Randy Clark's Blog, page 16

The Three Biggest Challenges Facing Sales Today

The title should have been The Three Biggest Challenges Facing Sales Today, and what to do about them. But I don’t have that much space.

Sales Has Changed, but Some Challenges Haven’t Changed 

I’ve been in and around sales for more than 45 years. It’s changed. A lot. Unfortunately, it hasn’t changed fast enough in some sectors. Because we continue to have bad examples such as this, Just Say No to Bad Sales Tactics. Salespeople today face challenges I couldn’t have imagined in 1970:

Navigating CRM systemsContent management, social media, and moreKeeping up with ever-changing productsFollowing the lead cycle

Sales challenges vary by industry, geography, and target market. An organization’s approach towards sales impacts the challenges faced, as do recruiting, onboarding, and continuous training. However, these three are challenges shared by most businesses, large and small. Here are three sales challenges that aren’t going away.

The Three Biggest Challenges Facing SalesFinding the Time to Do Your Job

Systems have become more efficient and yet more complicated. Too often, salespeople spend more time following up with production and delivering products and services than they spend selling. What to do about it. Are You Giving Your Sales Team Time to Sell?

Getting Your Sales and Marketing on the Same Page

Siloing is everywhere, including between sales and marketing. How often has your marketing team promoted a product that the sales team needed more knowledge of, or sales not communicating customer needs to marketing? A disconnect between sales and marketing is a problem in too many organizations. How to Fix it. Are Your Sales and Marketing on the Same Page? And for the team, How to Demolish Silos and Why You Should

Avoiding Communication Breakdown

In 1970, communication was easy; you had three choices: the phone (landline only), Mail (that’s postal service, not Email), or Face-to-face. There wasn’t much confusion. Today, there are too many preferences to list, such as Email, text, social media, and more. The key is learning your customer’s communication preferences, if you don’t, you’ll never get to the decision maker. How to improve communication. Why Communication in the Workplace Sucks  And How to Keep Customers Happy or Lose Them

Three Opportunities to Improve 21st Century Sales 

Three challenges—three opportunities: organizations spend thousands on CRM systems, sales training, and advertising. All in the hope of improving sales numbers and, therefore, positively impacting the bottom line. However, taking on the challenges of making time to sell, aligning sales and marketing, and discovering your customer’s communication preferences is more than a hope. Improving these challenges will improve sales, and it doesn’t cost thousands of dollars.

Are You in Sales Management?

Are you leading people or managing projects? Do you set goals based on activities to continue, eliminate, or improve or do you strictly look at the results? Do you believe one sales strategy fits all your clients and all your sales team? If so, you’re walking the streets I paved, and those streets lead to disappointment. The good news is if you recognize these behaviors in yourself, you can change. I did. I eventually became a highly effective sales manager and so can you. This workbook is the place to start. The New Sales Managers Workbook

 

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4 Ways to Improve Workplace Morale

So, how, and when do you improve workplace morale? I recently presented a teamwork seminar to a group that works well together. Why would management invite me to discuss improving teamwork with a team that works? Because that’s how you build a championship team. The morale at your establishment may be extraordinary; folks may be waiting in line to join your team. Even so, you can improve it, and morale’s more likely not perfect. Here are four methods to improve workplace morale.

4 Ways to Improve Workplace MoraleOffer Continuing Training 

If you want positive morale in the workplace, you need to help people feel good about themselves. What better way to invest in a team member than to provide valuable training? Whether in-house or outsourced training, such as a local community college course or a leadership development class conducted by senior staff, the bottom line is showing you care enough to offer training, improves morale. Here’s what development training does for your organization.

“Keeps management on the same page. Develops future leaders. Attracts and retains talent. Improves the bottom line. Builds a culture of support and caring.” — Why Your Organization Needs a Leadership Development Program

Give Recognition 

Most people thrive on recognition; some can’t function without it, and nearly everyone appreciates it. I once had a manager tell me recognition was over-rated because he did his job, and he never got recognized for it, although it did bother him. I looked at him and said, “Exactly my point.” You should recognize positive behavior and character at every deserving opportunity. Individual and team accomplishments, job improvement, and completed training should be supported and cheered. If you want to see morale improve, acknowledge people when they’ve done a good job.

