Theme esteem

Camping Magazine, Sept-Oct, 2003 by Steve Cony

If you still have any doubt about the lasting value of a theme line, just take this quick quiz. What do you think of when you see the following words?

* Avis[R]

* Maxwell House Coffee

* Morton Salt[TM]

* Allstate[R]

* State Farm Insurance[R]

You probably recall all of these brands' theme lines, and may even be singing the State Farm Insurance[R] jingle to yourself as you continue to read this.

A reasonable response might be that comparisons such as these are unfair here, as camps have nowhere near the budgets to expose their logos, theme lines, and messages in the marketplace as do these richly supported consumer products and services. Perhaps that is all the more reason for camps to establish clear identities. If we have limited opportunity to own a share of our consumers' minds, we must work hard to grab and hold onto that share."

Steve Cony is a marketing consultant who assists children's camps with the development of strategic plans and the execution of marketing materials. Camp directors may contact him at 914-271-8482 or e-mail scony@biggeridea.com.