Question

Topic: Taglines/Names

Name (and Maybe A Tagline)

Posted by Anonymous on 1/14/2013 at 7:31 PM ET 250 Points
Good Evening. I am trying to come up with a name for a vacation rental & Concierge Business to be located in a small coastal community in the Northeast. The business will have two major focuses:

1) Vacation Rentals which will involve the total management of peoples beach front rentals to generate a weekly income for the home owner. This will include marketing the property, renting the property, handling changeover cleaning and maintenance, handling overall maintenance of the properties, etc.

2) Vacation Concierge Service which will focus on meeting all the needs of today's vacationers. This Will include making restaurant reservations, booking charters and adventures, securing show & game tickets, Arrival Services including gift baskets, tours, pre stocking provisions, etc., event planning and anything else that is legal and ethical.

Marketing will entail direct mailers, face-to-face marketing campaign to homeowners, adds in relevant periodicals, and word-of-mouth.

What will set us aside from the competition is the level of service we provide both to the home owner and the vacationer which will create a substantial amount of repetitive business ensuring less vacancies and increasing the homeowners bottom line. Most of the local competitions focus is purely on renting properties, taking there commission, and offering very little in the way of additional services. Most of these companies have done very little to stay competitive. For example, most of their website look like they were developed in the early 90's and have not changed much since.

As far as a name goes, I am envisioning something warm and fun that captures the essence of life by the sea.

Thanks in advance for any guidance
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RESPONSES

  • Posted by Jay Hamilton-Roth on 1/14/2013 at 7:44 PM Member
    What's the name of the community?
    What region will you be serving (for both rentals & concierge)?
  • Posted on 1/14/2013 at 7:58 PM Author
    Mr Hamilton-Roth,

    At this time I would like to leave that confidential if possible. I understand that this would be valuable from a naming perspective; however, I do not want to incorporate the town or the service area into the name. It is a very tourist orientated community and the both the town name and service are overused at this point. I want something that sets me apart from the competition. Does this make sense?

    Best regards and thanks for the fast response.

  • Posted on 1/14/2013 at 8:32 PM Moderator
    While you might want to keep the community name out of the business name, you might consider something that communicates the general area you're in. The name of the bay or sound, something that includes "Down-East" or "Acadia," etc. The idea should be to limit your target audience to just the area you serve. That way your communications can all be highly targeted, and thus highly relevant.

    Just out of curiosity, is there some reason you're not considering search advertising? It would seem that might be a natural, and very cost-efficient, medium for your business. You can geo-target your advertising to just the areas you want, and you only pay when someone clicks through to your landing page. Separate campaigns for homeowners and renters, of course.
  • Posted by Jay Hamilton-Roth on 1/14/2013 at 9:43 PM Member
    In that case, why not simply "Concierge Vacation Rentals"? That encompasses the scope of what you're offering in a no-nonsense way.
  • Posted by Moriarty on 1/15/2013 at 3:23 AM Accepted
    You say that your competition are using websites that look dated. You also say that you need to stand out from the pack. You need to consider an entire strategy here, because when your competition learns that you are taking their clients they will retaliate.

    Usually this means they will copy what you did. Sometimes to the letter. Which means your strategy will last maybe a season. That doesn't mean it won't work, it does mean that you need to consider other outcomes. In such situations my advice is to start with three taglines, or USPs that are equally powerful. As the competition hots up, and it is less effective, you can wheel in one of your new ones and you are at the top again - leaving them open mouthed.

    Oh, and effectively you have two businesses. One for locals and one for visitors. They ought to have a different approach from you. In the mean time I will consider them together.

    Seagulls and Sand. Coastal holidays in the beautiful North East.

    - Looking after every aspect of holidays and holidaymakers.

    -for holiday makers and holiday takers

    The Warm Salty Wave. For those who enjoy the north east

  • Posted on 1/15/2013 at 7:27 PM Author
    Thanks everyone for the great feedback. I am considering search advertising and agree on how effective that approach can be. I think I am looking for something a little more brandable than "Concierge Vacation Rentals". Moriarty, I completely agree with your comments regarding my competition. It is actually one of my biggest fears in the early stages of this start-up. I want to move foward without showing my had too much until I am ready to hit the ground running. Thanks again for the attention.
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