Know-How Exchange : Taglines/Names

I'm afraid I have a problem with the "Sprouty!" name if this is a serious marketing/business consultancy. It sounds more like an organic food store or a garden center. From a marketing standpoint -- including your tagline request -- I have a different problem: Suddenly the tagline has to do everything! It has to tell what you do, who your target audience is, and what unique and important benefit you provide. The name doesn't help.

Now, if you're really married to "Sprouty!" and not willing or able to change it, it's not totally a lost cause. But then you need to tell us EXACTLY who the prime target audience is. Where are they located? What industry? What are their most pressing needs? What words do they use when they discuss their situation and wish list?

And then: What unique and important benefit are you going to deliver? Why should anyone hire you instead of any one of a dozen other consultants?

All of these questions are relevant if we're to come up with a tagline. In truth, they are the same questions we'd be asking if you came to us for a name and a tagline.

Thanks for this - the name in fact was arrived at by the person I am joining forces with, so before I came on board - his original plan was for a hub type organisation for start-ups and SME's e.g unemployed, those wanting to start a business but want the assistance of others in the same situation/with complimentary skills who can work together to build a stronger business future.

I was originally setting up on my own as a consultancy but then got talking to this person through a start-ups website - he does graphics/web, I would be marketing.

Now, if you're really married to "Sprouty!" and not willing or able to change it, it's not totally a lost cause. But then you need to tell us EXACTLY who the prime target audience is. Where are they located? What industry? What are their most pressing needs? What words do they use when they discuss their situation and wish list? I AM OPEN TO CHANGE BUT AT THE SAME TIME DO NOT WISH TO UPSET THE GUY WHO CAME UP WITH IT, BUT IT HAS TO BE TO THE BENEFIT OF SME'S/START-UPS. They are a prime target audience who will be located primarily in the Midlands and North West, but once the hub is up and running it will be national. their most pressing needs especially in the UK, are that they do not have the ability to pay for a marketing person to be employed and may not always need the full package but parts of the marketing spectrum only and need guidance on this and production of outcomes advised on. Regarding what words do they use and their wishlist it is to have somebody there on tap who knows what they are talking about, can advise them on the best path to take, which tactics to use which will enhance their profile and bring on board clients for them, somebody to implement these for them with creativity but allow them to have input which in turn allows them to learn. Somebody who will train, coach and mentor them throughout their start-up or if an established SME give them the tools to retain and acquire business - an area I have worked in for a long time during my marcoms career.

And then: What unique and important benefit are you going to deliver? Why should anyone hire you instead of any one of a dozen other consultants?
The important benefit is that they are struggling in a recession hit environment and we can mentor them on the importance of marketing in 'lean times' and what avenues they can take to enhance their situation and gain business. Yes others may do this as well, but the co-working approach does not exist in the North West/Mids - yes there are much larger hubs out there, but they cannot afford them - when I worked for a membership organisation people did not want to pay the fees when cutting back, our fees will be structured to suit their situation.

We are in the process of writing the business plan - I am doing the majority of this and the marketing plan for the consultancy so it is in its early stages - people like one to one approach in my eyes, the family type feel as if they are working with somebody who is actually part of their organisation, larger businesses of this type, having used them, do not give that type of feeling.

I am open to suggestion on both name and tagline, and hope that some of the above helps you further. I think Matt was trying to imply growth in business from start to finish e.g. so we take them right the way through that journey (the hub would be called The Incubator) and assist at all stages in a creative fashion or as an advisor on all aspects, providing the tools they need within budget.

Please feel free to suggest names/taglines, I don't have a problem with that. Thanks Kathy

Read more: https://www.marketingprofs.com/ea/qst_question.asp?qstid=40746#ixzz2JDjEI8P...

As you are currently writing a business plan, you most certainly will have a section describing your core marketing strategy, how you are going to differentiate and position your business from your competitors in messaging to your specific targeted market segment(s).

So why develop a tagline before you have finished writing your plan?

