A message for all you German Beers

Technical PR agency and German beer
German beer, engineer
By Danielle Bagnall

Butcher’s hook I’ve just dropped my kettle in my ruby murrey whilst walking down the apples and pears – any idea what I’m on about? Well, unless you’re familiar with cockney rhyming slang, you probably won’t.

You might be wondering where I’m going with this. Well, manufacturers seem to think that calling their products complicated names is a good way to promote them. We, on the other hand, disagree.

For instance, calling a new car an ix35 isn’t memorable at all and the majority of people wouldn’t be able to picture the model in their heads. In contrast, the Volkswagen ‘up!’ is memorable and most of us can picture the little car in our minds.

In the technical world especially we mainly deal with catalogue and part numbers and this can get very confusing. If I said PCS35472 would you know what part or product I was interested in? Well, the answer is probably no; sometimes people need clarification and a little bit of Ronseal.

Not only is it difficult to determine what an item is from a part number or non-descriptive non-memorable name, it can be very time consuming and sometimes costly. If you are a machine builder, systems integrator, wholesaler or distributor you require an easy, simple process to stock your warehouse for re-sale. Having to deal with jargon does not help in the ordering of parts; it is more likely that mistakes will be made which will in turn waste time and cost money.

Aside from all these reasons, if you have a more simplified product name, that is easy to remember and spell, you are likely to get more sales and recommendations. The majority of our shopping is now done online, if you want something you ask Google. If you can’t spell or remember its name, it gets much more difficult.

So, all you german beers (engineers) out there need to listen up, whether you are selling pistols and shooters (computers) or tea and bloaters (motors), straightforward and slang free is the way to go.

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Richard Stone

Stone Junction is a cool technical PR agency based in Stafford. We work for all sorts of businesses, with a particular focus on technology, technical and engineering companies. We like being sent cake and biscuits by clients, journalists and prospects.

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