Blogging Out Loud

Connecting You with the Latest Marketing Tips and Trends.

On The Funny Side Of The Marketing Street.

3 rules for engaging humor when promoting your brand’s image.

Juggling humor and honesty is no easy task, and marketers are wise to be cautious in doing so. Still, surveys show online consumers respond well to campaigns that encourage laughs.

Ask most industry professionals about effectively using humor in marketing, and their answer will turn gravely serious: don’t do it. Humor, they’ll opine, is risky business; then they’ll spout the oft-quoted Claude Hopkins: “People don’t buy from clowns.” Historically, that might true, but a recent report from Marketing Sherpa suggests a little laughter goes a long way in attracting the almighty friends, fans and followers. According to the study, while more than 60% of social media users connect with brands to learn about new products, features and services, 35% of respondents respond well to campaigns seen as entertaining, funny or insightful, where less than 30% are drawn to campaigns focused on company culture, environmental responsibility and boring things like company policies. With recent surveys revealing more than half of all social media users take their Facebook, Twitter and Google+ habits with them on vacation, numbers like these prove to be no laughing matter. The challenge for marketers is that humor, like beauty, lies in the eye of the beholder. And while some will argue that effective humor is attention-getting, engaging and creates word-of-mouth, one bad joke can alienate an entire demographic. That’s seriously funny business, indeed.

Maybe I’m just blogging out loud, but it seems like marketing laughter is a medicine best served O.T.C. — that’s off the cuff, but not out of control.

We often see bold, edgy and totally spot-on campaigns that employ humor to attract consumers. A recent Jose Cuervo campaign made me and my Vertical Marketing Network coworkers chuckle. Through the brand’s Facebook page, consumers are challenged to admit they “suck at making margaritas” to receive a coupon for the brand’s pre-made margarita mix. Users start by clicking the “OK, I admit it” tab, a sort of self-deprecating resignation that likely inspires many a tequila drinker to LOL at the ad and, perhaps, themselves. It reminded me of a Vertical Marketing Network campaign from years ago, in which the agency literally steamrolled hundreds of that most-dreaded of holiday treats — the fruitcake — in a humorous and buzz-worthy promotional effort for client Kahlua to announce the brand’s own holiday baked good and gift with purchase, the Kahlua brownie. Writing independently about marketing to the Hispanic/Latino consumer, an industry insider writes about an effective radio spot in which humor was used to get the listener’s attention but ultimately, and more importantly, built brand loyalty by making an emotional connection with the target demographic. Humor, it seems, is more versatile than thought. Keeping this in mind, some rules of engagement:

1. Know your audience, and don’t offend them. This is the umbrella rule for being politically correct and socially sensitive. Not all humor needs a specific target, and the best jokes often don’t.

2. Keep it light, keep it bright. This could be the reason jokesters thrive on social media forums such as Twitter, where brevity and wit are celebrated.

3. Remember your point. It’s the brand, and/or product, that ultimately needs to benefit from any funny business. If the message is not first true to them, and second not appealing to your target audience, there’s little appeal. And that’s no joke.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: Michael David Pederson
Advertisements

About JJ Nelson

Freelance blogger for Vertical Marketing Network; food writer; bartender.

8 comments on “On The Funny Side Of The Marketing Street.

  1. Computers Electronics
    June 27, 2015

    I am now not certain where you’re getting your info, however great topic.
    I must spend some time studying more or working out more.

    Thanks for magnificent info I was on the lookout for this information for my mission.

    Like

  2. The address that you desperately need will appear for your immediate use.
    In fact thousands of people now have all of their meals delivered to their
    home because eating a strict, low calorie diet really can help you shed some weight,
    particularly if you can squeeze in a little bit of
    exercise as well. This chain of restaurant is spread all over Delhi and NCR region serving to the tangling buds of food connoisseurs.

    Like

  3. rumah
    December 13, 2014

    We absolutely love your blog and find many of your post’s to be what precisely I’m looking for.
    Does one offer guest writers to write content available
    for you? I wouldn’t mind composing a post or elaborating on many
    of the subjects you write in relation to here. Again, awesome blog!

    Like

  4. หี
    December 11, 2014

    หีครู

    Like

  5. gizli çekim porno
    December 11, 2014

    Hi there! Quick question that’s completely off topic.
    Do you know how to make your site mobile friendly? My weblog looks
    weird when viewing from my apple iphone. I’m trying to
    find a theme or plugin that might be able to fix this problem.
    If you have any recommendations, please share.
    Thank you!

    Like

  6. I enjoy, lead to I found just what I used to be looking for.
    You have ended my four day lengthy hunt! God Bless you man. Have a nice day.

    Bye

    Like

  7. Other basic domains include wiring check here of ships, mobile platforms and airplanes on technical levels.
    Ask questions concerning college, which grades they
    excelled in, the accomplishments they picked up from the program?
    You should seek to hire Plano electricians that are available in Fort Worth and check here some of them by going through the yellow pages or looking online.
    An electrical check here windmill would help a homeowner to live with these wires around.

    Like

  8. amatör pornolar
    December 4, 2014

    I’d like to find out more? I’d care to find out more details.

    Like

Share your thoughts!

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Enter your email.

Archives

Follow us!

%d bloggers like this: