Put Your Business in the Limelight Effective strategies and techniques for business marketing

6 Tips To Create a Killer Slogan
By Shaylor Murray, July 2009


Think back to your youth. Maybe you watched a lot of cartoons on Saturday mornings as a kid, and remember some of the commercials that were shown over and over. Maybe one of the first things to pop into your head is that one from Coca Cola. You know, “Have A Coke And A Smile.” Or maybe this slogan from some old candy company: “Melts In Your Mouth, Not In Your Hands.” As an adult, maybe you remember seeing commercials from American Express reminding you, “Don’t Leave Home Without It,” or De Beers’ “A Diamond Is Forever.” There are countless others that you no doubt would remember with a little nudging.

These sayings are slogans. You remember these slogans from the past because they are memorable phrases—usually short, catchy, maybe rhyming, and usually used as part of a marketing campaign. This means that you don’t just hear them once while watching TV and then never hear it again. These slogans were effective because when they were used, during the heyday of these ad campaigns, these slogans were everywhere. On TV, on the radio, in print publications, and they were repeated often.

There have been countless slogans used throughout the history of advertising that no one remembers. If a shoe company used the slogan, “Since 1902” would you remember it? What about if a restaurant used the slogan, “Proudly serving you the best”? Probably not, but unfortunately, these are the types of slogans that most businesses come up with.

There is somewhat of an art to creating a memorable slogan. This article explores 5 key things to keep in mind while you are trying to develop a good slogan for your business.

1. Develop a logo, and following that, a slogan. If you are trying to change an existing slogan, then examine how well-known that slogan already is, and what steps you might need to take to re-brand yourself. But also remember that it is OK for you to change your slogan. Businesses change their slogans all the time. The scope and customer base of even a very successful business can change dramatically over five or 10 years, so don’t feel like your slogan is set in stone.

If you have already created some distinct graphics or a logo for your company but you haven’t extended that brand to a slogan, that can be an obvious starting point for you. If you don’t have a logo, create one, because unless you advertise solely on the radio, a slogan works in harmony with a logo to promote brand identity.

2. How do you want to brand your product or company? What image are you trying to project? Are you interested in a playful, catchy, rhyming slogan that has a connotation of fun and easy living? Or are you trying to cultivate an image of corporate professionalism? The more that you can refine how you want to be perceived, the closer you are to creating a slogan. Start by creating a list of adjectives that you feel describe your business effectively, and then narrow down the list to the most important three. Hopefully, you have a well-developed business plan and a clearly defined mission statement to draw from.

3. Sleep on it. Maybe a few times. Regardless of whether you are trying to create the slogan for yourselves or for a client, even a great idea looks different in the morning. Allow yourself plenty of time to come up with alternatives, play with your ideas, research, brainstorm, and consult with others involved in the project or business. Coming up with a slogan isn’t easy, and it does take some time and a measure of creativity that isn’t always possible to rush. Your final idea might be the first one you come up with, or it might take months.

4. Short and simple. Your logo shouldn’t be something that people need time to “get.” It should be instantly understandable and immediately effective at conveying its message. In most instances you will have mere seconds in which to make an impression, so something like “quality in products and services from the crossroads of where customer service and reliability meet″ is dead in the water. Aim for short, sweet, memorable, catchy, and simple. A (good) slogan should be no longer than one sentence, probably capped at 10 words (can you think of any slogan longer than 10?), and it should use easily recognizable language.

5. Memorable often equals rhyming, catchy, or funny. This is one facet of marketing in which humor is a good thing. A popular local business near me is a brewpub theater, in which patrons can watch a movie while enjoying food such as burgers and sandwiches and pints of micro brewed beer. Their slogan is “Not Sneaking Beer Into Movies Since 2008!” I love this slogan as it points out something pretty universal to people who attend movies in theaters, which is the practice of trying to sneak in some type of refreshment. It never fails to bring about a chuckle from patrons, and when a customer remembers your business with a smile, that’s a warm fuzzy feeling you can take to the bank.

The flipside if this is that something one person thinks is funny could be offensive or just plain dumb to the next person. Have some thoughtful people vet your potential slogan, to make sure you’re marketing up the right tree. If you can’t make it funny without being crass or groan-inducing, keep trying, or don’t try to be funny.

