The Commercial Factory - Tips For Advertisers: Slogans

You don't have to look far to see how important a great slogan can be to a successful advertising campaign. For the past three years, Fairfield Appliances in Lethbridge has used the slogan "Where the prices are sweet like me!" in all of its advertising. Each ad ends with Fairfield co-owner Glen Tanaka popping out of a washing machine or refrigerator and blurting out the slogan. It takes less than five seconds for Glen to say his line, but those are the most important five seconds in any Fairfield commercial. While the sale content of the ads may vary, the slogan is a constant reminder to viewers about the benefit of shopping at Fairfield Appliances.

The slogan has been modified on occassion - for instance, when Fairfield's pays the GST during a sale, the slogan is changed to read "Where the prices are sweet and no GST!". But the same basic message remains. Long after a specific sale is over, consumers still associate Fairfield Appliances with low prices - thanks to the slogan.

You don't have to jump out of appliances to enjoy the benefits of a slogan. Here are three key points to remember when creating a slogan:

Keep it short. Great slogans are less than ten words long. The shorter the slogan, the easier it is to remember.

Implicit in a great slogan is a benefit to consumers. McDonald's "We do it all for you" is a great slogan.

Be consistent. Once you have a great slogan, use it in all of your advertising. Some businesses even put their slogan on business cards, order forms, invoices, and price tags.



	Power of TV Key Strengths of TV Tips for Advertisers What We Offer Quote Request On the Air Who We Are Contact Information Links Home		You don't have to look far to see how important a great slogan can be to a successful advertising campaign. For the past three years, Fairfield Appliances in Lethbridge has used the slogan "Where the prices are sweet like me!" in all of its advertising. Each ad ends with Fairfield co-owner Glen Tanaka popping out of a washing machine or refrigerator and blurting out the slogan. It takes less than five seconds for Glen to say his line, but those are the most important five seconds in any Fairfield commercial. While the sale content of the ads may vary, the slogan is a constant reminder to viewers about the benefit of shopping at Fairfield Appliances. The slogan has been modified on occassion - for instance, when Fairfield's pays the GST during a sale, the slogan is changed to read "Where the prices are sweet and no GST!". But the same basic message remains. Long after a specific sale is over, consumers still associate Fairfield Appliances with low prices - thanks to the slogan. You don't have to jump out of appliances to enjoy the benefits of a slogan. Here are three key points to remember when creating a slogan: Keep it short. Great slogans are less than ten words long. The shorter the slogan, the easier it is to remember. Implicit in a great slogan is a benefit to consumers. McDonald's "We do it all for you" is a great slogan. Be consistent. Once you have a great slogan, use it in all of your advertising. Some businesses even put their slogan on business cards, order forms, invoices, and price tags.
	©2007 The Commercial Factory All rights reserved