Strengthen your brand by using humor

Published June 10, 2014 at 10:23 am

As we have previously discussed on this blog, marketing with a human touch can be beneficial in many types of campaigns, even if the industry is expectedly not typically associated with funny or emotionally moving content. Because every audience is human, marketers have to get creative to make campaigns that will appeal to the business-to-business industry.

Just because a marketing campaign is targeted to a business, it does not mean that everything about it has to be cut-and-dried or overly technical. In fact, the marketing manager for Cisco recently put a spotlight on the value that humor can have in a campaign.

As a recent article in Adage discusses, “creating brand value is as important as feeding the sales funnel,” at least according to Tim Washer, Cisco System’s senior marketing manager for social media. The article discusses how Washer used humor in promotional videos for Cisco. By playing on common situations that happen in real life, and injecting a sense of humor, Washer was able to come up with marketing videos that were relatable and funny.

Even if a company or product does not seem like a candidate for a humorous campaign, looking for ways to make the company relatable can do a lot to foster a brand relationship. Whether you’re marketing to another business, or directly to consumers, developing content that engages as well as informs will help to strengthen a brand.

Marketers should strive to create interesting content and explore different mediums, from video to blog posts to email marketing and more. There are numerous types of content to choose from, but the more interesting and relatable you can make it, the better your chances of engaging the audience and making a lasting impression.