However, if you are known as a stoic and conservative company, playing for laughs at the convention center will fall flat Luxe boots uk. Consistency in corporate image is key.
What can we learn from companies that have successfully used humor There are four key lessons Ken Griffey JR Shoes .Avis Rental Cars We try harder campaign centers on humorous scenarios highlighting what would happen if a rental car company wasnt willing to go the extra mile.
They film ridiculous situations, such as an attendant handing out books to customers waiting in long lines, and contrast them with the bright, efficient service a customer could expect from their company moncler jackets. It gets a chuckle but youd better believe that when a weary traveler is eyeing the rental car company kiosks at the airport, an image of that book-toting attendant flashes through his mind.
Key #1: Exaggerate the norm.Contrast exaggerated examples of industry norms with how your company excels Nike Air Max 95. A restaurant chain that serves large portions could highlight the much smaller servings to be had at the competitors.
Wendys did this very effectively with the Wheres The Beef campaign in the Eighties. Be careful not to explicitly or implicity identify your competitors, or youll be hearing from some very angry lawyers.Remember the Budwiser frogs How about the lizards Or the donkey that wanted to be a Clydesdale Each of these campaigns was phenomenonally successful, yet only tangentially related to the product at hand. Each approach was slightly different. Frogs croaking Bud wis er can be inheriently funny, especially if youve already had a few brews yourself. It also appealed to the coveted young drinker demographic, as studies have shown an intense brand loyalty among drinkers, generally established in the early twenties. The lizard campaign capitalized on the wry, sarcastic humor enjoyed by Budwisers target audience. The donkey campaign tied into the traditional Clydesdale imagery, a strong if staid marketing tool.Key #2: Know your target audience. Jokes that appeal to one demographic may not work with another. Gen Y shoppers have especially sharp funny bones, and may appreciate dry wit. Tie in your classic marketing efforts whenever possible.Geico and AFLAC have recently done very well with their talking animal ads. By using the same animals over and over to reinforce the marketing message after all, that poor duck could surely use some disability insurance of his own by now! both companies have created a brand awareness second to none. Ask the random person to identify a disability insurance company, and chances are that theyll tell you about AFLAC. Ask them about another disability insurance company, and youll be lucky if they can name even one.Key #3: Create a character.Create a character as part of your brand image. This character should show up EVERYWHERE including television commercials, on the literature you distribute at the show, in your signage and graphics, and potentially as stuffed animals. The Serta Sheep toys have taken on a life of their own, and each and every one of them goes out with the company name blazoned on the side. Thats humorous marketing at work. Consumers buy these secondary products because of the laugh-factor, and bring a constant advertisement into their home. The influence on subsequent purchasing decisions may be minor, but it is in fact there.Humor can be a great way to convey your marketing message. Geico has done this very well with the I saved money on my car insurance by switching to Geico! series of commercials. Exercise equipment salesmen, politicians, animated characters all have been pressed into service to recite those ten words. Using different settings keeps the audience engaged, while constant repitition drives the message home.Key #4: Repetition counts. Remember, consumers need to hear a message at least six times before theyll recall it easily. The trick is to keep the presentation fresh while the message remains constant.Comedians world-wide will tell you that humor is a tough business. Its hard to tell what will make one person laugh and another roll their eyes in disgust. However, if a joke falls flat for a comedian, they simply move on to the next joke and keep moving. If youve invested tons of time and money in your humor campaign, you need to know these three things:1. It must be funny. Test the campaign on objective people. Lots of objective people. If the majority laugh, youre golden. However, if less than half the people get the joke, drop it.2. It must be quick. There are great funny jokes that take half an hour to tell. Thats nice. Inflict them on your relatives or when youve got a whole room full of trapped subordinates. Customers arent going to give you that much of their time. Youve got half a minute tops to get them laughing.3.
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