Question

Topic: Taglines/Names

Banking On Checks

Posted by Anonymous on 7/5/2007 at 4:35 PM ET 500 Points
My company sells low-cost personal checks (a dying bill-paying method!) by mail. Need help writing a tagline that plays-up the benefits of paying bills/goods & services by check (paper trail, reliable, no computer necessary...) Male/female target; 35-54; college-educated; married w/kids. Competition is bank checks, debit cards, online bill-pay. Your ideas/comments are welcome!
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RESPONSES

  • Posted by ilan on 7/5/2007 at 4:38 PM Member
    Check us out-It Works!
  • Posted on 7/5/2007 at 5:01 PM Author
    Thanks for the idea, Ilan. I love the play on words but am wondering if there's a way to expand on the benefits of "It Works." Would specifically like to focus on WHY paying by check works/makes bill-paying or shopping better.

    Lisa
  • Posted on 7/5/2007 at 11:20 PM Member
    First - You should be writing your resume. No pun intended, but you have stated that it is a dying process. So, I recommend that you read the writing on the wall. Ask yourself, "what else can you sell these people?"

    With that sober statement; I would use fear to motivate them. What will you do when...the power goes out, the ATM does not work, the strip gets de-magnatized, ... "Real Checks, They just work!"

    Lastly, don't try to change their behavior. They don't need to use your checks, they just need to buy your checks. So, just focus on getting them to buy your checks, "Just in Case".
  • Posted by Chris Blackman on 7/6/2007 at 2:16 AM Member
    "Would specifically like to focus on WHY paying by check works/makes bill-paying or shopping better"

    Good question. Why does it?

    What are the upsides?

    Have you got a SWOT on paying by cheque versus alternative payment methods? If so, can we see it?

    ChrisB
  • Posted on 7/6/2007 at 10:07 AM Author
    David:

    I like your approach. Very savvy thinking...

    About my resume--I really like my work here. At some point, the product life cycle/technology life cycle will "retire" but until then, I'd like to keep looking for creative marketing strategies to sustain the brand short-term. Your idea is a good one.

    Thank you!
  • Posted on 7/6/2007 at 10:09 AM Author
    Thanks for the tagline ideas, Peg. They tie-in neatly with David's strategy.
  • Posted on 7/6/2007 at 12:07 PM Member
    Just Fill In The Blanks
    Personally Printed Checks -- Pen Sold Separately
    Keep it in writing
    The other way to pay




  • Posted on 7/7/2007 at 11:31 AM Accepted
    Have you asked your customers why they buy/use paper checks? It would be interesting to learn the reasons THEY think paper checks are still useful. It would also be useful to know who those folks are ... demographics, lifestyle, media choices, other products/categories they use a lot, etc.

    You've gotten some good ideas here, and I don't have any specific upgrades. kathysmithcasting had some excellent suggestions, and ChrisB/ASVP has obviously asked the core question.

    My contribution would be to suggest that the answer probably lies with your current customers. If you knew who they were and why they buy/use paper checks, it would probably help you position the brand/company better with the target audience that is most likely to purchase.

    Good luck.
  • Posted on 7/7/2007 at 11:39 AM Accepted
    How large a database of customers do you have? If it's large enough, you may be able to do a PRIZM analysis and learn a lot about your customers' lifestyles, psychographics, etc. without actually conducting primary research.

    Info at the Claritas website.

    Let me know if you need/want more information.
  • Posted on 7/9/2007 at 9:57 AM Author
    mgoodman,

    We're in the midst of doing customer satisfaction surveys now and probing WHY our customers still buy checks. Will definintely take your advice about diving deeper into their psychographic profiles.

    Thank you for the valuable feedback...

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