Terrible tag lines

Many taglines are just too ubiquitous to mean anything. When I see ones like Zurich – ‘Because change Happenz’ I think why bother and there are lots like this... but I’ve stumbled across a new one that takes awful taglines to a new level - Heathrow Airport ‘Making every journey better’ www.heathrowairport.com. Why develop a tagline which is automatically setting you up to fail and something you can’t possibly control or support. Next time there is a dust cloud or strike and customers are sleeping rough at Heathrow, I’m sure they’ll appreciate seeing that tagline.... I can see the negative PR fallout already!

Choice can be a big barrier

“Too much choice can produce a paralysing uncertainty, depression and selfishness” according to some psychologists! I wouldn’t go that far but communicating too much choice can create a big barrier to engaging and responding. For example, writing to an investment customer detailing six funds to consider gives them plenty to procrastinate about, but focussing on one or two carefully selected funds will make it easier for them to decide and respond. We’ve proved it! Help your customers ‘do today what can be done tomorrow’ by narrowing down their options.

Less can be moreish

Throw somebody four tennis balls and they’ll likely catch none but throw them one and they’ll grab it with both hands. A classic analogy, but it’s true. If you do the hard work to find out what’s truly important to communicate you stand a much better chance of developing a creatively powerful campaign/communication that might actually get your target audiences attention.

Open up the B2B door

Getting the attention of B2B decision makers that you have no existing relationship with is no mean feat and something paper based or via email simply won’t cut it. Invest a bit more in those prospects that really count by sending them something creative in a box followed up by a sales call. It can open up doors with dramatic effect and we’ve got the results to prove it.

‘Something’ to hang your hat on

In a crowded market place finding a point of difference that is both motivating and supportable is imperative. Car insurance challenger brand, Admiral, recently focused their marketing campaign on their strength in Multicar insurance - www.admiral.com . A really smart move to try to ‘own’ a space like this with strong market demand and the dual pricing also means it gets round the price comparison sites (for now anyway!). And the Russian doll creative is a very quick and simple articulation of their group policy strategy. A solid campaign all round!