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7 Ways to Make Your New Business Name Unforgettable The following excerpt is from Brad Flowers’s The Naming Book. A business name has done its job if it causes a person to pause for a second. And it’s even more valuable if you can remember it long after that pause. Memorability matters. So how do you create a memorable name? In a 2003 article from the Journal of Advertising, the authors cited the following features that enhance either the recall or recognition of brand names: Rhyme Unusual spelling Onomatopoeia Initial hard consonant Wordplay Brand-name fit Let’s look at a few in greater detail, along with some other factors that influence memorability. Familiarity This isn’t in the above list, but it’s worth acknowledging. The same Journal of Advertising article says that familiarity plays a larger role in brand-name memorability than the linguistic features of the name. Repetition is one of the most effective ways to make a name familiar. That’s the idea behind advertising: repetition to create familiarity. So more familiar brand names are more memorable because we see them more often. For example, AT&T is one of the largest spenders on advertising, year after year. I certainly remember the name, although it isn’t inherently memorable. But it’s everywhere, from billboards to buses, on my telephone, and on TV. The brand achieves familiarity through ubiquity. So the more familiar a brand is, the less important linguistic devices are. Rhyme Poets know this, and now you do, too: Rhyme aids in memory. While rhyme is common in many formats, this technique is especially common with consumer-facing brands: Reese’s Pieces Lean Cuisine Slim Jim Rhyming isn’t restricted solely to food companies. Following is a range of companies using the device. They don’t feel forced or gimmicky because the parts of the name are related to what they do. FireWire StubHub Crunch ‘n Munch Crunch ‘n Munch gives you a hint at the texture and addictive nature of the treat. The rhyme of StubHub is almost a sentence. You get the idea that it’s a place where you can buy tickets. And FireWire’s rhyme is a metaphor: You get the sense that the wire transfers information fast. Rhyme can work for more grown-up businesses if the words give you valuable information about the business or product. Unusual Spellings Does Kraft stick with you more than the standard Craft? Krispy Kreme or Crispy Cream? Research says unusual spellings can make a name more memorable. Building on the previous point about rhyme, here are two names that do both: Laffy Taffy Mello Yello The unusual spelling combined with the rhyme reinforces the youthful nature of the product and likely its memorability. The trend of unusual spellings was common in the middle of the 20th century and has become common again, especially online. A scarcity of URLs spurred this trend among startups. Some examples include: Digg Flickr Reddit As more URLs became available, this trend has slowed. Is there space for you to use an unusual spelling purposefully? When Twitter launched, it was called “twttr” (without the vowels) because Twitter.com was owned by someone else. That trend subsided, and it got large enough to buy the domain, so it changed its name to Twitter. But remember: There’s a fine line between memorable and cute. And your brand may not want to be cute. Onomatopoeia This is a big word for a simple idea. Some words sound like what they represent: snap, crackle, pop, twitter. Some brands use this tool, like the zip in Zipcar. Does that make it sound easier and quicker to use than its competitor, Car2go? What about Meow Mix? Would your cat like it better than Purina Cat Chow? It might be more memorable, especially with variations of the tag line: “Tastes so good, cats ask for it by name.” Names that sound like what they represent tend to be more memorable. Ask yourself if this fits with what you’re trying to create. Initial Hard Consonant According to research in reading studies, words starting with hard consonants (t, k, p, d, g, v) are more memorable than words starting with vowels or softer consonants. They’re also considered stronger. In fact, recent studies indicate that the use of consonants and their placement can affect the perceived gender of a brand. The sound of the consonant matters. Consider a spinoff company from Kraft Foods, Mondelez. Mondelez manages such brands as Cadbury, Chips Ahoy, Honey Maid, Toblerone, and Triscuit. The name Mondelez is a new word made from Latin parts like mundus, meaning world. It’s intended to invoke the idea that there’s a whole delicious world out there. However, compared to Kraft, “Mondelez” is decidedly forgettable. Of course, this is partly because it isn’t as familiar, but research suggests that could be because of the weaker starting consonant, m. Wordplay (Puns) A wordplay (or pun) is a type of joke that plays on the fact that some words sound similar but have very different meanings. Some pun-inspired names are memorable for all the wrong reasons. In a quick search, I came across Bread Zeppelin, Wok This Way, and Nin Com Soup. I don’t know if they’re real, but you should tread carefully with puns unless you’re going after a certain demographic. Names that include puns certainly catch your attention. They might even be memorable. But is it for the right reason? Does it illuminate the depth of their brand, or is it just a cheap gimmick? Maybe it’s both. Brand Name Fit Some names sound like they fit with the other names in an industry. These sorts of names tend to be more memorable. For example, in a 1998 Journal of Marketing article, “The Effects of Brand Name Suggestiveness on Advertising Recall,” the authors claim the name “PicturePerfect Televisions” tests better for memorability than “Emporium Television.” PicturePerfect sounds more like the name of a TV brand than Emporium does, so meeting consumer expectations can be positive. This blog is inspired by our friends from Entrepreneur. To find out more about tracking your marketing on social media, be sure to visit our website.