“When you recognize specific behaviors and activities, you don’t sound like someone trying to put smiley faces on the world. You sound like someone who knows what they’re talking about and who cares about their teammates. The next time you recognize a direct report make it specific.” — Why Recognition is Nice but Specific Recognition is a Game Changer

Have Some Fun 

You don’t have to create fun at the expense of completing work. Some of the most fun I’ve ever had at work was completing a challenging task on time. Friendly competition against teammates, brainstorming sessions, and problem-solving can be fun. Evidence supports frequent short breaks as an efficient method of completing the best work on time. Take a break and enjoy it. Break up the routine, make work into a game, support a local charity as a group, have an outing, throw a pitch-in lunch—have fun. Two of the teams I work directly with have “fun” committees. They meet once a month and plan fun things for the workplace, such as cook outs, Halloween costumes, Holiday Ugly sweater contest and more.  10 Ways to Promote Fun at Work

Bust Those Silos

The more you know, plays well in the workplace. One of the triggers of poor workplace morale is the inability for departments to support each other and work well together. It fosters animosity that spreads from the top of the department down. The key to breaking this spiral is communication. When departments understand each other’s responsibilities and challenges, it translates to a better understanding of how they interact and affect each other. If you want to improve morale, improve interdepartmental understanding and communication. How to Demolish Silos and Why You Should

How Can I Help You? 

I like to help people and organizations, but I have three criteria I consider before taking an assignment – I believe in what the organization stands for, I know I can help, and it looks like fun. If you have any questions, Contact Me. 

So, does your business have a management training plan? Because if not, many organizations, large and small, use my book, The New Manager’s Workbook, a crash course in effective management, as the basis for their leadership development program. Check it out. It might help you stop putting off what you want to do.

Photo by Elisa Ventur on Unsplash

 

 

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Are You Giving Your Sales Team Time to Sell?

Are you giving your sales team time to sell? Good question. According to this Hub Spot Infographic, salespeople spend less than one-third of their time selling. If the job description of salespeople is to sell—isn’t that how they should spend most of their time? What are they doing the other two-thirds of the time?

Are You Giving Your Sales Team Time to Sell?7 Actions Plans for Sales Success Administration

According to several studies, salespeople spend more time completing and following up on paperwork than selling.

Action– Take away as many administrative duties as possible from sales and delegate them to office personnel. Every administrative task lifted from salespeople is an opportunity to grow the business.

Lead Generation

Lead gen is among salespeople’s most important responsibilities, but it shouldn’t take up most of their time. Salespeople should spend time generating leads through add-on sales to existing customers as well as referrals.

Action – The marketing department’s key metric should be lead generation. Whether through email marketing, social media, or traditional forms of advertising, marketing’s first responsibility is to fill the top of the funnel with leads. A salesperson’s job isn’t to provide all the leads; it’s to turn leads into satisfied customers. It’s difficult to throw the ball and swing the bat at the same time.

Production

Every minute a salesperson uses to schedule production, follow up on jobs, or act as a liaison between departments is a minute they aren’t selling.

Action– Limit the responsibility of sales in production by developing production specialists to follow orders. Many CRM systems are automated to track production and inform customers of progress.

Service

There isn’t anything more important than offering timely and efficient service when customers need help. It may be vital that salespeople stay in the loop with customer service, but it doesn’t mean they should be the primary service contact person.

Action– Delegate customer service to customer service representatives. CSR’s job should be to satisfy customer service needs and update salespeople on the progress of services.

Distractions

There are so many ways to be distracted today. One of the biggest distractions is the steady sound of pings.

Action:

Turn  the pings off.Do not check email, texts, and social media every ten minutes.Set time aside to concentrate on the task at hand without interruptions.Don’t get confused by urgent tasks (sudden fires) that take salespeople away from the important task of selling.Don’t buy into the myth of multitasking. How Multitasking is Killing Your Productivity and What to do about it.Travel Time

There will always be a need for some travel. Nothing may be more important than meeting with key clients face-to-face, but not every meeting needs to be or should be F2F.

Action – Schedule Zoom meetings. Phone calls are becoming old-fashioned and out of style, but they remain an excellent way to stay in touch. It may be best to text or email a phone call appointment request before calling.

