The Power in Naming Your Marketing Elements

Disclaimer: This article isn’t about naming products. It’s about naming other important marketing elements to increase customer engagement. That’s right. It’s simple to make your guarantee, discount, order form or customer program/service more memorable by giving it a name. It adds oomph to your message, costs you nothing and strengthens your branding. For example, the New Pig Corporation has a 30-year reputation of being anything but stodgy in marketing innovative solutions for nasty industrial leaks and spills. Not only do its products have a great reputation for being effective, its marketing does, too. So, it’s no surprise the New Pig people came up with this memorable name for its annual catalog — Pigalog! If you’re not familiar with this quirky B2B manufacturer/marketer, it’s worth checking it out at newpig.com. Whether you’re branding a catalog, bundling products or adding value to an offer, an engaging name can help identify the benefit, explain a complexity, and increase response while differentiating you from your competition. Christen it accordingly. Bundling What do fast food restaurants and software companies have in common? They’ve both discovered the power of bundling. Marketers frequently bundle lower-priced or under-the-radar products and services to increase average order size or increase perceived value. Give a bundle a compelling name and watch demand build. Happy Meal (McDonald’s): It’s a box or bag filled with a toy, protein, fries, dessert and a drink in child-size portions. What makes it magical is the promise in its name — it makes both kids and parents (who don’t want to cook) happy. Member-Advantages (AARP): Membership benefits (cellular service to prescription drugs and insurance products) are bundled under one name. Doing this makes it easier to get out the message about the multi-faceted value of AARP membership. Notice the name includes the word “advantages” rather than “benefits.” Why? Advantages implies favorability or superiority. Prime (Amazon): This membership bundles a slew of benefits starting with fast, FREE shipping. The word “prime” reinforces that members have prime access to privileges that are the best, elite, even world-class. Artificial Intelligence Ask people about how artificial intelligence is changing their lives and you’ll probably get a blank stare. Ask them about the benefits of using Amazon’s Alexa and they won’t stop talking. So, would you rather ask for assistance from a voice named Alexa or an artificial intelligence platform? Amazon correctly bet on Alexa. Naming the voice-controlled AI system makes it easier for non-geeky people to buy into the benefits of getting a “smart” personal assistant. Supposedly, the name Alexa was chosen because it’s a word ordinarily not used in everyday life (so you don’t unintentionally trigger Alexa’s attention). After testing various names, Alexa was chosen because it’s a unique combination of soft vowel sounds with an “x.” Other AI-related products you may know by name include Siri (Apple), Cortana (Microsoft Windows 10) and Watson (IBM). Marketing Devices A popular direct mail device that adds intriguing heft to a mailpiece is a plastic, paper or laminated card. This 2 1/2” x 3” “identification” card is typically personalized and affixed to a direct mail letter. It creates involvement and adds value to the mailing. Its job is to jumpstart a lead, sale or contribution. Give it a name and it can support your marketing goals. Beneficiary Card (Physicians Life Insurance): “Give to your beneficiary to keep in a safe place.” By providing this card to give to your beneficiary, Physicians Life assumes you’re ready to buy. Savings Identification Card (AARP ): “Call 1-888-413-8657 for a free auto insurance quote.” Too often, cards with toll-free numbers don’t provide a reason to call. This card’s name encourages a call to save money. Charter Member Gold Card (RNC): “Carry as a symbol of your political and financial support.” Filled with flattery, this card uses the words “charter” (be among the first) and “gold” (better than silver or bronze). Enrollment Card (LifeLock): “Call 1-866-575-2758 or visit LifeLock.com to save 10% on membership.” The name is straightforward and action-oriented. In a recent Target Marketing article, I wrote about the value of having a guarantee. While calling it something similar to a “100% Satisfaction Guarantee” is fairly standard, consider giving yours a name that reflects your brand in a memorable way, such as New Pig’s No Guff Guarantee or H&R Block’s Maximum Refund Guarantee. Offers I became a true believer in the power of naming when I worked for a B2B ad agency. The agency won a big account, in part, by renaming the client’s lead generation offer. For 20-plus years, this lab equipment manufacturer asked lab directors to respond to their space ads to receive “free information.” These ads generated one or two leads whenever they ran. When we renovated the offer and gave it a new name — the “How to Select the Right Fume Hood Kit”— the ad generated at least 250 qualified leads each time it ran. Before I rest my case, here are more examples of Pat’s “Give-It-A-Name Principle.” Keep in mind, a snappy name can help customers solve a problem, identify a need or understand an unexpected convenience. • Toilet Tune-Up (Benjamin Franklin Plumbing): establishes a need for a service unknown to most. • Instant Ink (Hewlett Packard): provides a reason to sign up for HP’s AI-based ink replacement service. • Bare Fare (Spirit Airlines): gives a name to Spirit’s cheaper-than-others “unbundled” air fares. • Name Your Own Price Tool (Progressive Insurance): allows you to choose how much you want to pay, then see coverage options. • Chicken Noodle Soup Kit (Reames): gives you everything you need to make soup just like Grandma’s. • Rock Chalk Ready (University of Kansas): yard sign given to KU-accepted high school seniors on high school graduation day. “Rock Chalk Jayhawk!” is a traditional KU mascot chant. • 5:01 Club (neighborhood bar): Happy Hour by another name with which we all can identify. • Order Organizer: a general tactic that encourages broader use — mail-in, online and phone ordering — than an order form. Remember, whatever you dub it, a name can make a huge difference and help you nail your marketing goals!

Performance Marketing

The Power in Naming Your Marketing Elements

Pat Friesen

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Pat Friesen