You can ask your customers hundreds of potential questions, but remember that the best questions that you can ask will largely depend on your goals, as well. Asking too many irrelevant questions that are also too lengthy, or in the wrong format, can result in inaccurate and incomplete data. Without the correct information, you lose the value of an important tool, which should be bringing you crucial insights to improve customer satisfaction.
Customer experience is, in fact, the single ingredient that will determine the success of your company. A further report by Smart Insights revealed that businesses offering better customer experience earned between 4 and 8 percent more than their competitors. endangering the future of your business.
3 Best Reasons Why Your Hospitality Business Needs to Have A Blog In an industry that is known for fierce, abundant competition, you would need your brand to stand out and be distinguished by your customers and clients. In this era of digital marketing, one of the best means to do this is through your website. Now, you may argue that you already have a website that already contains everything you need from your company profile, contact information, and even e-commerce functionality. But once your audience is done reading and transacting, are you truly getting enough traffic to increase its value? There are a lot more that you can do with your website, and this is where content marketing, specifically blogging, comes in. Content Marketing So, you probably already have an audience who know your brand and have visited your website once or a few times already. You may also be spending on expensive online advertisements regularly, as your marketing dictates brand awareness and recognition. To augment your brand’s value, though, you need to keep your business connected with your target audience, and the best way to do that is through relevant content on your website. Your retail and hospitality business needs to build trust with your customers. When they read your content, they can develop an opinion on your brand. Anything they read from you that is educational, valuable, and engaging, will earn you their positive sentiment. This, in turn, makes it easier for them to do business with you. Content encourages conversions as they offer your customers the necessary information for them to be able to arrive at an enlightened decision when they make a purchase. In fact, among 72% of companies that were surveyed, they claim that content marketing increased their marketing leads. A Business Blog There are several types of content marketing, but the most popular among them is blog-writing. In this case, a business blog. These are topics that are related to your business and the industry that it belongs to. Blogs supplement your overall marketing strategy, more so when you need to get the attention of your target audience on your website and on your social media channels. You can host your business blogs on a stand-alone website, which is on a separate domain as your main business website, or you can just allot an entire section for your blogs. So, why blog? How does it affect your business entirely? Here are the 3 best reasons on why your retail and hospitality business can benefit from a blog: 1. More Traffic Committing to a digital marketing strategy means that you have to keep an active online presence. The more people you have visiting and staying on your website and engaging on your social media channels, the better. Their presence on your platforms is also a way of converting them into potential customers and turning or keeping them into loyal ones. If you have the typical business website content, it will probably consist of just a few pages. As you write blogs, you produce more content, keywords, and more pages. Producing good content earns you a good rank in search engine results, so you’re assured of a higher probability of showing up on people’s searches. And this isn’t just for the short term, either. Anything you post online remains there forever. Long after you’ve posted your blog article, it can still get searched and be found even years later. So, any effort you put in on any blog post can turn into an article with a thousand or a hundred thousand views in the future. Read more about why you should track your marketing campaigns here. 2. Be Regarded as an Authority As you create and host more blogs on your website, your readers will eventually look to you for answers to their business-related problems. Your business, as well as anyone associated with it, becomes their trusted source of information, as well as being a reliable brand. You can then be regarded as an industry thought leader or an authority. You can also position yourself to gain more followers on your other online channels such as on social media. This then makes it easier for you to pull in your followers to do business with you. If you want to read up on how to improve your customers’ experiences, you can check out our previous article here. 3. Get More Leads Once you have substantial traffic to your website, as well as having a considerable number of followers, then it’s time to convert them into leads. The best way to do this is by creating CTAs, or Call-To-Action offerings in your blog posts. These usually consist of free e-books, webinars, or even app trials. Grant these in exchange for having your visitors to fill-up forms so you can get their contact information. While being able to convert visitors to leads via CTAs may be the most obvious method of monetizing your blog posts, there are also other means. You can also set-up an affiliate marketing program where you can earn through commissions. The biggest business benefit is more strategic: building your brand to be a high-ranking business search result. This nets you more opportunities over a long-term period. Conclusion You should consider blogging as a part of your digital marketing strategy, especially if you want to increase your online presence and leave searchable industry leader footprints. It also helps small businesses who are looking for an inexpensive avenue that will help them gain an industry advantage by recruiting new customers, and finding new business partners, as well.
If you were running any other business, you could chuck up a few ads and customers would magically appear at your door.
It’s different for restaurants. Diners like to think they have the inside scoop, and that the quality of the restaurant should be its own advertising. We both know that’s not true. So how do you advertise without being seen to?
Here’s how to boost your awareness and your diner numbers
Social media marketing is effective, but only if you do it right. The myriad myths you face can keep you from achieving the kind of success that can help your startup thrive. Cut through the lies to ensure you have the right social strategy to persevere.
It’s different for restaurants. Diners like to think they have the inside scoop, and that the quality of the restaurant should be its own advertising.