I made my first survey last month. At issue was Keyboard Confidential's tagline, and here were the options the respondents (who were all familiar with the concept) chose from:
- Personal, Enriching Concerts
- Intimate, Enriching Concerts
- Personal, Empowering Concerts
- Intimate, Empowering Concerts
- Good Friends • Great Music
- (Write-in vote)
I was considering changing the original tagline, 'Good Friends • Great Music', for two reasons. First, the guests don’t have to be friends already; it’s still a good time for relative strangers. Second, I didn’t want to imply that my music was better than people’s friendship (although that's good comedic material for my concerts’ opening monologue). I still wanted to communicate that Keyboard Confidential A) is focused around music, B) connects you with other people, and C) is uplifting. That’s quite a challenge for a short, catchy phrase.
I’m glad I asked for others' opinions though, because they overwhelmingly voted to keep ‘Good Friends • Great Music’ as the tagline (76% of respondents). ‘Intimate, Enriching Concerts’ and ‘Personal, Enriching Concerts’ got 12% and 6% of votes, and nobody preferred the taglines including the word ‘empowering’. There was also a write-in for ‘Your house. My music. They’ll remember.'
I also asked for additional comments, which were helpful. I heard from a couple people who disliked using the word ‘intimate’ in marketing materials (fair point). Another recommended the word ‘experience’, because ‘concert’ doesn’t full capture what KC is (also valid).
So for now ‘Good Friends • Great Music’ is here to stay. Conducting a survey was a lesson in vulnerability, but if you're not vulnerable, how can anyone help you?