Know-How Exchange : Taglines/Names

Many of us service and product providers believe that a "one-stop-shop" is what people want. Why wouldn't they? It saves so much time and we're all busy! However, most of us never ASK the customer if this has value - or at least ask it in the right way. Try this: Ask your target customers how much MORE they are willing to pay for your services because they don't have to shop around for all of them. If you have many who reply "Nothing," then you know that they put little value on the one-stop solution. Think of it this way: At a convenience store, you can get gas, bread, video tapes, jewelry, and sometimes clothing. The price tag for these items is higher than you'd pay at a grocery store, a clothing store, etc. You pay it because either it's an impulse buy or it's more trouble than it's worth to go to each individual store. Of course, you also understand that in most cases, the quality of these products isn't there either - but you accept that for the convenience. Additionally, you don't get the variety at these places versus the dedicated stores. With this in mind, leading with the one-stop-shop principle might put your image in the "convenience store" category. Further, many people might wonder that if you do everything, how can you be good or "best" at anything?

A wedding (and many other events) are huge one-time events (or at least we plan them that way). I would think the bride would rather hear that you are creating a very memorable, perfect event with the very best service providers versus making it convenient. With an asterisks and in small letters at the bottom, you might add, "by the way, if you require this, I have lots of connections so that the wedding will be taken care of for you - I do the work, you enjoy."

Besides that, I'm thinking that I would expect that most event planners would have contacts for all the service providers to complete the task. I hardly think I'd go to an event planner that tells me that they will plan the event but I have to find the photographer, the caterer, the flower company, etc. So by you having those "services," that makes you what I would expect, not differentiated from every other event planner. Highlighting what I'd expect - "I have all the pieces for you!" That's kind of obviousness, isn't it?

To answer your question, "How do you express that you have everything they need" - the first step is to find out if this concept has any value, given the potential pitfalls above. Go ask prospective customers. Their answers will lead you to how to express it, if at all.

I hope this helps.

Wayde

Imagine you're at the bridal show and look around at the other event planners. Everyone's likely to have pictures and mock-ups of place settings. Everyone's likely to have some free/discounted offer. Therefore, you need a message that sets you apart from the rest. Since you've been in business for a couple of years - do you have video testimonials of your past clients (saying how wonderful, easy, well-received, and top-notch your team has been to work with)? Do you have brief videos showcasing the range of services you can provide on-site?

Saying you're "one-stop" isn't a clear benefit. The venue that the couple choose may have a wedding planner on-site already with similar contacts to yours. Perhaps you specialize in first-time brides, or high-end weddings, or multiple-day wedding extravaganzas, or logistically complicated events (multiple days/locations). Showcase what sets you apart in the eyes of your customers. And if you're not sure - ask your past customers why they were glad they hired you.