How to use humorous elements in marketing

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The humor in marketing can make consumers feel surprised and produce good marketing effect.

Article | Ann Handley

This fall, Massachusetts congressman Carl Sciortino on YouTube to release a heartwarming and humorous video called Father's child. This video blurs the boundaries between traditional political advertising and content marketing, and it tells us a sweet and humorous story for more than a minute. Aaron Blake the ad in the Washington Post as "The most interesting campaign ad for a long time." Chris Hayes of MSNBC called the ad "the master's" on Twitter.

Why does the advertisement attract wide attention? Sciortino himself was a homosexual, and in the video he released, a son formally "came out of the closet" before his father. Just in the advertisement, the son did not tell his father that he was a homosexual, but rather told his conservative father that he was a liberal. His father's attitude towards this is, gay? No problem. The Liberals?

From a marketing point of view, the ad conveys Sciortino political leanings and uses a humorous approach to attract the attention of the audience, trying to link up with a variety of audiences, just like commercial advertising, except that the advertisement seeks to attract votes, while commercial advertising attempts to attract consumers.

Humor is an effective marketing method, because it is very user-friendly, and can let the audience feel the new ideas. When you're marketing your router, are you writing a blog directly to tell people that your router can handle 6.4TB of data, or do you use humor to tell consumers how your products relate to their lives and how attractive your products are? Cisco once made people believe on Valentine's Day that the best Valentine's Day gift is a router. They launched an ad on Valentine's Day: "There's nothing like the Cisco ASR 9000 router that represents my love for you." "Telling people directly about product parameters makes consumers feel bored." Cisco's approach was unexpected and successfully delivered brand information and product information.

"For small businesses, humor can make you stand out from the intense competition," says Tim Washer, Cisco's Cooperatives marketing manager. "Washer is the creator of the ASR 9000 router ad, and he is also a comic writer.

How to use humorous elements in marketing?

1 work with creative people. All the good stuff comes from good writers. Whether your content is humorous or not, you need good writers. With humor and creativity, you need to keep your content close to reality. The good thing about this is that people who are unfamiliar with the field can also get a sense of humor in your ads.

There is probably a theater near your company where you will find an actor or screenwriter and ask them to write a script for your humorous ads and pay them a reasonable fee.

2 Avoid serious. "Seriousness is the most effective way to kill humor," says washer. ”

3 want the story. A lot of funny stories come from pain. If you think about it, you probably have. A sense of humour makes you tap into that pain and use it to the point of absurdity by exaggerating the magnification.

4 Focus more on the mind than on the budget. Small businesses may have more challenges from limited budgets and resources, but they have a greater advantage in marketing that creates humor. Big companies are more bureaucratic and the approval process is longer, making it difficult for them to be flexible and avantgarde in their marketing.

"Camping Gyno" is a 2-minute comedy clip made by Hello Flo, which provides a scheduled service for tampons, with 6.2 million clicks (still growing). This video is about camping when an unpopular girl becomes a boring "know-it-all" because of her first menstrual period. But in the end thanks to Hello Flo, the company let "the whole camp girls start receiving a care package with tampons, menstrual pads and sweets!" and the time is exactly the same as their cycle. The video brought a great deal of attention to the fledgling small company. Translation | Roux Cloud