Question

Topic: Taglines/Names

New Name/tagline Req For Gourmet Store

Posted by Anonymous on 10/19/2008 at 9:43 PM ET 250 Points
Can you help us with a new Name/Tagline? We've just purchased a retail store specialising in Gourmet food products & gift hampers. It's a unique store, has its own branded products which are handmade locally without preservatives, additives, stablisers etc etc (as well as stocking other company products). The products are great, but the current image is not bringing in new clients. The business has been around for 18yrs & has been a huge success until recently (2yrs), has had 2 other stores.You would say, it looks at the moment like "your grannies country kitchen" colours maroons, oranges - its horrible. Its now a family business run by my mother, sister & myself (my sister & i are early to mid 20's). It's in urgent need of a store & name makeover. Its in a prime location, surrounded by restaurants, cafes & retail stores, but really needs action now. There is no other store/company like ours currently in the city, which is great for us! We're looking for a simple name, perhaps one or two words only that can capture what we are all about - what a mission!!! We need some help please?????
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RESPONSES

  • Posted by Jay Hamilton-Roth on 10/20/2008 at 9:15 AM Accepted
    I'd caution you not to immediately change the name of the store, unless you're planning on changing the types of products you sell. The name has recognition, and maybe what you need to do is reposition it as the old-fashioned choice in a unhealthy fast-food world.

    I'd encourage you to also figure out what happened to change the store's success 2 years ago. Was it competition (even though you say you have none - there's usually always a place that has something in the same vein - even if it's online) ? Loss of anchor tenants? Bad PR?

    Changing the colors may be a good first (gradual) step, but also work on repositioning it based on your research at the same time.

    If you don't already have a marketing strategy, start creating one. Clearly identify who you're targeting, why they would shop with you, what makes you truly unique, etc.
  • Posted by sarah on 10/21/2008 at 12:33 PM Accepted
    Another thing to think about is, "Who is your audience?"...is it the busy mom who wants a "treat" for herself and friends, a splurge or self-indulgent moment? Or are you targeting established women with disposable incomes for this type of thing, where it isn't as much of a treat as a way to relax as a necessity?
  • Posted by Mikee on 10/21/2008 at 7:02 PM Accepted
    I too would reconsider changing the name. It sounds like until recently it was well known. I would definitely consider a makeover of the store.

    What is the current name?

    Add in a tagline could help get people thinking about it in a different way, in addition to a facelift of the store.

    Taglines

    For the Gourmet in All of Us
    Gourmet for All
    The one stop for Gourmets
    Your Gourmet
    Your Gourmet Head Quarters
    Me, A Gourmet?

    Mike
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