LIMA — If you want people to come to your business, people have to remember it.
That’s where Don Bruns came in over the years, helping develop some of the “earworms” Lima just can’t forget with his work at Adman.
People looking for printing services probably can’t forget, “You want it when? You want it now. Quick As a Wink, we’re gonna show you how.”
If you’re in search of doughnuts, you know Pat’s Donuts & Kreme is “making them fresh for you.”
And those looking for dent removals probably recall, “Pounding out the dents, looks as good as new. Jim Yarger’s Body Shop can do.”
“A jingle or slogan works when it’s a true reflection of the business, is consistent in all marketing and is given enough exposure to be effective,” Bruns wrote via email this week. “That helps create top of mind awareness.”
The Lima area is a gold mine of memorable jingles and slogans, with many local businesses investing the time and money in something and sticking with something that reflects the product, said Cody Ridenour, of Modo Media on West High Street.
“A jingle or slogan has to be short, catchy and speak to the values of the brand,” Ridenour wrote via email. “It doesn’t necessarily have to say everything that your business does, but it should make potential customers feel something — whether it’s security, humor, trust or hunger.”
Pete Suter, co-founder of Shirley’s Gourmet Popcorn Co. in Bluffton, is pleased with his brand’s motto, “It’s more than popcorn. It’s pure happiness!” The former marketing professor at Bluffton University said it became the young company’s credo.
“This motto sticks with me because our customers created it themselves, and we live it every day in our organization,” Suter wrote via email.
Sometimes the simplest messages can be the most effective, said Alisa Agozzino, a public relations and marketing professor at Ohio Northern University in Ada. The message that sticks with her most comes via American Freight, a furniture outlet along Interstate 75 in Lima.
“They repeat their phone number by a guy shouting,” she wrote via email. “Not sure if that counts as a motto or a jingle, or more an annoyance.”
The challenge for small local businesses — already fighting daily to keep operations going strong — is to realize the real value of their marketing.
“It takes time and resources to develop a brand appropriately, and most smaller businesses don’t have either to help in the efforts,” Agozzino wrote.
Jessika Phillips, president of NOW Marketing Group in Elida, sees bigger benefits in marketing than sales. She said companies should use marketing to sharpen their focus.
“I feel like more companies large and small could benefit from working on their brand’s ‘why,’ not just their process or what they do,” she wrote via email. “This means being able to effectively tell their story.”
Suter said businesses should define “their essence” with their marketing.
“Marketing should be viewed as a strategic philosophy, not simply a tactical tool,” he wrote.
Good marketing campaigns are usually worth their cost, even if a business considers itself too small to have a nice logo, slogan or color scheme, said Ridenour, who admits to singing along with the Pat’s Donuts & Kreme jingle.
“It might surprise small business owners how affordable creating a brand can be,” Ridenour wrote. “They will be even more surprised by how effective their consistent branding can be. Potential customers and clients place more trust in a business that has thought about their brand and has a professional look.”