McCurry Marketing Idea Exchange #589 – February 24, 2015
Dale Farkas, Dale Laboratories, Hollywood, Fla.
Playing the humor card can be tricky – and dangerous – ‘cause one person’s funny can be another’s offensive.
Dale Farkas found the sweet spot with an email promotion to his existing customer base, almost evenly divided between pro photographers and advanced amateurs.
He offers these suggestions about using humor in your marketing:
1) Be sure references to religion are always in the most positive light.
2) Stay away from politics. It doesn’t mix well with marketing. Even a really good image of the President will get some people’s hackles up.
3) Keep sexual references mild and relevant.
His email “newsletter” is a regular thing, designed to keep his lab top of mind and offering content and/or tips.
As he says, “these newsletters give me a bully platform and I honestly enjoy the positive feedback I receive by hawking benefit rather than just discount sales.”
Dale says he tries to project in the email newsletter who he and his staff are. “Our commonality is that we are people who love photography and who will do whatever is necessary to make photographers’ pictures and buying experience better.” This newsletter is written in that tone.
The idea of the email focusing on humor “was to project to readers around the country the enjoyable experience that hundreds of our local fans get when they are in our lab’s store.”
You can see from the image here that Dale offers some tips to getting humorous images, but the last paragraph is the clincher: “What does humor have to do with a photo lab? My technical team and I personally correct each of your images. We get a kick out of good photography and, quite honestly, we enjoy our jobs. You’ll find that our joy and love of photography will show on your prints. On this point, I’m not kidding.”
Dale expanded on that thought when we talked with him: “We believe photography should be fun. Humor is at the center of how people enjoy life. So mixing humor and photography was a no brainer (read low risk). Letting people know that we will do our best to make their experience enjoyable was the natural and logical marketing link.”
Dale finds that, with a mid-week publishing time for the newsletter, he’ll see the sales benefits in about 10 days, i.e. by about the following weekend, but the long-term benefit is cumulative.
And that’s no joke.
So what’s your idea?
We’ve given you hundreds and hundreds of marketing ideas, now it’s your turn.
• Got a promotion that worked? An idea generated by a staffer? Something that’s exciting and/or motivating the crew? Doing something that’s bringing customers in, got customers buzzing, got them buying? Tell us.
• We’d appreciate getting pictures to help illustrate the ideas.
• Send your ideas to editor@McCurryAssoc.com.
• Don’t worry if you’re not the best writer; we’ll be happy to tidy things up for you.
• And if you want to take a look at more than 1,000 marketing ideas, the archived editions of the McCurry Marketing Ideas Exchange are your resource: www.TinyURL.com/McCurryIdeas