No joke.
Humour has long been recognised as a positive component of successful advertising, particularly on television, movie screens, video and social media. The intent in most instances is not to elicit laughter. Recognition, resonation and recall at the point of purchase (often sometime in the future) underscores humour’s capacity to contribute to effective brand marketing and positioning.
Australia’s typical irreverent nature is appreciated, discussed, and responded to in both immediate and extended terms.
PUNCH LINE
Contemporary examples include the use of a giant monster for a superannuation fund, and a Colombo characterisation for an insurance company. Fast food outlets are adept at the use of humour (with no need to enquire what anyone did say). Similarly, omnipotent gambling companies, which often offer tickets as part of their promotions, if not directly.
BOTTOM LINE
Notable is the consistent growth in new members, customers, and clients over extended periods of time. Therefore, identifying, personalising, projecting, supporting and sustaining the conspicuous presence, devoid of direct sales pitches and closures, is essential. Getting on the shopping list and scaling the rankings to be the most preferred and/or most recalled have both topline and bottom-line consequences.
The sales dimension is distinct and typically involves personal human contact and interactions.
Care must be exercised to avoid or minimise the lodging of official public complaints to regulatory authorities. Some people don’t have a sense of humour.
It is not an overstatement to declare that a common sentiment among businesspeople and consumers is that a lot of fun in doing business has been lost in recent years.
Reintroducing humour in communication can be acceptable, applauded and effective.
OBEDIENCE TRAINING
The broader pet industry presents an intriguing and laudable case study. Sales and profit growth is strong, constant and attractive.
Hardware stores, pharmacies, supermarkets and service stations have recognised the potential for complementary revenue streams with this product service range.
Friendly, passive family dogs are great conversation starters and definers of owners. In current times, these evolved wolves are considered and treated as family members; therefore, be careful in the use of collective nouns.
Their fun antics are featured in advertising for paint, floor coverings, furniture and motor vehicles. It’s enough to bring a smile to your face and an emotive cue to your hip pocket. The product being advertised is not being dismissed; it is ranked as a secondary aspect.
HAVE FUN
There is a lot to be said about humour in advertising, marketing, sales and business in these challenging times. It can be fun conceptualising campaigns, particularly with the adroit use of sardonic, if not irreverent, Australian humour.
By: Barry Urquhart
BIO:
Barry Urquhart is a distinguished market research and strategic planning consultant. He is widely respected as a keynote speaker at leading conferences across Australasia and the acclaimed author of Serves You Right! And Service Please!, the region’s two best-selling books on customer service excellence.
A trusted voice in business strategy, Barry frequently leads impactful business development workshops, guiding organisations towards sustainable growth and service leadership.
Get in Touch with Barry: Email: [email protected], Mobile: +61 041 983 5555.
