Know-How Exchange : Advertising/PR

msm008,

I think you have a positioning problem more than a slogan deficiency.

We will have a particular problem coming up with a slogan for you because the name of the business doesn't tell what you do, what benefit your target audience should expect, or what sets you apart from other fitness trainers. Asking for a slogan to do all of that by itself, and explain the esoteric name, is a real challenge.

Let's go back to the target audience: It seems there are two kinds of audiences -- the folks who already provide some fitness or recreation benefits, and end-user clients. Their needs are very different (from each other), and it's highly unlikely we will be able to come up with a slogan that's perfect for both at the same time ... if you even would want that.

I'd suggest you narrow your focus to one group or the other and then understand the decision-making process for your (new and more limited) target audience.

If you are open to a name change, that's probably a good idea too. "Cute" names are rarely as effective as names that communicate the core positioning benefit. Failing an ideal name, at least try to communicate what you do. That way the slogan can get to the benefit without having to explain how you deliver it.

Thanks for your responses thus far. You're right, there are 2 target audiences. I struggled with the name because of this which is why I selected the name I did. It's obviously a play off of "meditation" which can be taken to mean self discovery/inner peace which is what I am hoping those who directly use my services will come to. I would definitely be open to a name change if someone had suggestions.

I am different from others in that I am certified in Pilates, Yoga and group exercise instruction. This appeals to both target audiences as I am versatile and well-rounded. Narrowing the focus to one group or the other isn't an option for me at this point as I I am building my business by serving both. In fact, my personal training clients have come from my classes so it's a good pipeline.

I like PhilGrisolia's suggestion about identifying what I do rather than a slogan. It's the most straightforward at this point.

The following slogan was just suggested to me: "One body. One lifetime. Get fit." Any comments?

For conseration:

Fit body--now and for always


jag
MarketBase

Consider "Fittercize" instead of "Metta-tation", since as others have noted, your name doesn't give a clue on what you do. Fittercise combines the goal (get fit) with the activity (exercise). It's just another name to play with.

And given your target market, keep it simple:
Pilates/Yoga/Exercise: Private & Group Instruction