6. Be Honest. It might be tempting to slap the slogan “World’s Greatest Pizza” on each of your delivery boxes, but that’s a pretty hefty claim to live up to. Make sure your business delivers what the slogan claims it can. A restaurant near me bills itself as “the best” in the state. While the food is good, the fact is that it is very much like every other restaurant serving that type of food anywhere in the country. There is nothing about this establishment’s menu to distinguish it as the best at anything, much less outside of the city limits. Seeing this preposterous claim every time I drive by the restaurant hasn’t made me start believing that this restaurant truly is the best in the state. On the contrary, it has lowered the esteem I have for this restaurant because each experience I have there reinforces its mediocrity. So, avoid hyperbole. Not only is it commonly used, meaningless marketing jargon, but it can’t be substantiated and will often only serve to make you look desperate.

A slogan is an important part of your business branding, but it shouldn’t be as intimidating as writing a book. Luckily, there are some great examples of successful slogans to look at, so just start brainstorming and see where it leads you. Try and answer the question: What would your product say if it could talk?
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About Limelight Department

Limelight Department in advertising agency that specializes in Internet marketing for businesses across the US and Canada. Our experts utilize proven strategies of website development, media design, search engine optimization, pay-per-click, copy writing, content distribution and many other services to send targeted, ready-to-buy traffic to your site. Visit LimelightDepartment.com for more information.

What can Social Media Optimization do for me?

Unhappy customers talk to other people about their experiences. Happy customers talk too. But as the saying goes, the unhappy customer will tell 10 people how bad your company is while the happy customer only tells one person. Whether it’s in your favor or not, the fact is people will talk and that is powerful marketing that can make or break a reputation.
Social Media Optimization allows you to lead the conversations people are having about your brands by interacting with your current and potential clients.

What is Social Media Optimization?

In general, Social Media Optimization, or SMO, is generating publicity and interest in your brand through social networking sites and resources. SMO utilizes news sites, RSS feeds, blogs and blogging networks, videos, and image sharing, just to name a few aspects. The sharing nature of social media means that it is an ongoing, open dialog between you and the rest of the world. It strengthens connections between yourself and your customers and clients, and provides an increased opportunity to strengthen your search engine optimization efforts.

Creating profiles in social media communities such as MySpace and Facebook is an example of current social media efforts, as is blogging, either by creating your own or participating in someone else’s, by leaving comments or as a guest writer. Sharing your expertise through article marketing using RSS feeds, and posting videos to YouTube and photos to Flickr all create opportunities to other people to engage with your brand and share the content.

Social Media Optimization takes search engine optimization to the next level, the “Web 2.0” level, if you will. In other words, the second generation of web activity that is much more interactive than the way the web was originally—web-based communities and services such as the social-networking sites, wikis and tagging and classification technologies which make collaboration and sharing fast and easy. By participating in all of these opportunities where others in your industry aren’t, you position yourself as the expert and increase your online visibility in a tangible way.

Social Media Optimization is most effective when the good content is created to exploit its viral nature, meaning that it is quickly and easily shared and that people want to share it. A big part of this is building a trustworthy reputation for yourself. There is a sense of trust among the sharing communities online that shouldn’t be taken advantage of.

Eventually, the social media optimization will take on a life of its own, as the content you have created is continually shared. But the ongoing communication aspect of SMO means that people will constantly be holding you accountable for every piece of your content that gets shared online. Violating this trust or using questionable techniques will be unappealing to the online communities you are seeking to court, and will very likely result in a backlash that is the opposite of the positive attention you were hoping to achieve.


Gain and keep their trust

The goal of marketing online is to build communities with similar interests. People want safe places to share their thoughts where they know others will have a similar mindset. You should not be chasing down every single person online to be their “friend.” Without a group with similar interests, there will be no cohesive to spread your message.

Of course, it’s perfectly fine to belong to different communities and have different groups of friends within those communities. The goal should be to remain active by building friendships with people with similar interests and contributing relevant content in those communities. Highschoolers can compete with one another to have the most friends on communal sites like Facebook and MySpace, but the small business owner should be concerned with quality, not quantity. Online groups are like planned communities—people join because they already like and agree with that going on, so a savvy online marketers knows there’s no need to do everything “in bulk.”

