Question

Topic: Taglines/Names

What To Do In These Economic Times?

Posted by lgallagh on 11/12/2008 at 5:16 PM ET 250 Points
I am struggling with a catchy title on an article I am writing on how CMO's are challenged with getting to know/grow their customers in a recession with cut budgets.

thoughts?
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RESPONSES

  • Posted by Wayne Wood on 11/12/2008 at 5:50 PM Accepted
    Stretching The Marketing String Beyong Breaking Point

    You can't cut your way to sales success

    Tough Times Marketing The Most effecient Way To Reach Consumers

    Tough Cuts, Tough Sales

    Growing in a shrinking market

    Think Shrink and it will happen
  • Posted on 11/12/2008 at 5:52 PM Accepted
    Where is the article going to be seen/published, Lee? Who is the target audience?

    These questions are critically important because it's not clear why you would want a "catchy" title unless you think the "straight" title would not be very interesting to your target audience. If that's the case, why would the article be any more interesting to them if they're hooked by the "catchy" title and then disappointed when the article itself isn't so "catchy?"

    For example, why wouldn't you go with a title like:

    "Getting to Know Your Customers without Spending a Lot of Money"

    or

    "Recession Marketing: Getting to Know Your Customers"

    You get the idea.

    P.S. Can we get to see the article? Is it posted on a website somewhere? If not, can you send it to us as an email attachment? It might help us come up with a good title for you if we read the article.
  • Posted by lgallagh on 11/12/2008 at 11:00 PM Author
    great start. Here is the skinny on what I am working on for this CMO article. I currently run a blog which discusses new routes to revenue for marketers to explore in growing customer loyalty. In addition, I am working on a white paper and a brief for CMO's for their upcoming event in California. The focus continues to be doing more with less to build, develop and churn the customer base.

    So why the catchy title. I am a strong believer that most people make a decision to read an article in the same matter in which they purchase magazines in the supermarket.

    Audience: C Level and senior marketers
  • Posted by Jay Hamilton-Roth on 11/13/2008 at 8:21 AM Accepted
    Maverick Customer Recession Strategies
    Contrarian Customer Retention Strategies
  • Posted on 11/13/2008 at 8:34 AM Accepted
    A brand name is not easy to build and can be easy to forget if you abandon it in difficult economic times. We in the ad business have always sustained that in difficult times continue to advertise your brand. Once the slump ends your brand will be on top of the mind of current and prospective users and it will lead the category. There is an ad campaign by the AAAA (American Advertising Association) in the '80s where various key advertisers talk about how important is to keep the expenditures in hard times. I suggest you try to find it. In case of interest I have a copy. Good luck!
    Juan
  • Posted by DougM on 11/13/2008 at 11:14 PM Accepted
    Marketing on a Shoestring When Your Shoes Don't Have Strings.
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