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