Organization

The number one reason for downtime is poor planning. For example, when a sales visit is set with a client, and no other appointments are scheduled, what happens if that client cannot make the meeting? In this scenario, scheduling several meetings throughout the day reduces downtime.

Action – Help the sales team get organized by sharing daily and weekly planners.

Is it Time to Act?    

Implementing these seven actions, even in a small way, will positively impact sales. Eliminating distractions, reducing downtime, and helping salespeople concentrate on selling will pay off with increased sales, new customers, and more work for the company. How would any business be impacted by reducing non-sales time from 66% to 33%? Seems reasonable, doesn’t it?

Are You in Sales Management? 

Are you leading people or managing projects? Do you set goals based on activities to continue, eliminate, or improve, or do you strictly look at the results? Do you believe one sales strategy fits all your clients and all your sales team? If so, you’re walking the streets I paved, and those streets lead to disappointment. The good news is that you can change if you recognize these behaviors in yourself. I did. I eventually became a highly effective sales manager, and so can you. This workbook is a good place to start. The New Sales Managers Workbook

Photo by Towfiqu barbhuiya on Unsplash

 

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What Was the Worst Christmas Gift You Ever Received?

So, what was the worst Christmas gift you ever received? Let me begin by saying I’m not ungrateful for gifts. It’s the thought that counts, right? However, this list could have been titled “What Were They Thinking?” I gathered this list from friends and former co-workers. I couldn’t make this up.

*The names have been changed, OK omitted, to protect the innocent. These are all very real. I couldn’t make this up.   

Top Ten Worst Christmas Gifts

10. A Multicolored striped sweater that looked like a Life Savers wrapper, which had been purchased over a year previously and could not be exchanged.

9. A five-pound box of nuts opened and shared to all by – the giver.

8. A fake lottery ticket – It’s not so funny when you receive one.

7. Baloney in the shape of a horseshoe, and when they told me this, they said, “You’ve seen it – you know, like a       horseshoe, except it’s baloney.” Really?

   6. A fondue ceramic cat. I hope it purred when you dipped your stick in it. 

   5. Regifted chocolates from the “wealthy” co-worker. This person has a famous brother. 

   4. Underwear to a man, from a man, and they were too small. What does it mean?

   3. Plastic bag full of Grandpa’s old Tidy Whiteys. I had to ask, and yes, they had been laundered.  

   2. One gallon of baked beans. Well, who hasn’t wanted a gallon of baked beans?

The Number One Worst Christmas Gift

A Secret Santa gift at a family Christmas gathering with more than a dozen family members watching as a young lady opened her gift. 

Drum roll, please, a Ciralla’s Adult Store surprise bag!    

As a footnote, I’d like to mention most of the people I asked had to think hard about a “BAD “gift, and many shared the sentiment of there being no such thing. However, one brother and sister began sharing stories about each other’s poor gift-giving choices. It’s a continuing conversation.

I’d love to hear about your worst gift story. You can share it in comments! I wish you a merry Christmas and happy gifting.   

Photo by Kira auf der Heide on Unsplash

 

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Have You Heard of Giving Tuesday?

Are you familiar with Giving Tuesday? For many, the Thanksgiving Holiday season has become one big shopping extravaganza. Black Friday, Small Business Saturday, and Cyber Monday have become as traditional as Turkey, football, and the Macy’s Thanksgiving Day parade. Don’t get me wrong. I’m not disparaging this season of shopping; it’s fun, most of the shopping is for gifts, and it’s good for the economy. For example, I support Small Business Saturday.

It’s Not All Bad 

My point isn’t that Black Friday, Cyber Monday, and Small Business Saturday are bad. They’re not. But shouldn’t there be room for Giving Tuesday as well? After the annual holiday stampede to the brick-and-mortar retail store or the online provider, shouldn’t we all take a moment, a day, to share our gratitude by giving back? Is there a better way to show our thanks than by helping others?

What is Giving Tuesday?

Giving Tuesday began in 2012 as a response to the shopping frenzy the holiday of thanks has become. Founding sponsors Mashable, Skype, and Cisco enlisted other sponsors such as Microsoft and connected with charitable organizations to set the first Tuesday after Thanksgiving as a day of giving back.

How Big Is Giving Tuesday? 

