How to Use Humor in Advertising: How To Add the Humor
While it's a great idea to attempt comedy, actually pulling it off can be very tricky for many. Let's face it: we all think we are hilarious, but few are actually talented enough at writing and producing content that appeals to mass audiences. And as a small- or mid-sized organization, it's unlikely you'll have a Madison Avenue advertising agency with access to a major budget and top-tier comedic talent to tap into. But that doesn't mean you can't find talented writers and producers to help you.
Assuming you don't have in-house talent to work on these campaigns, Washer recommends you begin by visiting a local film school and talking to some of the professors (IMDB Directory of Film Schools). Find out who some of the top seniors are, as almost every school will have someone with a great comedic voice and vision. Even better for small businesses, since they aren't yet established professionally and rather are looking to add to their reel and resume, you can acquire them much cheaper.
Another option for those in urban areas is to visit a local improv comedy theatre (it's important not to go to a stand-up performance) and see who controls the crowd best. As Washer says, those venues tend to attract 'more cerebral types of comedy writers who aren't going for a cheap laugh but understand comedy that comes from character and situation.'
'The great thing for smaller companies is that with humor, you can compete with the goliaths,' Washer adds. 'The more nimble your company is and the more willing you are to take a risk, even with a smaller budget, it can be the difference-maker. Because as consumers, they don't care how big your company is or what your budget was. If it's funny and good, that's what matters.'
Another point to consider when using humor in advertising is that different things are funny to different people. A commercial that may leave one person keeled over from laughter may leave a bad taste in another's mouth. The target market must always be considered, and running test and focus groups to receive feedback is always a great idea. Sometimes the portion of the commercial you thought was the funniest may get no laughs, while a scene you never expected to be a hit can be the most popular part.
It's important with every advertising campaign to set measurable and realistic expectations. It's no different with an ad that includes humor, even if it's being used only digitally on your company blog or via YouTube. The key is to meet with management ahead of time and set goals that satisfy all involved parties. One of the major keys to a successful humorous campaign is variety, as once a campaign starts to wear out there's no saving it without some variation on the concept. Washer notes that it's important with humorous campaigns to let it run its course. You're going to have people who love it and others who hate it, and then even more that just don't get it at all. But if it's done well enough (and is funny enough), the growth can happen very naturally, particularly on social networks.
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How to Use Humor in Advertising: Utilizing Humor in Social Media
The time has never been better for brands to employ social media when launching a new advertising campaign, particularly one with humor. The main reason for this: social media (and namely YouTube) is largely looked at as an entertainment medium. People don't often turn to YouTube to garner product information, but they do go there to watch funny videos. When they find one that resonates with them, the likelihood that they'll click the share button to spread via their networks on Twitter and Facebook, email it to a friend or talk about it becomes even higher.
'As a small company, you can take the chance with a funny video and just post it on YouTube to see how it's received,' Washer notes. 'Sometimes it fails, but if it's done properly, it can be a chance for those companies to compete with much larger brands without spending much money.'
For Washer's latest Cisco campaign, geared around the company's scheduled announcement at January's Consumer Electronics Show (CES), he was given little to work with in terms of content. Since they are teasing an announcement related to the way consumers view their televisions and consume entertainment, he couldn't really describe in detail what they were doing and there isn't even a product to feature. So he employed a humorous ad, creating an 'Obsolete TV Support Group' where older TV's talk about how they feel useless with many of the new technologies now available. As one of the TV's says: 'With DVRs, on-demand, pods and pads — it's overwhelming. I feel left out!' Posted on December 3, it already has nearly 10,000 views, pretty amazing for an ad that doesn't even promote a product. It's just another example of how using humor in advertising correctly can help your brand.
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