Question

Topic: Taglines/Names

Got A Tagline?

Posted by lisamercy on 7/6/2010 at 2:00 PM ET 500 Points
I'm looking for a compelling tagline for the Mercedes-Benz Club of America (MBCA). We are a Club of about 20k members; predominantly male. Most are from the U.S. and Canada and a small share from several dozen foreign countries.

Today, average member age is 60-ish, but we are driven to attract a younger audience. We also wish to extend our reach to women (who buy a significant share of Mercedes-Benz vehicles)

The MBCA is the largest Mercedes-Benz enthusiasts Club in the world. For $45/year, members receive a subscription to our award-winning magazine; expert technical advice on the best way to service and care for their car; invitations to member-only events, like road rallies, driving academies, Pebble Beach Concours, and more. Private access to Club Store merchandise (polos, jackets, etc) and chances to win generous cash prizes in our bi-annual Raffle drawings.

After 12 consecutive months of Club membership, members who buy a new Mercedes-Benz receive an AmEx gift card, valued at $1,500, good toward MB parts, accessories and service at authorized MB dealers. (Value of card is $750 with the purchase of a certified pre-owned).

Our "competitors" are other sources (especially online sites) that offer fresh news, expert technical advice and compelling factoids about the Mercedes-Benz brand.

Brand sales in the U.S. are very strong this year and virtually exploding in China.

Our website is changing, but for now, please visit https://www.mbca.org. Thank you for your thoughts and ideas, if you have any to share.
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RESPONSES

  • Posted by Frank Hurtte on 7/6/2010 at 2:46 PM Accepted
    Mercedes-Benz -- It's not a car its a community
  • Posted by Jay Hamilton-Roth on 7/6/2010 at 3:04 PM Member
    Building Community - One Car At A Time
    Rewarding Car Ownership...Together
  • Posted by SteveByrneMarketing on 7/6/2010 at 3:06 PM Member
    here are a few for your consideration -

    Not For Fathers Only
    We’re Not Just for Dad’s
    All Auto Enthusiasts Welcome
    The Best Is Now For Everyone


    Steve
  • Posted by lisamercy on 7/6/2010 at 3:31 PM Author
    Steve, Jay, Frank, Phil:

    Great ideas; great taglines. We're launching a new and improved website soon with improved graphics and functionality.

  • Posted on 7/6/2010 at 5:21 PM Accepted
    I am not going to be as harsh as Phil - although he makes good points regarding your website (It is however not unlike most club newsletters that basically report what various chapters are doing and unless you're a part of that particular chapter, you probably don't read it very closely.). I will question one comment of Phil's - must you be a Benz owner to be a member? I'd love to have one - however, at this stage - well.....membership in the club might be as close as I can get. Would you let be be a member?

    CVN

  • Posted by lisamercy on 7/6/2010 at 5:25 PM Author
    No worries about the website critique. I want to hear what you think! To answer your question, you DO NOT have to own a Mercedes to join the Club. Our website overlooks that point, doesn't it?
  • Posted by rjohnni on 7/7/2010 at 9:43 AM Member
    Got a Tagline?

    Yes.





    MBCA: The Club. For The Car.




    Period.

    ThnQ,

    RJ

  • Posted by lisamercy on 7/7/2010 at 9:43 AM Author
    Karen, you rock! Your insights are spot-on. Thank you so much for your input and ideas.
  • Posted on 7/7/2010 at 3:01 PM Member
    I had to take a step back and re-read your original post. The competition is free sources for some of the same information and the bottom line is we want people to join the club so that's why we're looking for a new tag - so we want something along the line of - MBCA - a club as special as the automobile you love - Right?

    Still thinking.
    CVN
  • Posted by lisamercy on 7/7/2010 at 3:14 PM Author
    CNolte, your line of thinking is exactly right.
  • Posted on 7/7/2010 at 4:48 PM Accepted
    Lisa, I am not sure the tag is what is holding you back. I am wondering about delivery of the message. Do you include membership info with each car sold (new and certified)? Maybe you have the first six months free (and make sure you take advantage of that time to strengthen your tie with them). Developing your membership from those who purchase from other dealers who took MBs in on trade, or from individuals are a different lion to tame. Maybe you tie in with vehicle registrations in the state license bureaus and send out a mailing to MB owners. It appears as though you are giving value for the dollar. Just seems like the method of delivery has to be tweaked. Other posters have made some great suggestions as to developing that tie also. Look at twitter, MBBlogs (a blogging community for MB owners maybe?) Must be a member to gain access, etc. I think there may be a market for MB owner "wannabes" too. Keep thinking! CVN
  • Posted by lisamercy on 7/7/2010 at 5:14 PM Author
    Your thoughts are GREAT! We'd love to partner with Dealers to get Club materials inside cars but for a number of different reasons, it's not an easy process.

    Also, the Shelby Act prevents ANYONE from finding out the names of consumers who purchase vehicles in the U.S.

    You've really asked a lot of smart questions; especially regarding the BEST method for introducing us to MB buyers.
  • Posted by NovaHammer on 7/8/2010 at 11:48 AM Member
    Have the Quality/Warranty and Service issues been resolved that plagued Benz over the last decade?

    That might be the brand's biggest hurdle.
    Now does that translate into Club membership? I don't know.

    If so, sell the changes with an emotive call to action tagline without any obnoxious 'adversleeze' copy.

    Asking current members why they signed up would be a great place to start.

  • Posted by SRyan ;] on 7/8/2010 at 3:07 PM Accepted
    I dunno, seems like the tagline here should be pretty straightforward...

    "For People Who Love The Car"
    or
    "For People Who Love This Car"
    or
    "For People Who Love Their Car"

  • Posted by Ravee on 7/9/2010 at 4:39 AM Member
    1. MBCA - Aspiriation Fulfilled.
    2. MBCA - Inspired Driving
    3. MBCA - Young at Heart Not Age.
  • Posted by NovaHammer on 7/9/2010 at 10:58 PM Member
    Join Us - Seriously Driven Because We Value Fun



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