Marketing News: How humour can help SMEs achieve marketing cut-through

Has your head ever been turned by a witty slogan on a chalkboard outside a firm’s premises? If so, you’re far from alone, as research by American Express showed that 8 in 10 consumers have spotted humorous chalkboards appearing outside high street shops, restaurants, pubs and other establishments.

But crucially for marketers, two-thirds of those polled said they would be more likely to return to a small business if it managed to put a smile on their face. Meanwhile, a similar proportion said using humour in marketing is a clever means of attracting new customers.

Humour chimes with millennial consumers
The American Express study suggests a more irreverent approach is particularly effectively at engaging with younger people. Indeed, 54% of people aged between 18 and 34 revealed they’d be more likely to go into a shop if it had a funny sign outside. Furthermore, 38% said a witty sign would make them more likely to purchase an item.

Could a good joke go viral?
These days, the first instinct of many people who see anything vaguely amusing is to take a picture on their smartphone and share it on social media. As a result, a humorous sign could prove to be a very affordable way of building your online visibility on the likes of Twitter, Instagram and Facebook.

More than a third of people polled by American Express said that if they saw a chalkboard that made them laugh, they would post a picture online and mention or tag the business at the same time. In addition, 1 in 5 18 to 24-year-olds admitted that if they saw a picture of a witty sign on social media, they would go out of their way to visit the premises behind it.

By showing a sense of humour in this way, you’re turning people’s heads and getting them to notice you. You’re also giving them a reason to talk about you to their friends and family and let them know you exist. And you’re showing a distinctive personality that can add colour to your brand – all in a very cost-effective way.

Even in a B2B environment, such as a trade show, a humorous banner could be what draws people to you rather than a nearby competitor. Of course, a delicate line must be struck in order to make sure you’re using appropriate humour that reflects positively on your business and is industry-appropriate. But by showing some genuine wit and originality, you might find yourself able to stand head and shoulders above your rivals and generate a buzz around your brand both on and offline.

Sources / Further reading
Humour helping ahead of SBS push SME Web