Question

Topic: Taglines/Names

Differentiating A Woman Owned Full Service Printer

Posted by cshapiro on 2/6/2013 at 3:18 PM ET 125 Points
We are woman owned, full service print company that does all the work in house from start to finish. We are competing against print brokers who outsource all their work sometimes having 2 or 3 different suppliers provide services for a finished piece. We want to convey it is better to buy direct rather than from a distributor. Our woman-owned company status qualifies towards diversity quotas/goals. We use technology to give our customers a competitive edge.
We provide everything from creative, pre-press, printing, mailing and fulfillment, inventory management and warehousing. Looking for a creative tagline. Company name is Best Press.
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RESPONSES

  • Posted by Moriarty on 2/6/2013 at 3:35 PM Accepted
    Best Press - The best hands to be in.
    - It's all in our hands. The best hands.
    - We do everything. Fast.
    - All in house. Beginning to end.

    A warning: using technology to give the edge only lasts until the next update. Get canny. You have qualities that will really differentiate you - without having to step back inside the box and rely on printed circuits.
  • Posted on 2/6/2013 at 3:46 PM Accepted
    I'd skip the features for purposes of the tagline, and jump right to the end-benefit: "[Location Name]'s full-service printer giving YOU a competitive edge."

    If you can't give them a competitive edge, they won't care about your gender, the technology you use, or how many services you offer. They also won't understand the broker/distributor argument. Keep it simple and focus on the core end-benefit -- the competitive edge you give them (and the fact that you're local).

    Perhaps more important than your tagline, however, is how you expect your target audience to learn you are there. Have you identified a marketing strategy? How does your target audience find, evaluate and hire printing service providers? What's most important to them? Are there segments of the market with specific needs? How will you identify prospects that are in your sweet spot?
  • Posted by Jay Hamilton-Roth on 2/6/2013 at 4:05 PM Accepted
    Not to be argumentative, but why is "it is better to buy direct rather than from a distributor"? What are the tangible differences your prospective clients will care about?

    Like Michael, I agree that your woman-owned business is a plus when all other things are equal.
    Like Moriarty, I agree that technology is a feature, not a benefit to your clients.
  • Posted by cshapiro on 2/6/2013 at 4:22 PM Author
    Thank you for your feedback. I'll answer some of the questions.
    We are not a walk in off the street and have your business cards or stationary printed. We deal with large multinational companies. Our target audiences are generally marketing managers or media purchasers. What is generally important to them is protecting their brand identity(consistency in colors and message), on time delivery and getting it right producing a quality piece. We print in the 10s of thousands and ship nationwide.
    People don't generally google "commercial printer in [city]. Generally we are working with someone who goes to another company and brings us in. Or, someone we've met networking that looks up our website. Our website is used more to check us out rather than placing orders.
    Regarding the tangible differences that matter to our customers between us and print brokers, is that we look at partnerships and long term relationships. Brokers may give a print job to one printer and the next time that same customer prints it again, it may go to a different printer. Sometimes the brokers have to send jobs from printer to lamination to book binder. We do it all here. It doesn't change hands. We will catch inconsistencies in their print files when we've printed for them many times and be able to call them and confirm the changes from prior times. We get to know their business and look at ways to save them money.
  • Posted by SteveByrneMarketing on 2/6/2013 at 4:46 PM Accepted
    Best Print

    1) Obsessively Consistent Quality for Corporate Buyers

    2) Meticulously Consistent Quality for Professional Buyers
  • Posted by Jay Hamilton-Roth on 2/6/2013 at 6:36 PM Member
    Your Trusted Printing Partner
    We Make You Look Better (Smarter)
  • Posted by Moriarty on 2/6/2013 at 6:40 PM Member
    We offer you attention to detail at every stage.

    Signed, sealed and delivered.

    Personally checked for the professional purchaser.
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