by: Jasginder	Member Response
1/7/2007 9:40 AM (CST)
Give back to the nature Your own way to thank nature Lets make the earth greener Be responsible, recycle back Striving for healthier tomorrow Striving for greener tomorrow

Posted by: wnelson	Accepted Answer
1/7/2007 8:02 PM (CST)
Carl, You did a very nice job of addressing Randall's and Michael's excellent questions. Congratulations! As I see your differentiation points, they are: support, innovation, after install support, quicker install, less space/disruption to surroundings, and a larger portfolio of products. I left out "bigger company" because it's really the "resources available from a bigger company" that are important to the customers, not the size per se. Your target is contractors, builders, and septic system designers/installers. Your product recycles waste water into clean water. As I see your target audience, cutesy doesn’t cut it. They are all business and no nonsense. Bringing expertise in efficient water purity technology to you Water purity technology experts in your corner Put our water purity technology team to work for you Water purity technology expertise when and where you need it I hope this helps. Wayde

Posted by: KathySmithFilms*	Member Response
1/7/2007 8:02 PM (CST)
cthompson There has been a lot of work and experts that care about your company making it. You all above have created quite an impact. Here are some takes I came up with: Building cleaner futures one house at a time Giving Mother Earth a hand Your ecology around for many, many more years to come On the Grid Ecologically Making Clean Look Good Have a successful new year, Kathy

Posted by: whoateallthepie1	Member Response
1/7/2007 8:24 PM (CST)
We got your back seems a bit bland and meh. But at least "rajur" has your back with excellent tagline suggestions like "Turning waste into water". You might as well just say "We clean your urine and put it through your tap". Here's a few taglines for what they're worth. Preserving our most precious resource Keep it clean, (company name) clean to go with the green message: *Keeping your water clean, and keeping the green party out of it

Posted by: Marketing-Riot	Member Response
1/8/2007 11:53 AM (CST)
I'd go for a rating from the code enforcers and try to get push from that direction like Energy Star products. If you can get rated and accepted in that arena, you can begin to market from the contractor side and then homeowner side with the spec sheets on the benefits of your product and possibly push for a few tax credits for greenliness. Mean Green Clean Machine Cleanliness is Next to Greenliness Clean and Green. The Perfect Team.

Posted by: cthompson*	Author Response
1/8/2007 12:33 PM (CST)
Thanks very much for your help. Your ideas sparked new thinking here. Stay tuned.

Posted by: NovaHammer	Member Response
1/12/2007 11:31 PM (CST)
Purely and Simply, Your Best Solutions. Good Luck.

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