Know-How Exchange : Taglines/Names

Oops. The name doesn't tell who your target audience is or what benefit you provide. You will need to do that with the tagline. "Creative" will just get in the way. You need a straightforward description of what you do to use in the tagline. (Is "Oyster" something related to hangars?)

Who is the target audience? Is it airport managers? Is it private pilots? Jet plane owners?

And what do you offer them that differentiates you from your competition? Why should they consider your company?

Thank you and it is probably obvious I'm no marketing genius.

First, Oyster is building hangars across the southeast US. The Oyster name relates to a family of companies that are asset protection and investment vehicles for a family limited partnership.

How Oyster relates to hangars - oysters protect pearls, hangars protect aircraft.

Target audience is owners and pilots of corporate jet aircraft.

How we might differentiate ourselves is hangars for jets are rarely offered at most airports and we intend to offer concierge services to satisfy discriminating clients, i.e. limos, catering, etc.

My ideas:

The oyster touch before you go

Call oyster home

Security plane and simple

Safe and secure one night at a time

Hangar flying at its best

World class right here

Your flight ends here

..... Evolved

Put your aircraft to bed

A precision approach to security

You won't go missed - oyster

You call the ball

Break out of the clouds to Oyster

A personal minimum - never

Cleared to hangar

Oyster Approach

Do you BUILD hangars or do you offer hangar space and services? Who owns the hangars -- you or the aircraft owners? None of the taglines you list tells what you DO or what BENEFIT a customer should expect.

And the "oyster" connection (to a hangar) may be cute to someone, but I don't think it will make much difference to your target audience. They care about what's in it for them, not how clever you can be with words.

Oyster Management
"Access the World from our Hangars"

Oyster Hangers for your Pearl of an Aircraft

Pearls are protected by their Oyster so is your Aircraft.

Protect your Aircraft, on the Ground

Aircraft hangers as good as the Aircraft they protect

Home is the Aircraft, Home from the sky

Zero AGL protection

Flight Level 0 Protection

Ground Level Protection

Homes for Aircraft

Oyster providers Pearl Handle Hangers

The best flight starts here

Protect Your Jet From Mother Nature
The Safest Place To Store Your Aircraft

Oyster Hangers - Secure Aircraft Housing

Oyster Hangers - Luxury Aircraft Housing

If I owned a jet and required a limo to take me to it, I would not pick a company with a cheesy tagline (and I have a decent sense of humor, or so I'm told).

Especially if it doesnt tell me what you do. When I hear "Oyster Management" and start reading taglines about pearls and security, I immediately picture an oyster with a...well, a pearl.

Then I ask myself "are they a jewelry safe company"? Do they sell pearls? Or do they manage my oysters for me if I want to get into the pearl business?

Then I start getting hungry and picture those little oyster crackers in my head. Then I think of kitchen appliances, but correct myself when I realize I'm thinking of "Oster", not "Oyster".

You see, big brands like Nike and Coca-Cola can come up with esoteric taglines like "one pearly white at a time", "the smell of victory", or "hangar up" because everyone knows who they are. Only then is it catchy and cute. Otherwise, you confuse the hell out of everyone.

Don't worry. I'm not jumping on you. It's a common mistake. Search this forum for "catchy tagline" to see what I mean. You are not alone.

So, what do you do now?

Use a simple, straightforward tagline that states what your company offers. Plane and simple (I couldn't resist).

Save the creative personality part for your sales/ad copy and your marketing images.

Maybe a picture of a jet on a big clothes hanger that is hanging inside one of your hangars would work. Combine it with a simple tagline like:

Private Jet Hangers and Concierge Service

Jet Hangers - Private, Safe, Secure

You could maybe get a little humorous with an ad using the pic of a hanging jet and say something like:

Jet Hangars... Really Big Ones.

or

Not Your Average Hangar!


Or flip it around to poke fun at other services, and hit on the fears of jet owners:

Need a New Hangar Service? (Dont use your hangar in the funny pic for this line. Use a shotty one with a greasy guy in overalls, name tag says "Kyle", he's smiling real big while giving a "thumbs-up".)

Then show another pic using YOUR hangar with a shiny jet, a limo, and happy people drinking champagne. And say something like: "Oyster Management. Protect Your Jet with Style...not Kyle"

You could do a whole series of funny viral ads. Another one can have Kyle, or a group of kids taking a jet for a joy ride. Or one with Kyle and a bunch of losers taking selfies while posing on/near the jet. And so on.

What I'm trying to say is you can use catchy, cute and funny stuff with humorous visuals, videos, and ads. But not on the corporate letterhead or the office sign.

I hope this gives you some ideas! Good Luck!

-Blaine Wilkerson

Mr Goodman

Thanks for the reply.. First I can't change the company name. Oyster is involved in several different industries. As I stated in my original post and reply to your original comment we build the hangars. I did not clearly state but we rent or lease to the transient traffic stated earlier. Transient jet traffic is not resident or based on the fields we are building on.

Thanks again.

Mr Wilkerson

I appreciate the critique and I did not take it like you were jumping on me. The security part comes from talking to corporate pilots across the US at airports while they are waiting to depart. Every one stated security would be their first concern or necessity thus the "security" focus.

I do like the private, safe, secure tag.

Everyone else, thanks for the input and ideas. I'm still looking for a good line and I agree with Mr Wilkerson, humor probably isn't the best way to attract jet setters (except for the likes of Hollywood child stars). These guys expect red carpet treatment.