Question

Topic: Taglines/Names

We Need A Catchy Tagline For Our Metal Fab Company

Posted by Anonymous on 9/13/2013 at 1:08 PM ET 250 Points
Our company needs a catchy tagline for our new website and brochures. We are MRK Industries, Inc. A metal fabrication company located in the Chicago area (we do projects nationally as well). We make ornamental and acoustical metal products for the construction industry. Very wide range of capabilities from Column Covers, cornerguards to perforated ceiling and wall panels. We are a custom shop, as well as an OEM manufacturer (making material for other companies to sell).Our target customers are General Contractors, Architects and large manufacturing companies.
Can someone help?
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RESPONSES

  • Posted by mgoodman on 9/13/2013 at 1:15 PM Moderator
    Let's start by understanding why you need a tagline. What do you think it will do for you? Is it to explain the company name (that doesn't say much about what you do)?

    Then let's understand what important and unique benefit you deliver for your customers. Why should someone in the target audience buy from you instead of a competitor? What's in it for them?

    Then let's understand how your target audience knows when to seek out your company, how they make the decision, and what factors are most important to them. How do they even find you or know you exist?

    If you can give us this kind of information we can come up with a great tagline for you.
  • Posted on 9/13/2013 at 2:16 PM Author
    Thank you for the response. To answer your questions:
    We want a tagline to help quickly describe what our company does. We hope it will help catch the eye of customers/potential customers. I did some research and many of our competitors use a tagline on their website and literature.

    Some of the unique benefits we offer is a full engineering staff, project management, shipping dept, quality control (one stop shopping for contractors). Also unique is the broad capabilities we have. We have specialized equipment that enables us to make panels longer than most other manufacturers. We can make small jobs, say one or two cornerguards for a local contractor, or large jobs - say a custom dome ceiling for a national contractor.

    Most of our target customers are directed to our website via sales efforts. We would reach out to a company, mail them a brochure and direct them to our website. Most potential customers do not do a google search online for metal fabricators (although it is possible).
    Our website is in process now.

    Hope that answers your questions.
  • Posted by Jay Hamilton-Roth on 9/13/2013 at 2:25 PM Member
    Engineered Metal Fabrication Solutions
  • Posted by SteveByrneMarketing on 9/13/2013 at 4:04 PM Member
    MRK Industries, Inc.
    (The) Metal Fabrication Choice of Professional Designers
  • Posted by Moriarty on 9/13/2013 at 5:04 PM Accepted
    Beginning to end: ornament and quality
    Fabrication to fixing: beauty
    Biggest, smallest, longest or thinnest we can do it
    Two or two thousand. Ask us.

    and your own "one stop shopping for contractors"


    When you say "Most potential customers do not do a google search online for metal fabricators (although it is possible). " - the Google display network (ads in online trade mags, newspaper articles, blogs etc) would do you very nicely. Treat it like a standard advertising campaign with a landing page on your website. The information you gather will tell you a lot about where your customers are coming from and you can reverse-engineer this so that your printed advertising is much better.
  • Posted by Mike Steffes on 9/13/2013 at 8:36 PM Accepted
    MRK Industries, Inc.
    "When the local job shop just isn't enough"
  • Posted by Gary Bloomer on 9/14/2013 at 9:29 AM Accepted
    Simply because many of your competitors use a tagline on their website and literature it does not logically follow on that you need the same thing.

    What will be of far greater value to you long term are a series of positioning statements that speak to your customer's needs about the things that are most important to them. To find this out you'll need to carry out a double blind survey in which the market research company asking the questions OF your customers does not know WHICH company is asking them and in which the people answering the questions are simply answering questions about their needs in terms of metal fabrication.

    THIS way, you find out EXACTLY what your customers see as being most important to them and you can then tailor your positioning phrases in such a way that they state words to the effect of "MRK Industries, Inc., fulfills XX% of customer orders within XX hours" ... OR ... "MRK Industries, Inc., has led the way in the fabrication of ABC in Chicago since X date." ... OR ... "MRK Industries, Inc. quality assurance is XX% above the national average" (industry appropriate citation).

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