What's in a name? Choosing a name for your company

So you've decided to go into business for yourself. You've got the plan, you've got the drive. Now, what to call it? Choosing a good name has no universal rules, but it helps to consider the product or service, the image you want to portray, your target market and your advertising strategy among other things.

If your business is a franchise like Taco Bell or Midas Mufflers, choosing a name for the ownership company is not really a marketing issue. It's probably not going to be on any of your advertising material, so have fun with it. below are things to consider for the independent business owner.

Of course, it may be good idea to mention your product or service in the company name. In the case of our graphic design/printing company, when we first started out, our primary business was graphic design and we operated out of our house, on Easy Street. Hence the name; Easy Street Designs. It also helped that the term "Easy Street" is also a common term used to convey a stress free atmosphere, so it still works, even though the shop is no longer located on that street. It also lent itself well to a catchy tag line; "Make it Easy!" We probably would not have gone with Hayes Drive Designs, had we lived there.

Some businesses like real estate, mortgage or insurance are highly competitive as well as highly regulated, and there are not a lot of barriers to entry. That means the primary difference between one firm and another lies in the characteristics of the agents or individuals who work there. This is why so many people in those industries feature their photo on their advertising. Your main marketing asset, over the long term is your reputation. Consider attaching your name to the company. Putting your name on the line can inspire confidence in the mind of a potential customer. Real life examples would be Harris Group Realty or K.W. Schramek Landscaping Material (another commodity type industry).

If you expect the vast majority of your customer base to be from a tight geographical area or neighborhood, incorporating a regional name might be the way to go. Something like The Widefield Bar and Grill (fictional) might be a good way to go if you're planning to cater to local folks and don't expect a lot of people to travel 20 miles to stop in for a beer and some curly fries. It also immediately tells people where you are as well as what you do.

Atmosphere is another consideration. In a business like home decor or example, a name that brings to mind images of the products you offer can be helpful. Examples might be "Grandma's Attic" or "Future Shock" (both fictional, as far as I know).

You can be more creative if you have a big enough advertising budget. Company names like Google, Amazon, Xerox or Yahoo don't tell you anything about what they do. They spent billions of dollars educating people though, and now their names are nearly synonymous with their product. If you don't have billions of dollars, you might want to go another way.

Using the alphabet may still be effective if your main source of advertising is an alphabetized directory. This still may be true of some industries. However, with the rise of Internet advertising, where searches are based more on relevance than alphabetical order, something like AAA Gromets (fictional, I think) may not be as attractive as it once was.

Avoid the inside joke or personal reference that most people outside your family and circle of friends aren't going to get. I'm sure you love your dog, but unless his name is "Bear Claw", naming your doughnut company after him probably isn't a good strategy. Even if his or her name is "Bear Claw" using the dog's image on your advertising is likely just going to leave potential customers scratching their heads.

A good name choice can be very helpful. However, your long term success is going to depend on execution. Your name can help you get people in the door, on the phone or to your website, but quality, service, value and ethics are what's going to bring them back.

New at Easy Street Designs, hand crafted greeting cards by Patricia Bardua

Now at Easy Street Designs, in addition to the Leanin' Tree and Easy Street Designs lines of greeting cards, you'll also find hand-crafted greeting cards by Patricia Bardua.

As the name implies, each card is a one-of-a-kind original, hand-made in the U.S.A. by Patricia Bardua of Palm Coast, Florida.

At $3.75 each, they're a little more than our other cards, but still a great price for an original piece of art that you can share with someone you care about.

When someone else's problem is your solution, that's cooperative marketing waiting to happen

I was talking with a customer about business cards the other day and she happened to mention an arrangement she had with a local restaurant. I thought it was a great way for both her and the restaurant to address their needs very effectively without any big cash outlays by either party and asked if I could share it here. This exact model may not work for everyone, but it’s a great example of how cooperative thinking, outside the box can lead to greater efficiencies and help everyone involved leverage their marketing budgets. (Did I work enough buzz words in there?)