Thanks for the comments Steve and Jay. Matt produced the name before I got talking to him, he produced a business plan, as the marketing expert I now have to add in sections to it and make any relevant changes I feel need doing, as his initial idea, as said, was a type of co-working hub, having now spoken to me since Nov, he agrees we should start as a marketing style consultancy with the co-working operation still being investigated and implemented further on in 2013 dependant on funding, if that makes more sense now. But I do see where you are coming from. Just the avenues have changed somewhat since Matts initial work he did when doing it himself. He is grateful that he has somebody who is more on the marketing side, as he is the creative, and although understands it well, can learn from me, as I will from him, though have done web and graphics, but not the tech. bit -well years ago but not now.

Jay thanks for your suggestions, I like both and have some more ideas of my own too, but am going to put these forwards to Matt, much appreciated! Any other thoughts please go ahead.

My thoughts overnight are various name changes/taglines

Sprouty Creative or Marketing (Marcoms) Pro's
" Marcoms Mentorship
" Marketing Consultancy (Marcoms Consultancy?) - The Growth Incubator
" Marketing Specialists
" Marketing Proficiency (? Pro's)

Shaping Business 2-gether

That was on and off in the early hours taking on board the first posting to me, so I was half asleep folks!

Kathy

Well M - I have to say that this response is truly helpful and I agree with you on Incubator - have just spoken to matt across the airwaves and said I'm looking into this and why - don't want to upset him before we've launched eh!

I like the idea of the guarantee, as I've been looking at what people charge, there can be a huge difference. Matt has aspergers syndrome and not many would work with him, but as I have worked within that field and know how talented people with it are to say the least (he was graphics/web in the army!) and have also secured jobs in graphic design studios for them, I don;t have an issue, as I love the client facing aspect and he is happy doing one to one type of meetings or with me, so we will get round it and may end up outsourcing some work on a % return basis for giving them the business (preferably set-ups or SME's or freelancers) so will get round this.

The other thought I had:

This is based on a service I implemented in the past called the 'Marketing Toollkit' - this was an off and on-line advisory consultancy service. I answered queries on the phone, on-line and also had downloadable fact brochures e.g. on how to write a comm's plan, how to write a PR with a template, how to use SEO, how to build a website etc etc. I also went out to clients face to face to take a brief, advise, set a timeline for agreed implementation and what tools were right for them so to speak. This was for SME's in the construction industry, which is first to go down and last to come back. We had members who were about to go out of business, even the larger ones, so I put this in place as a f.o.c service and really enjoyed and it helped retain/acquire new business by 15% even in the worst part of the recession.

Sorry the thought - to offer a 30 minute consultation f.o.c and if they weren't convinced by the end of it, it would cost them nothing - hopefully more often than not their sign-up would be the end result. It doesn't cost us anything as when we go out to potential clients it's the same thing, it's just highlighting it and making it more obvious to them and the f.o.c bit hopefully will make them bite,

I love the Beehive idea - funnily enough I did a huge CRM campaign at one company based around a beehive, the queen bee being CRM and the workers all things which fall under that umbrella! we had an internal newsletter called Beeline and the graphics were great - SO YOU HAVE GOT ME THINKING NOW AS THIS WAS A FEW YEARS AGO AND THEY DON'T USE IT ANYMORE!

I also like the other options and really appreciate you taking the time to respond, would be good to talk independently if that is ok with you, two minds being better than one and you seem to sing from the same hymn sheet as me! Are you able to do PM's on here, not used it for quite a while? I will try to work out if I can so you can have my home email as not sure you are allowed to post it on here direct??

Thanks again and I would definitely like to keep in touch and bounce ideas off you and vice versa!
Kathy

Thanks M - you've been really helpful and I will pass this onto my business partner, great idea and seen it used before now, though not used it myself personally on-line! There is a web I checked out yesterday who had a booking system so we can look at that.

Are you on LinkedIn
Thanks
gymnast 44 - aka Kathy (Hunt)

Thanks for all you contributions, Moriarty you've been great would be good to link up with you externally if possible! thanks Jay also etc x