- A & B Vending in Wakefield, Mass. uses the message: "We've Got What You Want!"
- H &R Sunbelt Coffee in Jacksonville, Fla. uses:"Coffee Perks, Enjoy the Grind."
- C.L Swanson Corp. in Madison, Wis. uses: "Exceeding Expectations!"
- Jackson Brothers Inc., St Louis, Mo., uses: "Quality You Can See, Freshness You Can Taste, Service You Can Trust."
All of these are great tag lines. Why? Because by looking at them along with their pictures showing their product or service for literally two seconds, you understand the message they are conveying to the reader.
Obviously, you cannot use these tag lines for your company, but hopefully, they will help you think of a tag line of your own.
What media do you use to communicate?
There are several forms of media that are used to promote brands. Some are more appropriate for business-to-business companies than others, yet all need to be considered.
Print media includes newspapers, magazines and the Yellow Pages. Broadcast media includes television and radio. Visual media includes billboards, vehicle graphics, kiosks, clothing, and sports marketing, such as car racing. Electronic media includes websites and search engine advertising.
Vending and office beverage operators are business-to-business companies and cannot justify investing a lot in these consumer-oriented media. Instead, they have normally communicated through a direct sales force via cold sales calls or direct mail.
But are these the only media that vending and office beverage service operators have at their disposal?
Your assets can double as media
Two forms of media that very few of us use and everyone has available are delivery and service vehicles and vending machines. Why not transform these assets into forms of media to promote your message?
It is very inexpensive to do when compared to other forms of brand promotion and advertising, and for our purposes, these avenues probably provide the highest results for the dollars spent.
Vehicle graphics can take a look, a logo and a message (a brand) and communicate them on a daily basis to prospects and customers.
Vehicles can also be used to promote a firm's website, where the company can further promote the brand to prospective and current customers.
Vending machines are another asset to transform into an advertising medium and reinforcement tool. Your logo, your color scheme, your tag line and your website could be imprinted across the top and bottom section of your vending machines very easily at a very low cost.
Customer locations are another avenue to reinforce your brand. Consider partnering with your prospective or current customers to place safety or health and nutrition banners throughout the workplace. Send a positive message, including your logo and color scheme, as well as the logo of your client.
Have you ever noticed that when you walk into an airline terminal that the airline's logo, color scheme and the promotional message are everywhere?
As I walked into the terminal at the Minneapolis/St. Paul, Minn. airport for Northwest Airlines, I did not just see a small sign that said "Northwest" on the counter. I saw an area treatment with the red color scheme and logo surrounding the monitor behind the counter.
I saw banners with their current promotion and their tag line. The banners included information about their frequent flyer program and their website.
We can do the same thing in our companies. We can take that customer's lunchroom and facility and transform it into our brand promotion media outlet.
Promote your message everywhere
My suggestion is to do what Northwest Airlines does and take those exact same messages and place them on your vehicles, your machines and in your client's facility. Keep your brand at the "top of mind" of your customers and prospects.