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