In fact, conducting business “in bulk” in these communities (by friending anyone, sending unsolicited bulk messages, and contributing only link heavy advertisements) is the equivalent of spam. But spamming in the context of a social network is even more unwelcome, because the user can’t get rid of it or hide it like they can when it appears in their email inbox. It’s visible to everyone and decreases the enjoyment of the site for everyone. If you don't have something useful or relevant to say in the case of social networks, don't say anything at all.

How To leverage social media opportunities

There are many different ways to generate social media content, so don’t feel like you have to engage in each one. Find two or three that resonate with you and focus on those. If you put more interest into what you’re doing, it will be more well-received.

News sites such as Digg, Propeller, and Newsvine allow users to submit news articles. If you discover a breaking news story, share it or comment on a news story that someone else found. Giving fellow submitters a “thumbs up” for finding something interesting is a good way to encourage them to give you a “thumbs up” when you find something to share.

YouTube and Flickr are sites that allow users to upload and share different media files such as photos and videos. The benefit of these sites is that they are easily found in search engines, easily searchable, and direct people back to your primary website. Utilize them by filming or photographing your products or services in action.

Wiki sites like Wikipedia, WikiAnswers and WikiHow allow users to contribute content and edit the content that was provided by other users. There are numerous wikis available that are about specific topics.

Networking sites such as MySpace, Facebook, Virb and many others allow users to create profiles and join and create friend networks with others according to similar interests.

Bookmarking sites such as Stumble Upon, Technorati, and Del.icio.us allow users to bookmark sites they find interesting or informative. The bookmarked collections can be shared publicly. The more often a site is bookmarked, the higher it is ranked within the site, making it easier for additional people to find it.

Is SMO right for you?

While many businesses can benefit from social media, SMO might not be right for some others. These are some guiding questions to consider before embarking on a social media campaign:

• Social media involves sharing some personal information and developing online personas that reveal a bit of the personality of the people behind the brands. Are you comfortable with sharing specific information about you and your company?

• Does your company already have a blog or news feed that is regularly updated? If not, is there potential for your company to begin releasing regular updates?

• Social media operates most effectively when it is about something very specific. Would your products and services benefit from a specific content-driven marketing approach?

• While the pool of users of social media sites is growing and changing, most users are young and technologically sophisticated. Would your company, product, or service appeal to them?

Summary

Social media optimization has the potential to cross-pollinate with sectors of the market you never thought your message could reach. It does work. But like any other marketing campaign, go into it with your eyes open, and having thought through your strategy with as much throroughness as is possible.

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About Limelight Department
Limelight Department in advertising agency that specializes in Internet marketing for businesses across the US and Canada. Our experts utilize proven strategies of website development, media design, search engine optimization, pay-per-click, copy writing, content distribution and many other services to send targeted, ready-to-buy traffic to your site. Visit LimelightDepartment.com for more information.

The other day we took some time to drive out to King Estate Winery to do a photo shoot for a client website, Abed's Limousine & Town Car Service. The beautiful day allowed for truly terrific photos of our clients limousines. The pictures look great and we can't wait to get them up on the website. Website coming soon for Aded's Limousine & Town Car Service at www.eugenelimo.com
Below is a photo of Shaylor, Zack and Jonathan enjoying the view at the winery

Come join us at the Bite of Eugene this Saturday August 15th! Held at Alton Baker Park starting at 11am and ending at 10pm. It the first year Eugene is holding the Bite in celebration our local food scene and culinary culture with a focus on sustainability from Field to Table, who is one of our clients and a great catering business. The event is free to the public but you must buy your food and drink. As a proud sponsor of the Bite of Eugene ourselves we also helped publish the website for the event. And don't miss the live local "Iron Chef" competition!

The Eugene Young Professionals Network held an event last week hosted by Evergreen Land Title Co., we had the opportunity to attend and meet a great many professionals in the Eugene/Springfield area. Hot August Cajun Night was the theme for the evening and upon entering everyone was layered with Mardi Gras beads and name badges. In the corner a small brass band played New Orleans style music, a tent offered cuisine unusual to us here in the Pacific Northwest such as alligator, whole crayfish and pickled everything. Of course we were all offered such concoctions like lemonade with a little kick. It was a nice atmosphere and we all the appreciated the effort that Evergreen Land Title put into the evening.



