I have been screaming this from rooftops for the past decade. Specially in B2B marketing. 95% of brands are still afraid to explore beyond their old standard, but let me tell you something, your buyer is a human, that will see on a daily basis over 20-50 ads through his socials, newsfeeds and sites. Most of those ads will say nothing to the buyer. Your 50% off ad? He has seen 10 of those before arriving at yours. Another demo video? Oh, your competitors already did one before he even got to yours. Does he remember it? Heck no. It all goes into the void. He won't even register the ad. You know what he will register? Humor. Heart. Emotions. Humaniyu. Something that will make him laugh, cry. Something that will make him relate. Relate is the keyword. And most important: remember. You might be wary of what I am saying. But I have been doing exactly that for a lot of companies throughout the years and brands. And the impact has always been succesful. A great example in the Print Industry is Enfocus. Some might be sceptical, others might find it weird. But the result is there. I have heard from several customers more about Print Hard than about the latest update of PitStop. I have heard about characters we created in campaigns more often than any promo we ever did. Why does it work? Because everyone wants to belong. To be part of something awesome. And that is what I am continously fighting for. Making your brand awesome. But beware, the most difficult thing is to remain genuine. You can add a piano and a soft voice to create emotions but if it doesn't come from rhe right place, it will just go into the void.
SNL star Kenan Thompson knows the impact of a laugh. In the Debussy Theatre, he outlined why humour is so effective in advertising – simply by making us feel good. Watch Festival talks wherever you are until 12 July with the Digital Pass | lnkd.in/efvdhdki #CannesLions2024
Head Of Marketing at Enfocus
6moExactly this. Thanks for sharing this belief! And of course Patagonia merch.