Archive for the ‘Slogan’ Category

Why you should differentiate your business.

Tuesday, September 7th, 2010

Recently I had lunch with the CEO of a Sharepoint reseller and we were talking about marketplace differentiation.

He said he heard a speaker proclaim that differentiation is dead.  “Commoditization” is the future.  And we all need to learn how to get better, faster and cheaper in order to survive- especially considering the fact that the internet provides so much information to buyers that it levels the playing field to a point that makes it impossible to compete on differentiation.  “Volume and efficiency will rule,” he added.

MarketSmart says… that guy is a nuts!

It’s actually quite the opposite.  Rather than competing in the arena of equality and mediocrity, we strongly recommend finding a way to be different.  For example, Cirque de Soleil didn’t find a way to make a cheaper circus.  They created an entirely new circus experience.  And their tickets sell for much more than a traditional circus.

I know everyone cannot reinvent the wheel as they did.  But suppose you are… hmm…  an accountant.  Let’s reinvent an accountant’s business on-the-fly (I literally just came up with this)…

Overnight Bookkeeping Inc.!-  We do the books while you sleep.

Small business owners who need bookkeeping services don’t want to talk to a bookkeeper while the phones are ringing during normal business hours.  So wouldn’t a bookkeeper who works at night make sense?

“Call us anytime, day or night.”

Differentiation still works!

Here are a couple of firms for whom we recently created differentiation strategies.

Long Fence and Home logo

1- Long Fence and Home (Home improvements)- We carved out a niche that made them more than just a home improvement company.  They don’t just give you a kitchen.  They don’t just repair your siding.  They don’t just replace your windows.   …They improve your life.

A new kitchen brings the family together.  New siding makes your home look newer and makes you feel proud to drive home.  New windows reduce energy costs.  All home improvements increase resale value.  All home improvements improve your life.

Home improvements are life improvements.  So the slogan we carved out for them is “Improve your home. Improve your life.”  And all the web pages, sales materials and blog information supports that mission and directive.

2- Catapult (Business consulting)-  we renamed the firm, repositioned their core strategy, designed a new logo and wrote a new slogan for them.

This firm wasn’t just about business consulting.  They help businesses make sense of their chaos.  Plus they run events that help CEO’s connect with each other.

So here’s the name we conceived: Catapult Connections. The slogan: Business Clarity and Relationships for Growth.

Why act like just another business consulting firm when you’re not?  Find your key differences.  Carve out your niche.  And ignore the bozo that said “Commoditization is the future.”

A tale of two restaurants.

Sunday, August 22nd, 2010

We love Rehoboth Beach Delaware.

It’s kid-friendly.  The boardwalk has tons of rides, fattening foods and the restaurants are fantastic.

So here’s how one restaurant dropped the ball and another won our hearts.

First… the restaurant that failed miserably:

On a rainy afternoon, we were watching TV and a commercial came on for The Greene Turtle.  I’ve always seen their T-shirts.  And now they were on TV.  Their ad said, “Kids Eat FREE!”  The same thing is plastered all over their website.

I have two kids so what could be better?  Right?

Wrong!!

We went to the new restaurant, had our meal (which was average at best)… and then the check came… but we were charged for two kids meals.

I asked the manager, “what’s the deal”.  And he said, “the Kids-Eat-FREE-deal is only for other Greene Turtle Restaurants… not this one.”  Huh?!?  But I saw the ad on TV.  And I hate TV ads.  And now I have even more reason to hate them.  I got suckered!  So I complained and told him that’s what brought me in.  And he basically said, “tough noogies.”

So do I want to go there again.  NO!

Now, on the other side of the coin… we visited an absolutely adorable little restaurant called HOBOS…. also in Rehoboth Beach.  The owner is amazing.  Not only does she say hello to all her guests…. but she also runs back into the kitchen to cook the meals.  I don’t know how she does it.  She must have a twin!

And… here’s the part that makes her restaurant better than the Greene Turtle (even though they have enough money to pay for fancy TV ads).  When my son and daughter wanted the plain kids Quesadilla with chicken and cheese, the waitress (with goodness in her heart) recommended they split an adult Quesadilla instead.  But when it was served, there was lots of “green stuff” in it.  And we all know that kids don’t like “green stuff”.  So we told the owner, Gretchen, what happened.

She completely understood and whisked the plates away so our kids could have the plain old kids Quesadilla as fast as possible.

She didn’t try to charge us for the adult Quesadilla.  She didn’t argue.  She didn’t debate.

And here’s the most interesting part.  If you go to Gretchen’s website at www.myhobos.com, you’ll see that it’s all about the food and the philosophy.  But it really doesn’t mention her character.  I guess she figured that’s just a basic ingredient all restaurants should have.

The truth is… her character and quick thinking to stand up for basic ideals such as “making the customer feel at home” and “making every meal enjoyable” are what will keep us coming back to visit her.

As you all know, I write slogans for businesses.  Business owners pay MarketSmart lots of money to do so.  And, while she doesn’t realize it, her slogan is actually already written.  And it’s buried at the bottom of one of the pages on her website where it says… “Hobos, where you go when you’re not home.” She’s exactly right!  We DO want to go there when we’re not home.

Nice job Gretchen!  Boo and hiss to the Greene Turtle.