Becky Hume is a certified colorist by Color Me A Season and has a background in TV makeup for live talent for PBS in Tucson, Showtime Comedy Network as well as for national commercials. She’s also designed and created costuming and makeup for local productions while living in Tucson during the late 1980's and early 1990's.

These days, Colorado Springs is her home and she’s still in the business of helping woman look and feel good through her business, Spa By Candlelight, which features products from BeautiControl and PartyLite. Her business relies heavily on direct sales and word of mouth. Building a customer base in these types of businesses often means exhibiting at events and expos and going to one on one or group appointments. While these can be effective forms of marketing, they can also be costly and don’t always reach the right demographic. What if there were another tool in the arsenal?

Meanwhile, at a nearby Applebees, a manager wants to offer some kind of customer appreciation perk. Giveaways and contests can also break a budget and don’t always have the desired, long lasting effect. What if there were another way?

Well, Becky and the folks at the Southside Applebees, 4001 W. Northern Ave in Pueblo, came up with an arrangement that suits both their needs, as well as the women who show up for Ladies’ Night on Wednesdays.

Applebees invited Becky to greet the ladies and offer them a free “mini spa” treatment/demo. The luxurious pampering includes a demonstration of Becky’s mobile day spa products from BeautiControl® with “instant manicure” hand treatments and sweet chocolate candy. An assortment of the beauty treatments and products are also on display and offered at a special price throughout the event. Ladies can also book free personalized spas and win door prizes during the evening.

There are no fees on either end of the agreement. It’s just one hand washing the other. It’s a good example of what a little imagination and cooperation can do to promote efficiency, effective marketing and customer retention.

To contact Becky call 719-632-4410 or email humetopwick@gmail.com. you can also visit spabycandlelight.com. To experience the demo, show up at the W. Northern Ave Applebees in Pueblo on a Wednesday night.

Bingo ads available

We have ad space available on the next run of Knights of Columbus Bingo tally sheets.

info Here.

$15 to $30 depending on size.

The key to customer retention

At Easy Street Designs, we recently made some plastic keytags for KW Schramek Landscaping Materials in Fountain, Colorado. The tags feature their logo on the front and a handy reference table on the back. It shows how much of various types of materials one would need to cover a given area and a given depth.

That alone is a good way to keep them "top of the mind" with many of their customers, especially contractors, who can quickly pull their keys out of their pockets and estimate how much material they might need for a job.

But the Schramek's took it one step further. Now, when you show your keytag at KW Schramek, you get 5% off your order (except for railroad ties). The tags last for quite a while (I think I had my King Soopers tag on my ring for about 8 years before it finally fell off). It's a great use of an inexpensive promotional product to not only provide useful information, but reward loyal customers as well. Nicely done.

KW Schramek Landscaping Material is located at 7395 Southmoor Drive in Fountain, Colorado, just north of Hwy 16 on Hwy 85/87. Visit them on the web at www.Schramrock.com.

Flag Football sponsor opportunity, Colorado Springs

Marcus Amos and Suave barbershop would like to offer your business the opportunity to become a valuable sponsor of the Suave Barbershop flag football team.

"We are asking for a donation of $250 or more and in return Suave barbershop will produce a patch with your logo and have it sewn on the jerseys of all 22 players.

We appreciate your contribution and we vow to satisfy you as a sponsor and hope to build a great working relationship."

If you have an question you can contact Mr. Marcus Amos Jr. at 719-243-6331.

Advertising Opportunity, Bingo Tally Sheets, Security/Widefield

We have space available for advertising on an upcoming run of Knights of Columbus bingo tally sheets.

Your ad can appear on 1,000 sheets for as little as $15 (approx 4.25" x 3") or $30 (approx 8.5" x 3". The sheets are given to each bingo player to keep track of which games are being played and what the prizes are. 1,000 sheets typically lasts the Knights about 3-4 weeks, depending on attendance.

If you'd like to be on the next run, call 719-390-5080 or email easystreetorders@yahoo.com