Question

Topic: Taglines/Names

Need Catchy Slogan For The Fitness Club

Posted by Anonymous on 8/31/2010 at 8:03 AM ET 250 Points
I need a catchy slogan for our exclusive fitness club. Boss insists in including "professionals" in it, since most of the personnel we have there are highly qualified, with university degrees. Very much appreciate your contribution.
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  • Posted by Gary Bloomer on 8/31/2010 at 10:08 AM Accepted
    Dear Marlabalzan,

    "I need a catchy slogan for our exclusive fitness club. Boss insists in including "professionals" in it ..."

    No, you don't. You need a relevant slogan, which means you need wording that appeals to your audience. But this aside, a name alone will not build your profile as the place to go to get fit. To do this you need examples of the OUTCOME of membership: before and after photos; social proof, and proof of end results after the effort of working out. No name alone will do this.

    None.

    Nor will including the word "professional", and this applies REGARDLESS of what your boss wants, UNLESS your boss has PROOF that using the word "professional" will have people signing up in droves.

    I hope this helps.

    Gary Bloomer
    The Direct Response Marketing Guy™
    Wilmington, DE, USA.
  • Posted on 8/31/2010 at 10:27 AM Accepted
    Gary is right. "Catchy" shouldn't be the primary criteria, and "professionals" may be talking to yourself more than to your target audience.

    So let's see if we can help you. First, it's important to define your target audience. Who are those folks? Where do they live? What other businesses/products do they buy/patronize? What kinds of cars do they drive? What magazines do they read? In short, what makes them tick?

    Next, does the club have a name? If not, then that should probably come first -- before the tagline. If so, then we need to know what it is, so we don't repeat anything from the name in the tagline, and so we can explain or expand on the name to make it more relevant/appealing to your target audience.

    Then, what is your positioning benefit? Why should someone in your target audience join your club? What's the ultimate benefit they're seeking that you can deliver? What words to they use to describe what they want? What is the emotional payoff from their perspective?

    If you can help us with answers to these questions, we can help you come up with a great tagline for the club.

    BTW, if you're really serious about coming up with a great tagline, you probably ought to hire a consultant or copywriter who does this sort of thing for a living. We're pretty good at this, but you may need intensive, in-depth help if this is "for real."
  • Posted on 8/31/2010 at 2:41 PM Author
    :) How much I agree with you! Talk mostly YOU and not ME. As well as just putting "professional" word in the phrase will tell nothing to the audience without the background explained. If I would be my boss, I would not ask me to do this job but would just pass this request to an experienced marketing specialists to deal with but it is not a solution. You cannot just ask someone to make up a slogan (haha, this is exactly what I just asked you to do...) You have to develop the entire concept and philosophy. Well, to cut story short, boss thinks he knows what he wants... and unfortunately he always thinks he does! So I am trying to find a compromise between common marketing sense and business owner's wish.
    He suggested a slogan (won't post it here in case he "googles" for it :-)) but I cannot force myself to just "whack" it on the billboard as a thought of seeing it every day on my way to work simply gives me creeps (though my husband rightly suggested not to waste my time and write whatever I have been told to). I am not loosing my fate and hope to find a solution that boss would accept. I have a very basic marketing background but never had a chance to apply my theoretical knowledge to practice. As well English is not my native language.
    I would be happy to learn from you, guys, just for my self-education.
    to: mgoodman
    Thanks for trying to help! A bit of information here: Fitness club is located in a 4* hotel and it teams up with the luxurious spa. It offers several membership types to choose from that include various spa treatments as well as fitness programs.
    Spa offers very modern equipment, highly qualified personnel and various classes. We are talking about something of a "posh" level in comparison to the "stinky" regular gyms I have seen in town. Memberships in this gym are slightly more expensive but services and environment are superior to the competitors.

  • Posted by Jay Hamilton-Roth on 8/31/2010 at 4:08 PM Accepted
    Four Star Fitness
    Get Fit In Luxury
    Look Good. Feel Magnificent.
    How VIPs Get Fit.
  • Posted on 8/31/2010 at 9:19 PM Moderator
    Maybe this is a test for you. The Boss has purposely come up with a bad slogan so you will stretch yourself to find a better one.

    If you're convinced that you can't persuade him that this isn't the right way to develop a slogan, then you need to either do it his way or come up with something he'll like even more. It doesn't need to be better. It just needs to make him THINK it's better. Perhaps an improvement on his basic concept.

    Do you think he might be persuaded by OUR arguments for doing this the right way? Or are we stuck with the assignment you laid out for us?

    If so, Jay Hamilton-Roth's suggestions are all sound and seem to do the job. (My personal favorite: "4-Star Fitness." Good opportunity for a strong mnemonic logo with 4 stars. Perhaps 4 stars as the bullets for 4 crisp bullet-point benefits?) Or perhaps you can incorporate the name of the Hotel or the city, neighborhood, or a well-known local landmark.

    Or keep your life simple and follow your husband's advice. The cringe when you pass the sign may abate after a few days, and you can always remind yourself that English isn't your native tongue. :)
  • Posted on 9/1/2010 at 12:21 AM Author
    Is not a test, mgoodman :) He usually wants to get things done QUICKLY, without even giving time to rebel :) Had experience of putting an awful slogan for another business in the airport. 3-4 people, including me, kept saying to him "It doesn't really sound good, boss, it is bad English". The answer was "I like it!"
    4* fitness won't work, in his mind he is 5* min :-)
    Logo of the hotel will be next to the slogan anyway.
    I liked something I have seen here in another post: "Take your fitness to the next level"
    Will print it our and put it on his desk a few other options.
    Well, sun is strong here, i am sure it will quickly get faded ;-)
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