It was good to see a large turnout, an estimated 310 attendants, even if the sky turned gray, and the four of us who attended the event enjoyed socializing and meeting other young professionals in the Eugene business community. Though it was a "young" professionals network event everyone was welcome. We all brought school supplies to benefit the kids in Lane County and for every supply you brought your name was entered into a raffle drawing for a weekend getaway. Unfortunately no one over here at Limelight made off with the grand prize but the event was still a fun success for everyone!

Last week here at Limelight Department we meet with members of the Eugene Chamber of Commerce to officially welcome our new office into the community. Our team, including the awesome interns, were all here to celebrate this wonderful occasion. One of our clients Field to Table catered the event and provided local produce with Italian summer flair to it like marinated skirt steak, fresh pesto, prosciutto wrapped melon and delicious vegetables with mozzarella. Cafe Vero also provided coffee for the event that I found myself drinking more than my fair share.


There was a great showing of people to our ribbon cutting and it was quite snug inside our office. When it came time to cut the ribbon everyone attempted to smash together outside the office in the petite hallway. It didn't work as smoothly as we would have hoped but we made it work!

Shaylor Murray, founder of Limelight Department, gave a short speech to thank everyone for coming to celebrate Limelight Department's current success. Ms. Lane County even decided to join in our celebration allowing us to spend some time to chat with her about her contributions to the Eugene area.

Here at Limelight Department we just want to thank everyone from the Eugene Chamber of Commerce for coming by and supporting us. We really are so excited to be here in Eugene and can't wait to be working more in the community.

The heat here in Eugene hasn't slowed us down at Limelight Department - but don't think we did contemplate once or twice about holding business meetings in the Willamette river : )

Earlier this week Zack Poelwijk - one of our amazing account executives - got the opportunity to visit the Oregon Air & Space Museum near the Eugene Airport on Monday, and was lucky enough to get a private tour from the operations manager Tom. Zack spoke enthusiastically about the knowledge Tom had about all the planes and artifacts in the museum. The museum holds such fascinating planes including fighter jets used in WWI, Vietnam, Korea plus much more.

"There was a story for each plane and he was so informative on the history of aviation and space technology," Zack said.

For those who didn't know the Oregon Air & Space Museum also holds the world's largest model plane exhibit of over 1,000 planes built by a single person. We are excited at Limelight Department at the prospect to be working with the Oregon Air & Space Museum in the future.



We love learning new things about Eugene and also we enjoy helping out the community, lucky for us we managed to get the opportunity do both this last week. One of our employees had the chance to represent Limelight Department in a charity golf game hosted by Servpro who is a fire & water cleanup restoration business. The golf game was held at Diamond Woods Golf Course to raise money for the benefit of the American Red Cross. There were eight teams of 18 players and of course the Servpro team put on their game faces and won the day's event. Servpro held Raffles and give-aways to raise money for the Red Cross at the event. Win or lose the day was a successful event that raised money for a great cause.

In other news our team is super pumped to also be heading out this evening to the Young Professionals Network: Hot August Cajun Night sponsored by Evergreen Land Title Company in Eugene. The event is held with the Eugene Chamber of Commerce and is a chance for young local professionals to meet one another and network. It is a great opportunity for some of us here at Limelight Department to be attending and we always look forward to meeting new faces in the community.

As a new member to the Eugene Chamber of Commerce we joined the rest of the Eugene Chamber members along with other members of the community on July 16th for a special Eugene Chamber of Commerce After-hours event to kick off the Rotary Duck Race at the Holiday Inn in Springfield. Rotary members were selling tickets to the annual Duck Race that has been held since 1988 and has since raised over $4 million dollars to fight child abuse. We contributed to the already 811,046 ducks that have been sold over the years by purchasing a few ducks of our own. Zack made a few new friends at the event including the one and only Rotarian Duck.


