Thursday, January 9, 2014

Testing the Tagline

I’ve been emailing back and forth with a girlfriend in real estate who is about to get her car branded up. She’s a clever cookie – so she got her branding mock up done and then sent it out to a bunch of people to get their opinions and thoughts on what she’d missed or could change.

One of my suggestions was that she needed a tag line on the rear window. Since then every car with tag lines on their rear windows have been jumping out at me and I’ve been busily snapping photos and sending them to her.

She’d brainstormed some ideas – but when we sat down today we mulled them all over. I wanted my friend to leave with something concrete - so I said she wasn’t leaving until we had 3 taglines to test.   Effectively trapped in my kitchen we both just started rambling to get our 3 taglines to test.

Why would someone want to use Jane as their real estate agent? What were her best features we wanted to emphasize? What did we want to avoid? How were we going to get something that didn’t sound super cheesy, but that was something that you’d remember and would make you pick up a smart phone and make contact with Jane.

We also googled for our inspiration –steering clear of other real estate agent’s taglines. We got started with #2 below on a list of websites with taglines for charitable organizations.

In the end we came up with 6 taglines to test – knowing which one we were both super pumped up about, but wanting to see what other’s opinions were.

1. The go to girl for real estate
2. The agent for the home you cherish
3. Not your typical real estate agent
4. Jane Crawford - A fresh approach
5. I can put a value on your home - but never on our relationship
6. Jane Crawford - exceptional agent, mediocre runner (and a whole series of these cook, gardener changing them often)

So how could we test them? Sending them out to Jane’s friends was a good start – but we also wanted unbiased opinions from people who don’t already adore her. Thank you facebook. We posted the taglines asking for feedback on a real estate group and also on my facebook page  ( - a couple of hours later and 50+ comments were received. Voila instant feedback.

Overwhelmingly we had our suspicions on what we thought was the best one confirmed and Jane’s car is now going to be branded on it’s behind with “exceptional agent, mediocre...” and then the last word is going to change every few weeks and tie in with her other marketing (letterbox drops, facebook page, newsletter etc).

A fun hours spent with a fun result. So next time you brainstorm – maybe lock yourself in the kitchen (or wherever you need to) til you’ve got at least 3 ideas – and test the immediately. 

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