Know-How Exchange : Strategy

Andre,

First a bit of a technical note and small nit: A position statement is not a tag line. I'm going to borrow some words I used earlier this week on the difference between the position statement and tag line:

The position statement is a part of the strategy and communicates to those inside the company the any and all of the following:

• Placement within a market segment


• Placement of the product relative to other products categories and application


• Placement versus competitors' products


• Placement of the product in terms of features and benefits

The position statement is critical to have in place before the marketing "production" work is completed because it ties everything together. A position statement is not a tagline because the audience is different; for a position statement, you are addressing company stakeholders versus a tagline is addressing customers. The language and method of communications of both are usually different because both sets most likely are motivated and affected differently and by different media.

If you remember Miller Lite's tagline "Less filling...tastes great " - you can be sure their position statement was a little more complex - something like Miller Lite is aimed at beer drinkers who want to cut the calories but maintain the taste. Versus Budweiser, Miller Lite has a cleaner taste and the same number of calories. With is positioning statement, the admen can take off doing commercials and the stockholders can understand how Miller plans to increase the company value with this brand.

So, now, with this in mind, I would recommend you generate a position statement to say what you want the firm to be. The statement can contain both objectives: The firm's objective is to place talented personnel into companies where they will thrive and reach their highest potential. The firm will accomplish this through networking with hundreds of offices nationwide, each developing deep relationships with regional employers, and through creative talent recruitment and screening processes. Or something such as this. A couple tips to developing the position statement:

1) What makes this firm truly unique among the thousands out there? What are the unique selling points? How are you different from the competition? Make sure this is in the position statement.
2) You have two customers (at least if this is a company paid service) - client companies and talent. The position statement should address both.

Once you have the position statement, then you can develop tag lines, advertising, logos, and all other manner of marketing tools. When these are developed, again, keep in mind that your firm may have a set of two: One aimed at the hiring company - the one who pays the bills, and one that is aimed at the personnel being placed. They need to agree versus conflict because both audiences can and may see both.

So, to answer your question, I believe your last statement is the telling one: "Any thoughts on which method might be a more appropriate strategy?" My recommendation is to tighten up your strategy first - put together a position statement - and then relook at the tag line you are trying to decide on.

I hope this helps.

Wayde

Andre,

Wayde has made excellent points.

Focus on or develop your differentiation. Without differentiation your tagline will not have the power to draw (many) customers towards you.

Your differentiation can be based on vertical industries say, or particular geographies, or both. If you are
"Providing Restaurant Workers for New Orleans,"
then highlight that because you will more business than you can handle!!

As an example of a Benefit that can be a differentiator maybe you can afford to offer:
"2+ Months or Half-Price"
(meaning if your recruit is fired or elopes in 60 days, then the Client pays you only half). Now this is a great benefit.

Or, as another example, offer:
"2+ Months or Replacement for Free!"
(This too will create favorable reaction = start of buzz!)

So, since you are in the business, look at all business-friendly propositions. Identify propositions you can afford to MAXIMIZE it (to get maximum attention of potential Client and have potential Clients talk about you) for your Clients. Offer the proposition and your business should do well.

Beyond the real proposition/benefit, you really do not *need* any (cute) tagline.


- RAJ DOSHI -