Know-How Exchange : Taglines/Names

First things first. What is the name of the company? Does it highlight the "Master Locksmith" idea? Is that the main differentiation for your company?

Second, who is the primary target audience? Where? How do they find a locksmith when they need one? Do they comparison shop or do they take the first one they find? Are there repeat purchasers (or "regulars") or is each new job a one-off? Do people ask for referrals? What's important to a prospective customer?

Third, while fair pricing and customer service are certainly important, anyone can claim them, so they may not be enough to set you apart from the competition up-front. It's critically important to understand the things that drive the customer decision and to reflect that understanding in the name and tagline.

Finally, why do you feel the need for a tagline? Is it to explain an esoteric name, or are you hoping to expand on it in some way? It's important, when we're coming up with tagline candidates, to understand what success looks like (for the tagline). If we don't understand the objective the exercise becomes a free-for-all without focus. When we do understand there's a much better chance we'll come up with a winner the first time around.


P.S. What is the consumer benefit of having an experienced Master Locksmith instead of a rookie? Why would that be important to a consumer?

What's the name of your company? Who specifically is likely to hire you (no doubt everyone in your area says "we have great service" and "fair prices" and "experienced")? From their perspective, what makes you noticeably better?

Yes, the name would be helpful to start off with. It is Texas Master Locksmiths and Security Solutions. Having master locksmiths is important but we also complete a follow up call with each customer to ensure they are satisfied with the work and the locksmith that performed the work.

2. We have a large target audience. It would be anyone who has locked their keys in their car. Anyone who owns/rents a home and needs their locks repaired or replaced. Businesses needing any kind of security work from simple locks to bio-metric systems. Currently customers are utilizing SERPs, PPC and local listings to find a locksmith in the Dallas/Ft. Worth area. There is a lot of repeat business in the residential, commercial and safe business lines but the automotive is almost always one-offs (emergency lock outs). I would imagine a commercial company looking to have a complete system would ask for referrals although we have not experienced this yet.

3. Given each business line the importance or distinguishing factor between companies generally is as follows: Automotive - who can get there first. Commercial - (in order) knowledge, price and scheduling/availability. Residential - price, availability.

The reasons behind the desire for a tagline, I want something that will stick in people's head and gives them a sense of confidence and trust.

The fact that our locksmiths have so much experience is a big deal because there are a lot of instances where a rookie will go out, do work and then a more experienced locksmith will have to return to either repair or complete the work and often times the company will charge another service call. Not only does this cost the customer more money but time also.

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