Marketing with a Sense of Humor

Make your customers laugh, and you'll be laughing all the way to the bank

By Jenni Simcoe, Writer

Sometimes, the most memorable ads and marketing campaigns are the ones that tickle the funny bone. When marketing tools — such as TV ads, radio spots, print ads, brochures, flyers and postcards — boast a humorous twist, they transform from simple sales pitches into a form of entertainment. And people like to be entertained. Customers are more likely to stay tuned to your message if you can make them chuckle. Fortunately, you don't need to be a stand-up comedian to inject a little humor into your marketing efforts. With a little creative thinking, you can use humor to:

Improve brand recognition.
Increase the amount of time customers spend with your marketing materials.
Pique the interest of potential customers who might not have previously considered your products or services.
Forge a relationship with customers.

Do it right

Humor simply for humor's sake won't work. Be sure that any comedy you employ relates to a benefit of your products and services or to a need that's relevant to your target audience. If humor isn't your forte, consider tapping into someone else's comedic talents.
Try: Hire a consultant that specializes in humor, such as PowerfullyFunny.com, to help you develop your sense of humor.

Hire performers

If you're hosting an event, planning a product launch or holding an open house, create a spectacle to draw people in. Hire performers to create a festive and fun atmosphere.
Try: Hire an Elvis, Marilyn Monroe and other impersonators and performers from Frasier Productions of NY. Or use this directory from DMOZ.com to find a performance troupe or talent agency specializing in comedy in your area.

Get the write stuff

Whether you're sending out a direct mail piece or purchasing an ad in a print vehicle, call on a professional copywriter to harness their humor. Look for copywriters who have experience creating side-splitting marketing materials.
Try: Find copywriters at MediaBistro.com. Check their portfolios to see if they can write funny.

Hire a PR pro

Consider bringing in a PR pro to inject humor into your product launches and to conjure up attention-getting press kits.
Try: View résumés or post a job for a PR consultant who can make 'em laugh at ODwyerPR.com.

Dole out crazy tchotchkes

Give your clients and customers the giggles with wacky promotional items that bear a tie-in with your company. Run an accounting firm? Send silly stress relievers to clients at tax time as a reminder to let you handle their stressful taxes. Have a company mascot? Create custom bobbleheads of your mascot and give them to customers.
Try: Find fun and crazy promo products at Pinnacle Promotions.

Go where no marketer has gone before

Who says you have to stick to marketing in traditional outlets, such as billboards and print ads? Generate laughs and perhaps media attention by advertising in unexpected places.
Try: Mr.Fire.com details the 10 most outrageous places to advertise your business.

Join the cartoon network

Capture your customer's attention by featuring a cartoon or cartoon character in your newsletter, on your Web site or in other marketing materials. Make sure the cartoon reinforces your overall marketing message or relates to your target audience. Always obtain a license to reproduce a cartoon and include the copyright information as required.
Try: Visit CartoonBank.com to access cartoons that appeared in The New Yorker. TheCartoonSite.com offers a variety of cartoon characters and cartoons for license or sale. Or hire an illustrator through Guru.com to create a cartoon for you.