| One of the major objectives of any trade
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| | possible.Geico and AFLAC have recently
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| show exhibit is to create a lasting
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| | done very well with their talking animal
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| impression in the attendee's mind. After
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| | ads. By using the same animals over and
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| all, if a visitor can't remember you, how
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| | over to reinforce the marketing message -
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| can he give you his business? You also
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| | after all, that poor duck could surely
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| want to create a positive impression, and
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| | use some disability insurance of his own
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| unfortunately, that's harder to do than
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| | by now! - both companies have created a
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| the negative equivalent.Which brings us
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| | brand awareness second to none. Ask the
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| to humor. People love to laugh - and they
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| | random person to identify a disability
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| like other people to laugh with them.
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| | insurance company, and chances are that
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| Witness the almost constant flood of
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| | they'll tell you about AFLAC. Ask them
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| jokes and cartoons that flit across the
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| | about another disability insurance
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| internet: Proof that humor cannot be
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| | company, and you'll be lucky if they can
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| stopped. You'll often find that people go
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| | name even one.Key #3: Create a character.
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| out of their way to remember great jokes,
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| | Create a 'character' as part of your
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| where they'll never, ever stop to jot
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| | brand image. This character should show
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| down the details of an eye-catching
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| | up EVERYWHERE - including television
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| graphic. This makes humor an invaluable
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| | commercials, on the literature you
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| marketing tool --if you can make it serve
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| | distribute at the show, in your signage
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| your corporate objectives.Some of you are
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| | and graphics, and potentially as stuffed
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| dismissing this idea out of hand.
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| | animals. The Serta Sheep toys have taken
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| "There's nothing funny about my product!"
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| | on a life of their own, and each and
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| I can hear you saying. Well, what's funny
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| | every one of them goes out with the
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| about rental cars? Beer? Car insurance?
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| | company name blazoned on the side. That's
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| None of these items are inheriently
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| | humorous marketing at work. Consumers buy
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| funny, yet companies in all three sectors
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| | these secondary products because of the
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| have effectively used humor to fix their
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| | laugh-factor, and bring a constant
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| products in the public eye.It is
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| | advertisement into their home. The
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| important to remember that your trade
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| | influence on subsequent purchasing
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| show campaign should be fully integrated
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| | decisions may be minor, but it is in fact
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| into your marketing plan as a whole. If
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| | there.Humor can be a great way to convey
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| you are using humor in your television
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| | your marketing message. Geico has done
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| and print media, bring it to the show
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| | this very well with the "I saved money on
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| floor. However, if you are known as a
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| | my car insurance by switching to Geico!"
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| stoic and conservative company, playing
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| | series of commercials. Exercise equipment
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| for laughs at the convention center will
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| | salesmen, politicians, animated
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| fall flat. Consistency in corporate image
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| | characters - all have been pressed into
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| is key.What can we learn from companies
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| | service to recite those ten words. Using
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| that have successfully used humor? There
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| | different settings keeps the audience
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| are four key lessons.Avis Rental Cars "We
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| | engaged, while constant repitition drives
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| try harder" campaign centers on humorous
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| | the message home.Key #4: Repetition
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| scenarios highlighting what would happen
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| | counts.
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| if a rental car company wasn't willing to
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| | Remember, consumers need to hear a
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| go the extra mile. They film ridiculous
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| | message at least six times before they'll
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| situations, such as an attendant handing
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| | recall it easily. The trick is to keep
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| out books to customers waiting in long
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| | the presentation fresh while the message
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| lines, and contrast them with the bright,
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| | remains constant.Comedians world-wide
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| efficient service a customer could expect
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| | will tell you that humor is a tough
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| from their company. It gets a chuckle -
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| | business. It's hard to tell what will
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| but you'd better believe that when a
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| | make one person laugh and another roll
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| weary traveler is eyeing the rental car
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| | their eyes in disgust. However, if a joke
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| company kiosks at the airport, an image
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| | falls flat for a comedian, they simply
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| of that book-toting attendant flashes
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| | move on to the next joke and keep moving.
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| through his mind.Key #1: Exaggerate the
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| | If you've invested tons of time and money
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| norm.
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| | in your humor campaign, you need to know
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| Contrast exaggerated examples of
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| | these three things:1. It must be funny.
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| industry 'norms' with how your company
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| | Test the campaign on objective people.
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| excels. A restaurant chain that serves
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| | Lots of objective people. If the majority
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| large portions could highlight the much
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| | laugh, you're golden. However, if less
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| smaller servings to be had at the
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| | than half the people get the joke, drop
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| competitor's. Wendy's did this very
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| | it.2. It must be quick. There are great
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| effectively with the "Where's The Beef?"
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| | funny jokes that take half an hour to
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| campaign in the Eighties. Be careful not
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| | tell. That's nice. Inflict them on your
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| to explicitly or implicity identify your
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| | relatives or when you've got a whole room
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| competitors, or you'll be hearing from
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| | full of trapped subordinates. Customers
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| some very angry lawyers.Remember the
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| | aren't going to give you that much of
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| Budwiser frogs? How about the lizards? Or
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| | their time. You've got half a minute tops
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| the donkey that wanted to be a
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| | to get them laughing.3. It must reflect
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| Clydesdale? Each of these campaigns was
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| | well on your company. Ethnic, racial,
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| phenomenonally successful, yet only
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| | sexual, and gender based humor has
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| tangentially related to the product at
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| | absolutely no place in the corporate
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| hand. Each approach was slightly
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| | world. Perceived slurs - even if they are
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| different. Frogs croaking Bud - wis - er
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| | made in the guise of a joke - will travel
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| can be inheriently funny, especially if
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| | around the world as fast as the internet
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| you've already had a few brews yourself.
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| | can move, and suddenly your company will
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| It also appealed to the coveted young
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| | have all kinds of attention they don't
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| drinker demographic, as studies have
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| | want.Laughing is a lot of hard work,
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| shown an intense brand loyalty among
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| | isn't it? But once you've found the right
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| drinkers, generally established in the
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| | balance, you'll have an advertising
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| early twenties. The lizard campaign
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| | campaign that will draw the crowds into
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| capitalized on the wry, sarcastic humor
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| | your exhibit - and more importantly,
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| enjoyed by Budwiser's target audience.
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| | toward buying your products and
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| The donkey campaign tied into the
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| | services.Written by Susan A.
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| traditional Clydesdale imagery, a strong
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| | Friedmann,CSP, The Tradeshow Coach, Lake
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| if staid marketing tool.Key #2: Know your
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| | Placid, NY, author: "Meeting & Event
|
| target audience.
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| | Planning for Dummies," working with
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| Jokes that appeal to one demographic may
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| | companies to improve their meeting and
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| not work with another. Gen Y shoppers
| |
| | event success through coaching,
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| have especially sharp funny bones, and
| |
| | consulting and training. Trade Show
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| may appreciate dry wit. Tie in your
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| | Marketing by "The Trade Show Coach" -
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| classic marketing efforts whenever
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| | Susan Friedmann, CSP.
|
