Question

Topic: Copywriting

Slogan Help Required For Printing Company

Posted by kristy on 6/6/2013 at 2:59 AM ET 125 Points
Hi, I work within a large printing company who is trying to take our town by storm.

Over the last 8 years we have evolved from a tiny company into something that we could have only imagined.

As the senior designer the job of designing and marking our company has been put into my hands.

We are trying to come up with catchy slogans for a range of billboards that are quirky, fun and catchy. They need to be simple, short slogans to catch a drivers eye while on the road.

Here is a list of the services that our company offers:

Your Complete Printing Solution
Offering same day & 24 hour turnaround*
Business cards | Letterheads | Envelopes | Presentation Folders
Docket books | Log books | Labels | With comp slips
Speciality printing - invites, bereavement cards

Your Complete Publishing Solution
Book printing available in short and long runs
Annual Reports | Manuals | Catalogues | Magazines
Family History Books | School Magazines | Specialised Publications

Your Complete Signage Solution
Promote and market your business
Window Signage | Outdoor Banners | Quality Pull Up Banners
Corflute Signage | Flags | Car Wraps/Signs | Canvas Prints
Point of Sale Material | A-Frame Signs

Your Complete Promotions Solution
Promote your business name out in the market place
Pens | Lanyards | Notepads | Calendars | Stubby Holders
Magnets Bags | Mugs & Drink Bottles | USB Sticks
First Aid Kits & Sunscreen Packs | Stress balls & balloons

We are also starting to (finally) advertise that we offer design as we now have 5 qualified designers on board.

Basically separate slogans for promotional, design, print, signage and publishing would be preferred.

We are hoping to team quirky, funny imagery with the slogans to make them eye-catching.

Does anyone have anything tucked away in their creative mind bank that can help us out? :)

Thanking you all in advance for your help!
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RESPONSES

  • Posted by Moriarty on 6/6/2013 at 4:13 AM Accepted
    Okay - this is basic. I'll do the creative bit in a moment. Sort yourself a small - and extremely tightly focussed online campaign (Google Adwords/PPC). This is for testing only, and it will cost you maybe $100 to get this valuable information.

    Set up a landing page. Take four of your messages and use them as headlines for a display-network campaign - all lead to your landing page. Take the one that gets the best click through and see if you can improve it. We aren't interested in clicks, we're interested in winners.

    The one that wins after three weeks (days??) is the one to use on your bill boards.

    There are strategic improvements you can make to this, however at this stage all you need is the basics. A campaign of this kind will give you almost instant results that you can apply into other media - in this case your billboards. Because you can't measure the response from a billboard, can you? So use this method and you'll know that the slogan you put up IS the best one.

    The next point is that you're talking to yourself in the mirror, as it were. You're a printer and that's what you sell.

    Well, actually, it's not what you sell. You don't actually sell anything.

    Huh?

    People buy.

    Understand that and your tagline problems evaporate.

    Look at yourself from the room behind wall the mirror's fixed to and you will see a very different picture indeed.

    For the following taglines you can "twist" them to meet the sort of things your customers have said to you in the past - or have said in references. Okay? That way they'll connect better. Choose four and pop them into a display network campaign. Post the winner across town. I guarantee you'll never have had a response like it.

    How can I guarantee that? Because it's your customers who've decided! And since they're buying (I'll cut the small print, okay?)

    Your flyers on your doormat the next morning.
    The next morning you'll have your stuff.
    Order before noon and you'll have it the next morning.
    We're fast. Next day delivery.
    We're the UPS of the printing world. (or whichever carrier claims next-day deliveries)

    You can do the "what we do" with graphics.

  • Posted by Jay Hamilton-Roth on 6/6/2013 at 5:26 PM Accepted
    Don't sell your services. Sell your results. Showcase beautiful printing results (flyers, banners, etc.). That's what will catch attention. Keep the wording on a billboard to an absolute minimum - you want to quickly convey what you can do and your contact info.
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