More exciting news for us here at Limelight is our nomination for the Eugene Chamber's Emerald Awards. The Emerald Awards honors the positive contributions businesses make through sustainable business practices promoting the mutually beneficial relationship between community and commerce.

Next week we will be officially welcoming our new office with a ribbon cutting event held at our new location on Pearl St. downtown. The event will be catered by Field to Table and begin at 9:30 a.m. Everyone here at Limelight is excited about our new transition into the new office plus we love the fact we are in walking distance of most every business in downtown Eugene!

By Shaylor Murray

Chances are your budget is limited, and you want to spend your money in the way that’s going to have the most impact on your bottom line. But not having a clear goal in mind is one of the primary ways companies make mistakes in allotting their budget. For instance, just saying that you “want more traffic” is not enough. Just about any website can increase it’s number of visitors, but if that traffic doesn’t convert, it’s lost revenue and opportunity, and leaves less in your budget for what really makes a difference.

What is Conversion?

When someone visits your site, you want them to take some action: buy something, download something, sign up for something. The total number of visitors to your website who follow through with some desired action is considered a conversion. Visitors who click on your ad, view your landing page, and then leave without completing the desired action are not conversions; these are the people your website is losing for whatever reason. They’re the lost income, the lost leads, who may or may not ever come back to you.



Conversion Chart

Your conversion rate is the number of site visitors that result in completion of the desired action—whether it’s adding an item to their shopping cart and following through with a purchase, downloading a demo, signing up for a newsletter, or submit their info for a follow-up contact.

Calculate Conversion Rate

Calculate the conversion rate by taking the ratio of the number of people who convert divided by the total number of visitors to the site for a given period. For example, if you have 100 visitors a week, and 12 of those download your demo, your website conversion rate for the week would be 12/100=.12%. The goal is to be working towards a higher conversion rate.

Information at the Point of Action

You want your site visitors to download a free demo, so they’ll use it, see how great it is, and come back to buy the full-featured version. The Point of Action is the place where the action happens: that download button. You also want your site visitors to know that they get free tech support with every download. Your site has this information, but it’s way down at the bottom of the page. Many visitors won’t read far enough down the page to learn just how much support they’ll get, so put the statement where it needs to be: next to the download button. In this situation, the POA is closely related to the Call to Action (CTA) and should work hand-in-hand. Sites with a clear CTA and important information at the POA are the ones with the highest conversion rates.

While you will likely have more than one POA, one will be more valuable. Downloading the demo is more desirable than signing up for the newsletter. Some visitors will show interest in your POA by clicking through, but won’t follow through with the download though they may sign up for the newsletter. Monitoring your “take rate” as opposed to your “conversion rate” tells you how many people showed interest in your Point of Action, even if they didn’t follow through to completion. Improving your site’s CTA can naturally improve your take rate, and your conversion rate will follow.

Improve conversion rates

In order to improve your website’s conversion rate, you first need to investigate those that fail to convert. Why do they leave? Not only that, but where do they leave? Is it the shopping cart page, or do potential customers not even get that far? Chances are there is some usability roadblock or feature on your site that can be improved or eliminated in order to actualize a higher conversion rate. Making the check-out process simpler, reducing the need for personal information, keeping forms short, adding clearly defined calls-to-action, and multiple opportunities to sign-up, download, or purchase can make it easier for potential customers to do just what you want them to do.

Integration

Take action by determining what the obstacles are, or may be, and remove them or change them, one at a time if necessary. This testing of one variable at a time is called A/B testing. A more complex form of testing multiple variables at once is known as multivariate testing. There is no limit to the number of things on a website that can be changed, such as images, color schemes, copy, and calls-to-action, and it’s important to be methodical in order to understand your results.

One thing to keep in mind is that your ultimate goal for the website is not to create one that appeals to your family members, coworkers, or even yourself, but to appeal to what your visitors want and expect. Keep this goal in mind and your rates will improve.

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About Limelight Department

Limelight Department in advertising agency that specializes in Internet marketing for businesses across the US and Canada. Our experts utilize proven strategies of website development, media design, search engine optimization, pay-per-click, copy writing, content distribution and many other services to send targeted, ready-to-buy traffic to your site. Visit LimelightDepartment.com for more information.