Know-How Exchange : Branding

Someone had a very similar question for k-12 last week, you might want to do a quick search.

The cost savings have to be mentioned early and often. Budgets are going to be smaller and more scruntinized this year.

In addition to your PO to GO, ease of use should be highlighted. Software is never valuable if no one bothers to use it, and use it properly.

If it were me...I would go with theme of "You don't need an advanced degree to save money on your facilities management this semester". The graphics would incorporate a academic standing perplexed amongst the shelves of supplies.

I'd market with IFMA, (Facility Manager org)- and target (besides schools above) medical facilities. They have regular shows, meetings, etc.

As I am sure you already know, the quality of your headline can make or break your campaign. Consider using the 'Benefit-fast&easy' formula for this campaign.

Find the benefit...
When you have taken the time to list all the benefits of your product or service, it is much easier to begin formulating some excellent headlines. Decide on the most attractive benefit your product offers. What one great advantage does your product give customers? What unique advantage does your product offer? Don't just guess at it talk to prospects and customers. Give them a short list of 2 to 5 solid benefits your product delivers on, and then ask them to choose just one.

What you hope to achieve with this little exercise, is to get actual prospects and customers to identify the one benefit that is of supreme importance to them . It could be a single benefit or, more likely, the 'ultimate benefit' of your product. Try to narrow it down to one powerful benefit and then use that as your starting point.

A headline that's centered around the most appealing benefit has a good chance of attracting far more interest and attention than any non-benefit headline.

Make it fast and easy...
'Quick and easy' satisfies the craving for instant gratification with little or no work. What could be better than that? Not only are you promising the one thing customers want most, you're also offering this in rapid time and without much, if any effort on the part of the prospect. This is how you present the ideal dream solution to your customers and prospects. Make sure your promise is believable.

Specific solutions attainable in less time and with less effort. That's what prospects want, your job is to give it to them up-front in the headline. One way to do it is to simply add the words 'quick and easy'. Another technique is to quote specific figures in terms of the time required, such as "10 days to..., "30-day plan for..., "in just six weeks", or "overnight", or in your case "from PO to
GO in 60 days".

Maintenance-Free Maintenance Management.

EXPRESS FOR ORDERS
Accurate, Efficient Systems For Maintenance and Work Orders

QUICK-CYCLE
For Maintenance and Work Orders

MESSENGER EXPRESS
Improve Your Maintenance and Work Order Cycles

Marketing-Riot

WORK SMARTER, SAVE TIME, GET THE JOB DONE!
With the leading XYZ Maintenance and Work Orders software.