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