What’s almost as good as mega-price cuts when vying for customer interest? Many experts would confidently declare -- humor. The results justify their confidence. Throughout recorded history right up to the present day, tickling of the funny bone has been gold. Prompt a laugh and grab plenty of attention. Which explains why savvy brand marketers consistently utilize humor in a full range of advertising campaigns.
Attention-grabbing, however, is only part of the story. Humor offers an even more important advantage to the world of brand marketers – the ability to generate sugary, sunshiny emotions. Without question, people feel great when duly stimulated by snappy jokes and jocularity. Thus, when humor and brand message converge, the showcased product often inspires a swell of positive feelings. And guess what -- If the brand feels good, it’s just gotta be good – so the mind argues. When properly implemented, the brand-humor connection is unsurpassed for effectiveness.
But there’s a catch -- when content is humorized, precision timing is critical. Random humor typically misses the bull’s eye. It’s nothing but wasted resources and energy.
Now here’s the better way to do it – make sure your brand is most prominent when the comedic high point or climax occurs. Basically, as the punchline is delivered, display that glorious can of pork n’ beans in the most obvious manner possible. Bingo! The connection is instant and powerful. Those must be some great pork n’ beans!
Note to brand marketers -- Don’t overdo the punchline moment. Smacking viewers in the face with a big, gaudy product closeup won’t exactly improve brand image. In fact, it’ll do the opposite. All that’s needed is a clear coinciding of humor and brand. The rest, as they say, will take care of itself.
If you have questions or comments about using humor in marketing content, or about any other brand-related topic, feel free to send them our way.
You can connect with the Young Company team at 949-376-8404 #4033 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.