Posted on April 19, 2017
Like many marketing strategies, humour offers an engaging approach that can humanise an industry that many see as remote. Marketing experts suggest that humour provides a pathway to achieving the fundamental elements that form positive relationships – ultimately we buy from people and brands we like (John Caples).
Attracting viewers’ responsiveness (laughter) offers a way to engage with them on a more human level.
For example, Octopus Investment have established the perfect balance between relatability and attentiveness. Captured predominantly in the headline, the ad speaks directly to the desired target group; cementing a relationship through the notion of a ‘shared joke.’ This unconsciously relays the message, ‘we understand you and we are here to help you. Trust in us.’
So next time you are launching a campaign, ask yourself:
- What approach will anchor our brand’s values?
- What TOV will the target group respond to?
- What message can we convey that will aid in the achievement of forming enduring consumer relationships?
The answer may be humour.