“In just 24 hours, Giving Tuesday 2022 shattered previous revenue records. Donors in the United States alone gave $3.1 billion last year, a 15% increase over 2021. But financial contributions aren’t the only way people get involved. Giving Tuesday participants worldwide also volunteered, performed countless acts of kindness, and gave their voices, time, and goods.” — GivingTuesday 2022

How to Get Involved

It’s easy, give back. Support a local or national foundation with a donation—volunteer at a shelter or food bank. Offer pro bono help, whether it’s your professional expertise, a product you make, or a service you offer. Share your story and those of others on social media with #GivingTuesday.

The Giving Tuesday Website shares how to get involved for the individual as well as for organizations. As Giving Tuesday says, “Join the movement and give – on November 28 and every day – whether it’s some of your time, a donation, or the power of your voice in your local community.

It’s a simple idea: whether it’s making someone smile, helping a neighbor or stranger out, showing up for people we care about, or giving some of what we have to those who need our help, every act of generosity counts, and everyone has something to contribute toward building the better world we all want to live in.”

If you plan to donate financially to a charity of your choice, be sure to vet the organization before you donate. Here’s some good advice from my Friend Amber Foster Bouthot: Donate Your Dollars Wisely.

Photo by Tim Mossholder on Unsplash

 

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Save the Date Small Business Saturday 11/25/23

November 25th , 2023 will mark the 13th year of the American Express initiative Small Business Saturday. The single day has grown into a powerful movement with more people taking part than ever before.

“Founded by American Express in 2010 and officially cosponsored by SBA since 2011, Small Business Saturday has become an important part of small businesses’ busiest shopping season.” — SBA — Small Business Saturday

“American Express (NYSE: AXP) today released the results of its 2022 Small Business Saturday Consumer Insights Survey in which 72% of shoppers said Small Business Saturday makes them want to shop and dine at small, independently-owned retailers and restaurants all year long. Overall, Small Business Saturday drove an estimated $17.9 billion[1] based on projections from U.S. consumer reported spending, with more than two-thirds (72%) of shoppers strongly agreeing they will continue to Shop Small throughout the holiday season because of the impact it has on their local community.” — 2022 Small Business Saturday Consumer Insights Survey.

American Express Had Help

Small businesses across the nation volunteer to be neighborhood champions calling local small businesses and communities to action in support of the event. American Express supports these volunteers with event kits focused on:

Spearheading events to get folks involvedContacting local businesses to join in Small Business SaturdayRallying their community to shop localHow You Can Participate 

Shoppers 

Find participating small businesses in your area

Small Business Owners 

Get free Small Business Saturday marketing materials - including sample posters, and social media resources

Partner Organizations

Follow SBA on social media for all the latest updates on #ShopSmall

Why Shop Local?

American Express shares that, “52% of what is spent at small businesses stays in the community.” But it’s more than that, as the Small Business Administration explains.

“The 23 million small businesses in America account for 54% of all U.S. sales. Small businesses provide 55% of all jobs and 66% of all net new jobs since the 1970s.The 600,000 plus franchised small businesses in the U.S. account for 40% of all retail sales and provide jobs for some 8 million people. The small business sector in America occupies 30-50% of all commercial space, an estimated 20-34 billion square feet.”

How Consumers Can Help

First off, consumers can help by shopping locally not only on Small Business Saturday but year-round. Consumers can help promote Small Business Saturday through word of mouth and on social media with posts such as,  “I will #shopsmall for (favorite things) at (favorite store) to support my neighborhood.”

How Important is Small Business?

The impact small business has on communities goes beyond dollars and cents. When neighborhoods experience high unemployment, when youth are unable to find meaningful employment, when mothers and fathers struggle to provide for their children, everyone is affected. Small business may be the key to stabilizing our neighborhoods. Small businesses provide jobs, stability, and pride, they support local; shouldn’t we support them? #ShopSmall.

My Small Business

I like to help people and organizations, but I have three criteria I consider before taking an assignment – I believe in what the organization stands for, I know I can help, and it looks like fun. If you have any questions, Contact Me. 

So, does your business have a management training plan? Because, if not, many organizations, large and small, use my book, The New Manager’s Workbook a crash course in effective management, as the basis for their leadership development program. Check it out. It might help you stop putting off what you want to do.

