Tim Washer—who is teaching a class in our MarketingProfs University course, Video Marketing Made Simple—is a funny guy. His videos, such as this one in support of Cisco's Videoscape technology or this one promoting Cisco's ASR 9000 as the perfect Valentine's gift, have attracted thousands of views and demonstrated that one can even find humor in spec sheets for backend hardware.
The friendly folks at PJA Advertising + Marketing interviewed Tim in two recent episodes of This Week in Digital Media, during which he and the show's host, Mike O'Toole (who has made a funny video or two of his own), discussed how to "mine the absurdity" in order to come up with creative concepts, why "the truth is what's funny," and, of course, how to approach the question of humor's ROI.
On this last note, Tim made two interesting points. First, he encouraged people to keep expectations low by keeping the investment low and, rather than shooting for the moon in terms of viewership, looking for small wins like getting 4 or 5 influencers to mention your video in a blog post or a tweet.
Secondly, Tim reminds us that, no matter how many viewers we get, we don't actually know who is viewing our work and, more importantly, we don't know exactly how the experience affected them. For this reason, he recommends approaching your video with the goal of "entertaining people and generating a little good will."
In other words, video, humorous or otherwise, can help you connect emotionally with your audience.
But is this emotional connection what most companies are really after?
In the MarketingProfs "How 2" segment that we contributed to Part II of the Washer series, I refer to an ANA survey which pointed out that, while most companies say they want to connect emotionally, most of their messaging sticks to a rational/functional script that leaves emotion entirely out of the picture.
The lesson here: If you really want to emotionally connect with your audience, you really have to want to emotionally connect with your audience!
The other thing I emphasize is that you need to have staff who are truly focused on creating and maintaining these types of connections with your customers. Danny Meyer, creator of the acclaimed Union Square Café and Gramercy Tavern in Manhattan, understands the importance of people-driven experience marketing and that's why he hires people who "derive pleasure from giving pleasure, those who watch, listen, and proactively respond to what customers are saying during the entire process, ensuring a consistent, topnotch eating experience."
Are those the kind of people you're hiring?
If you'd like to read more about building strong emotional connections with your customers, we recommend the following articles from our archives:
- "Most Brands Don't Make Emotional Connections"
- "What's the 'Return on Sound'? Build Long-Term Emotional Equity by Applying Sound Strategically"
- "A Just Cause: Creating Emotional Connections with Customers"
Note: This Week in Digital Media airs every Thursday. On some of those Thursdays, we add a "How 2" segment: two minutes of practical advice taking from the pages of MarketingProfs. The topics we have covered so far are "Social Media ROI" and "Getting the Most out of LinkedIn." Check out PJA Radio and watch for a new How 2 in the coming weeks!
My name is Matthew T. Grant, PhD. I'm Managing Editor here at MarketingProfs. I divide my time between designing courses for MarketingProfs University and hosting/producing our podcast, Marketing Smarts. You can follow me on Twitter (@MatttGrant) or read my personal musings on my blog here.
If you'd like to get in touch with me about being a guest on Marketing Smarts or teaching as part of MarketingProfs University or, frankly, anything else at all, drop me a line.