Question

Topic: Taglines/Names

Opinion On Tag Line Please

Posted by Anonymous on 7/2/2007 at 1:54 PM ET 125 Points
We recently started a new HVAC (heating/cooling) company and I would like some opinions on our tag line. Also if you have suggestions for a different tag line feel free to post as well.

We run a HVAC business in a fairly small (mostly rural) town. There are already several other HVAC companies in our area - the 3 main companies have been around for quite some time and were family owned. We are trying to bring a fresh look into the industry and yet not get too fancy or modern because that would not go over well in our town.

Home Comfort Solutions, Inc is our company name and we pride ourselves in delivering quality heating/cooling at affordable prices. We know that if we can get people to give us a try our level of customer service and quality of work will keep them coming back.

So what I had so far was:
"We deliver comfort right to your front door"

Opinions or suggestions please.
Thanks in advance!!

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RESPONSES

  • Posted on 7/2/2007 at 2:03 PM Author
    yes, I agree it needs to be shortened.

    I have been looking at it for a couple of days but seem to be at a block for now.
  • Posted on 7/2/2007 at 2:09 PM Author
    I had another brainstorm..... how about
    Solutions that leave you & your wallet comfortable.

    Too wordy? Too focused on price??
  • Posted on 7/2/2007 at 3:50 PM Author
    Vic,
    I like that one better too. Mine are always too wordy...LOL
    Guess that shows how much I like to talk..LOL

    Let's see what else we get.
  • Posted by Tracey on 7/2/2007 at 3:57 PM Accepted
    How about "We deliver comfort to your home"? I like that better than the second one "Solutions that leave..." because the 2nd one isn't specific enough to your business ("solutions" is a really general word). The first one focuses more on service ("we deliver") and quality.
  • Posted on 7/2/2007 at 4:52 PM Author
    Steve,
    Very clever...I like it!! :)

    I don't know how much it conveys but it does stress the Comfort part and I love a good witty statement.

    Anyone else care to comment on this suggestion or have others to offer?

    Home Comfort Solutions, Inc.
    Comfort is our middle name
  • Posted by Chris Blackman on 7/2/2007 at 5:37 PM Member
    How often do people come back to buy a new central heating or cooling system? Sounds more like a one-off purchase, maybe once every 20-years or so, to me.

    What is your core value proposition? Low price focus? High service levels? The quality of the equipment? Speed of response? After sales service? Low carbon-emission, use of alternative, "green" replaceable energy sources, e.g. solar, PV?

    Do you have a website we can look at, to understand more about your business?

  • Posted on 7/2/2007 at 6:00 PM Author
    Chris,
    Sorry but we do not have a website just yet. We are working on getting one but need to do some more preliminary work first.

    As for our focus I would say we would like to emphasize a quality service at competitive pricing. We pride ourselves on the quality of our work (installation & service repair) and our exceptional customer service (we do follow up calls after every job is complete).
    Like I mentioned, we are located in a small (someone behind the times) town therefore we must keep our advertising simple and nothing too modern. This is also why we chose our name....it states what we provide without getting technical. The brand we sell is a quality product therefore we emphasize the value of the customer's investment. In our industry (as with most) you tend to get what you pay for.

    Hope this helps. This is a good discussion and I appreciate all the thoughts and comments.
  • Posted on 7/2/2007 at 9:58 PM Accepted
    I really like the company name. It does a good job of communicating your [assumed] positioning. I don't feel any great need to have a tagline that repeats the thought, and certainly not the word "comfort."

    What I might do is add some information ... year-round conditioning, indoor air quality, satisfaction guaranteed, or something like that.

    I'd worry less about being clever and cute, and more about communicating a benefit that will be meaningful to your customers. Substantive claims always do better than clever puns or witticisms.

    Also, I would NOT refer to your pricing in the tagline. Let it be a pleasant surprise (when customers find out that you're reasonably priced). Price is not a benefit, and your tagline should be benefit-oriented.
  • Posted on 7/3/2007 at 7:18 AM Author
    mgoodman,
    Thank you for the comments and the compliment on our name choice. I agree that the tag line might be more useful if it provided or emphasized a customer benefit so how about...

    Service that goes beyond the "blank"

    Not sure what to fill in the blank with but I want to convey that our customer service is top notch. We include a 10 yr parts and labor warranty on every system and we ensure customer satisfaction by following up every job with a call. This way we can check back with the customer to see how things are working and to remind them of our 50/50 referral program.

    Got any ideas for me?

    Everyone is doing a great job posting ideas so let's see if we can nail this thing down today.

  • Posted on 7/3/2007 at 10:30 PM Author
    Thank you to everyone!!
    You really gave me a lot of options and it has been very helpful.

    Thanks to all of you for taking your time to respond and help out! :)
  • Posted on 7/4/2007 at 8:29 AM Member
    The benefit is not "exceptional service." That's how you do it. The benefit is more like "total peace of mind that the problem is solved, so you won't have to worry about it ever again."

    When you say "service," I think it suggests that you'll compensate for any defects in the installation or the equipment itself by showing up promptly to fix it. That's not the picture you want to paint.

    If you want to be benefit oriented, put yourself in the customer's shoes and think about what it is THEY want/need, not how YOU plan to deliver it.

    When I think about buying a new air conditioner, I don't want great service. I want a unit that will never require service after the initial installation -- the "Maytag repair man" syndrome.
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