Question

Topic: Taglines/Names

Tagline Help Needed For Floral Studio

Posted by Anonymous on 2/4/2012 at 7:44 PM ET 250 Points
Hi,

My name is Amanda. I am the owner + floral designer at Alluring Blooms. We are a by appointment only floral studio specializing in flowers for weddings/events. I consider our target market brides who love flowers and appreciate what an outstanding effect floral can have on their big day.

I'm looking for input on our current tag line:

"You're unique. Why should your flowers be any different?"

Like or dislike? Any better suggestions?

Here are a few others we were tossing around before we settled on our current tag line:

"Unique flowers for one of a kind weddings."
"Enticing flowers for one of a kind events."
"Flowers that will entice your senses."

Thanks in advance for your thoughts!!!

Amanda
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RESPONSES

  • Posted by Jay Hamilton-Roth on 2/5/2012 at 8:01 AM Member
    If your target market is brides, then why not make that clear in your tagline:

    Specializing In Unique Bridal Bouquets
    Let Our Beautiful Flowers Enhance Your Wedding (Day)
    Enhance Your Wedding With a Flower Fantasy
  • Posted on 2/5/2012 at 10:11 AM Author
    Thanks for the response Jay. I appreciate it.

    We actually considered that. We were tossing around "unique flowers for one of a kind brides" but we decided we wanted to keep brides out of the tagline. While brides are our target market, our bread and butter per se, we're LGBT friendly. We don't want our tagline to feel exclusionary. We also do flowers for events not just weddngs so we were leaning towards one that doesn't target just weddings. Does that make sense? Are we looking at this the wrong way? Neither my husband nor I are marketing people so this is all just stuff we've discussed ad nauseum.
  • Posted on 2/6/2012 at 10:21 AM Moderator
    Without knowing very much about your business, my inclination would be to use a tagline that is as specific to your primary target market as possible. Wouldn't you rather have a 100% share of a narrow market than a 5% share of a bigger one?

    You might want to start by (a) being even more specific about your primary target audience, and (b) identifying the unique and important benefit you provide them.

    The primary target audience: Where do they live? When and how do they decide on flowers for the wedding? Who (besides the bride) is involved in the decision? What criteria do they use when deciding on a florist? Etc. Be really specific and precise; it will help your communications.

    The unique and important benefit: Providing flowers -- even unique flowers -- isn't a benefit. The benefit is more like making sure the bride feels like a queen on her wedding day and has a lifelong memory of the important day (including the wonderful scents and beauty of flowers that underscore the meaningful sentiment of the moment).

    Unique flowers are a feature, not a benefit. And people buy benefits, not features. Don't focus on the flowers or the uniqueness. Focus on the benefit you provide. The unique flowers are your "magic ingredients" that allow you to deliver the benefit. They are not the benefit.

    Your tagline should promote the benefit.
  • Posted on 2/6/2012 at 12:57 PM Accepted
    Here is my feedback and suggestion.

    1. "You're unique. Why should your flowers be any different?" - I like it. Very effective, but this statement is more sales oriented and you tell this to your customer when you are meeting him/ her one to one.

    2. "Unique flowers for one of a kind weddings."and "Enticing flowers for one of a kind events." - Should be avoided, because it is not giving clear message what kind of event you are talking about. You want to promote your flowers for weddings, so give a clear message that which event you are referring to. Mr. Jay gave you a good option,"Specializing In Unique Bridal Bouquets" (you can replace bridal with wedding as you don't want to focus on women alone). This line gives clear message to your customer about your abilities.

    3. "Flowers that will entice your senses." - Good one. People would like to try your store even if they are not having big event. If they find your work good, they'll remember it and they will come back to you or mention it to their friends.

    You can try "Flowers are Forever" - To associate your flowers with life time memory of their special event.

  • Posted on 2/8/2012 at 9:35 PM Author
    Thank you all for your responses! I appreciate the feedback so much. I'm looking forward to sharing these ideas with my husband.
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