Article

Greta Paa-kerner
Greta Paa-kerner 9 February 2016
Categories Advertising

Humour In Marketing Isn’t Just For Sport

At a cost of $5,000,000 for a 30-second spot, the price of advertising in this year’s Super Bowl has increased year-on-year by 11%.

And looking at the television commercial line-up, many brands are using comedians to deliver their marketing message. Bud Light’s commercials will feature Amy Schumer and Seth Rogen, while Squarespace has selected comedy duo Keegan-Michael Kelly and Jordan Peele from Comedian Central’s “Key & Peele.” Not to be outdone, Billy Eichner from Funny or Die’s “Billy on the Street” is the frontman for Butterfinger and T.J. Miller will represent Anheuser Busch’s brand Shock Top.

All those comedic names may not mean much outside of the US, but then, Jack Whitehall may not be so well known outside of the UK either. He too delivered humour to an engaged audience during last year’s Rugby World Cup. Whether it is the US or the UK, companies have the same goal at these big sporting events, they want to create a buzz around their brand and, ideally, have their content spread virally.

But humour in marketing doesn’t need to be confined to important sporting events; it’s a powerful tool that is underutilised. In fact, companies attempting to stand out in a noisy marketplace should consider using more humour in their messaging.

According to Karen Nelson-Field in her book Viral Marketing: The Science of Sharing, content that elicits a strong emotion is more likely to diffuse virally. That means content which unleashes our emotions; moments that make us laugh out loud, cry without reserve or make the hair on the back of our neck stand up are more prone to be shared.

In effect, humour gives a brand personality and it also makes their content a powerful currency. But having a sense of humour is not a natural fit for some companies, particularly larger companies with stayed cultures. Marketing departments with a high degree of flexibility over their marketing activities and with an open-minded executive team to support slightly wacky ideas are the ones that will be able to use this nonconformist marketing tactic. Sporting events don’t have a stronghold over humour, more brands need to be brave and weave it into other marketing activities.

Greta Paa-Kerner is a UK-based independent marketing consultant who helps medium-sized businesses modernise their marketing. She is also a lecturer in digital marketing at Bucks Business School, the IDM and the CIM. Visit her website atwww.ganduxer.com.

Original Article

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of traditional outreach methods to get in touch with targeted buyers or sellers.Here are some of the best and fastest growing global B2B platforms that are helping thousands of businesses in the world to grow and reach their international and local clients.

Salman Sharif
Salman Sharif 7 July 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in this article. Check out the complete list!

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more
Beacons and Proximity Marketing: All You Need to Know

Beacons and Proximity Marketing: All You Need to Know

Among the strategies mobile marketers can use to target users is proximity marketing based on the use of Beacon devices. This is now becoming more and more popular. Beacons are proving crucial to help retailers drive foot traffic to their stores, increase conversion rates and sales volume. But what exactly are Beacons and how do they work?

Asena Atilla Saunders
Asena Atilla Saunders 9 March 2017
Read more