Know-How Exchange : Taglines/Names

Who is your primary target audience? Where? What is the name of the business? (The name and tagline need to work together/complement each other.)

My gut is telling me that time-saving may not be the most important benefit for your primary target audience. It may be the quality of what you deliver -- e.g., tastier, healthier, etc.. Or something more emotional/rewarding.

The best positioning may be that you make them BETTER MOMS because they will serve healthier and more delicious meals to their families (with no extra work on their parts). Or that the people they care about most will appreciate/love them more. Or that the family meal will reflect the love and gratitude they feel for each other. Etc.

Go for the emotional appeal; it is usually more powerful than just trying to measure/define a limited result ... like time-saving.

Let's make sure you have the right target audience and best positioning before we start crafting taglines.

Mgoodman Thank you for your comments! That’s definitely a good perspective that I hadn’t considered. I live in a college town in Kentucky so I plan on serving that area and the neighboring town. I have not totally settled on the name of the business either. I thought I had, now I feel like I should rethink that too.
I am really out of my element when it comes to marketing and I appreciate all the help I can get!

My target audience will be working families who want to eat healthier and save money by not eating out and save time by not having to grocery shop and cook. I am also considering marketing customized personal meal plans to individuals who need to learn to follow a healthier diet (diabetic, high BP, etc)
Maybe a tagline like “Live Better, Be Better” or something like that?

"Live Better, Be Better" sounds like gibberish. It could be almost anything ... exercise equipment, a chiropractor, yoga classes, a nursing home, condos by the golf course, etc.

Let's start with a clear understanding of the Positioning you're trying to communicate. What is the end-end-benefit of what you're going to deliver? When you come up with a benefit, ask "So what?" And when you answer that, ask "So what?" again ... until you reach the ultimate (or "end-end") benefit.

Some possibilities (just as examples):

- Envy of others ("Mom, can I eat over at Jimmy's house again tonight?" or "Can we have what Jimmy's mom serves?")

- Love/appreciation of family ("I really like that we always eat dinner together." or "After work I look forward to a warm and healthy dinner with my family.")

- Feel good about role as mom ("Finally, a way to show my family how much I care." or "Now I can share the same close family ties my mother showed for us.")


You get the idea. How do you want your customers to FEEL about your product/service?

It's really important to get the positioning down pat before we start trying to come up with a name and a tagline. Otherwise we could very well end up solving the wrong problem.

mgoodman,
I am really a great cook, but a terrible marketer (as you can tell)…I have had zero experience with this, but am trying to learn. Thank you for your help thus far!

Okay, so I know for myself as a busy mom, the reason I cook ahead my meals and meal plan etc, is to be able to spend quality time with my family. So, I’ll give an example of what it looks like when I have to cook most nights if I haven’t planned ahead, prepped or pre-cooked. And what it looks like when I do. Maybe from there an idea will form?

I come home, exhausted from work, and start dinner (maybe I ran by the grocery for a missing ingredient or two -ugh) and pick up my three kids. I then coordinate showers and mediate arguments and help with homework, while trying to get dinner on the table for the 5 of us. It takes an hour to cook a 15 minute meal because of a dozen interuptions and I don’t deal with these with finesse because I am distracted by what’s going on in the kitchen.

When I have a meal pre-made, I skip the grocery, come home and put it in the oven. I can concentrate on my family and relax, till the timer goes off and then we all sit down and eat a meal together. I am not stressed so I can enjoy them more and vice versa. My family is happy because they aren't starving by the time we eat and I can give the kiddos the attention they deserve.

So this last bit is what I want to offer. That’s what I’m selling. I just don’t know how to market that.

Thank you again for taking time to help!

The two scenarios you describe occur because you are a conscientious mom who wants more for your family than PB&J sandwiches (on white bread) slapped together at the last minute for dinner. You are demonstrating how much you value quality time with your family and quality food prepared for them -- food that is generally healthful and tasty.

What you are selling are those emotional benefits, not the specific things you do in order to make the benefits possible. You are not selling the hour or two of less work. You're selling a better quality of life as a [working] parent, the inner knowledge that a mom is doing the best for her family, and the opportunity to enjoy family life (and memories of same) to the full extent possible.

Those kinds of emotional [end-end-] benefits are what really motivate customers. Promise them a benefit they can FEEL, not just a few minutes or hours of saved time that will probably be forgotten in the hassle of everything else.


ENJOY DINNER TOGETHER
Quality Family Time ... Every Night

CREATE FAMILY MEMORIES
Great Dinners Together

mgoodman
That is very helpful and I feel a little more clear on this part now. I understand a bit more. The "time" aspect was before the so what. Like: I would hve more time if someone cooked for me. So what? Then I would be able to spend quality time with my family.
I wasn't sure about this at all at first because there are a lot of services I could offer, but I understand niching and that narrowing it down is important. So I plan to start there and if it expands or changes, that's good too.
So the all caps would be Name suggestions with the tagline under?
I like the taglines but the all caps ideas seem like they could be taglines too.
I would like the Brand Name to maybe be a little less specific, in the case that I do have to change directions later on (There is not really anyone doing this in my areas, so although I am confident that I can find success, I am a little unsure about what it will really look like when it takes off) Any opinions on this?

DELICIOUS DISH Personal Chef Service
Enjoy dinner together...Every Night

I also like the idea of playing off words like Savor
Savor the good things in life

Hi Everyone,

I am closing this question since there hasn't been much recent activity.

Thanks for participating!

Shelley
MarketingProfs