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GUEST BLOG: Creating Humor on a Budget

By Prentice Howe

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For those who don’t have the bandwidth or the budget to create online videos, you can create and implement other marketing initiatives that utilize humor. The key, however, is that no matter what strategies you use, you must stay consistent with your message and your humor.

For example, let’s say you advertise in your local newspaper or community newsletter. Spend some time to craft a fun message, coupling attention-grabbing copy with original artwork. Then mirror these outbound messages with all of your internal efforts--from point-of-sale materials to in-store graphics.
 
If you’re operating on more of a grassroots level, make a mark on your community by doing something entertaining and memorable. Sponsor a pet fashion show or a pet/pet owner look-alike contest. Host a “Pup Crawl” in an urban bar district. Create branded doggie bowls and place them outside neighborhood restaurants and shops, gratis.
 
How to get started on your own initiatives? Get inspired! Pick up a copy of The Far Side Gallery by Gary Larson or dedicate an hour to laughter on video sharing sites such as YouTube and Vimeo. Then forget everything you’ve seen and carve out your own brand of humor that best represents your unique story.
 
I know, I know. Your business is different. You can’t possibly risk it all by being too lighthearted! Well, guess what? Your competitors are out there touting the same qualities (whether it’s rooted in truth or not). So maybe the key to building your image doesn’t lie in what you say, but rather how you say it. Let go of the self-seriousness and have fun with it. Even be a little self-deprecating at times. Your audience will appreciate the humility.
 
If you align a strong strategy with humorous messaging and smart media plan, you’ll build the love that self-serious brands find so elusive. So, go ahead, aim for even bigger smiles. In today’s economy, brands and businesses aren’t blessed with enough money to over saturate the media. Instead you should out-think and, most importantly, out-laugh your competition.

Prentice Howe is senior vice president, executive creative director at Austin’s Door Number 3 (www.dn3austin.com), an independent branding shop since 1994.

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