Se trata de una frase que identifica a un producto o servicio. Aprende a crear uno que tus clientes recuerden ¡y repitan una y otra vez!
Dentro de las herramientas de marketing, el eslogan es una de las más poderosas, pues ayuda a incrementar los niveles de recordación en los consumidores y a diferenciarte de la competencia.
Su origen viene de una palabra gaélica escocesa que significa «grito de guerra«.
Para que un eslogan resulte exitoso debes tener claro que representará un recordatorio constante respecto a lo que hace tu negocio. El éxito de un eslogan se ve cuando los clientes o prospectos lo repiten una y otra vez.
Un buen eslogan debe contener máximo ocho palabras, debe identificar claramente al producto o servicio, y resaltar los beneficios que lo hacen especial. Es una frase que atrapa, define y sintetiza en pocas palabras la idea conceptual de tu producto o servicio.
A continuación te damos algunos consejos al momento de pensar en tu nuevo eslogan:
Destacar tus propiedades respecto a la competencia
Piensa en ¿cuáles son los elementos que no disponen los productos o servicios de la competencia? y crea una frase que lo represente.
Original y conciso
Usa metáforas, imágenes, rimas, ritmos y otros elementos para crear un slogan difícil de olvidar.
Un buen recurso son los juegos de palabras. También puedes valerte de frases populares y darles un giro, para adecuarlas a tu producto.
Considera que desde el punto de vista del marketing, un eslogan extenso no genera el impacto deseado, porque incrementa su complejidad lingüística y sintáctica. Por eso, si no es breve y recordable, no es un eslogan.
Hacer que la marca rime con el eslogan
Es una técnica que ha tenido mucho éxito, se le denomina rima de “marca incorporada”, y consiste en que la marca del producto rima con la frase.
La marca como concepto implícito
En este caso el eslogan va “sin marca incorporada” y está implícito en la marca. Un buen ejemplo es: Desayuno de campeones (Corn Flakes de Kellog’s)
Resumir qué hace la marca
“Si es Bayer, es bueno” es un eslogan que representa exactamente qué hace la marca e incluso describe el beneficio objetivo que se promete.
No olvides que para desarrollar un eslogan exitoso debes tener un amplio conocimiento del negocio que quieres promocionar, manejar bien el lenguaje publicitario y el giro en que te mueves.
Observa la competencia y otros slogans insignes que te ayudarán de mejor forma a crear el tuyo propio.
tomado y adaptado de: http://www.mensaje360.com/0/nota/index.vnc?id=2023
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