Photo by Krisztina Papp on Unsplash

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Donate Your Dollars Wisely

Donate Your Dollars Wisely was written by my friend Amber Foster Bouthot several years ago as a guest post for a blog I managed. That post was taken down. However, when I recently looked at the content, I became convinced that her message and advice are as important today as it was then. Amber has moved on from her position at Cancer Services but took much from it.  

Donate Your Dollars Wisely

Since joining the team at Cancer Services of Northeast Indiana in Fort Wayne as the Director of Development & Marketing, I’ve been endlessly amazed by the generosity of individuals in my community. Thirty-seven percent of our total budget comes from individual donations; needless to say, we take our relationships with individual donors seriously. We want to make sure each one feels engaged and also confident we will be good stewards of their gift. We mean it when we say we could not do what we do without the support of our community, and we work hard to make sure those donations are put to good use.

Being a recipient of giving has afforded me an interesting perspective about philanthropy and has transformed me into an overly-diligent donor. Before joining Cancer Services, I donated to various organizations without much thought. Meaning, if you asked me for money, you were probably going to get it, at least a little. But now, because I see the effort Cancer Services puts forth to be responsible and accountable to each donor, I expect that of all organizations to which I give.

The current economic climate has affected the philanthropic environment, as well. Whereas I previously had more to give and therefore gave more freely, now I have to take a serious look at where each dollar in my budget goes. So, choosing a reputable and responsible non-profit organization is even more important. I hear this over and over from our donors, as well. They want their dollars to go farther and to make as big of an impact as they can. What organizations can help them achieve this?

How To Find Organizations that Match Your Passion 

Okay, I’ve digressed. My point is once you’ve identified your passion, whether it’s cancer, literacy, hunger, homelessness, you name it, there are tools you can use to match that passion with a reputable and responsible organization who will put your donation to good use, whether locally or nationally. Here are a few:

Guidestar.org — Provides a comprehensive non-profit directory, including a super convenient search feature. The directory includes Form 990, financial statements, annual reports, and other documents you can review to see exactly how the organization is funded and how it uses those funds. The website also provides a five-star rating system and the ability to read reviews posted by constituents of the organization.CharityNavigator.org — Helps you find a charity you can trust and includes a search feature so you can review important information about non-profit organizations. It also helps you identify your passion, matching it with an organization, along with an informative blog to assist you in better understanding philanthropy and how it can enrich your life.GiveWell.org — Provides ratings and research, along with a helpful blog.

If you can’t find sufficient information on these websites, I recommend you contact your local community foundation and other foundations for recommendations. Because these organizations are constantly reviewing applications for funding, they have their finger on the pulse of the non-profit community in your area. The Better Business Bureau is another place to connect with for recommendations.

Last but certainly not least, make an appointment to visit a prospective charity.

Photo by Markus Winkler on Unsplash

 

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Making Points With Your Boss

Is making points with your boss a game you should play? For several years, I’ve heard we should manage 360, meaning to manage peers, direct reports, and our bosses. Although this sentiment may have some merit, it can be destructive when used to manipulate others. If you want to influence others, the best approach might be to make it easier for them to work with you, whether it’s your associates, team, or boss. So, how are you doing at making points with your boss?

“Being the best we can be at work is largely a matter of successfully managing our relationships–including our relationship with the boss.” — Lolly Daskal Leadership — 7 Smart Ways to Effectively Manage Your Boss

Making Points With Your Boss

If you want to get the most out of your working relationship with your immediate supervisor, it starts with communication, which begins by understanding their communication preferences.

What’s the best time of day to check in with your boss?

How often does your boss want updates?

What information do they want?

How do they like to communicate?

EmailVerbal F2FTelephoneIn writing

Give Your Boss Your Full Attention 

When communicating with your boss don’t let yourself be distracted. Turn off your phone, stop working, and give them your full attention.

“We don’t give our full attention. Whether it’s an email, text, call, or face-to-face, our attention is nearly always divided. We’ve been sold the myth of multitasking and bought it lock, stock, and barrel. Not giving others our undivided attention isn’t multitasking—it’s rude.” — Why Communication in the Workplace Sucks

What Is Your Boss’s Management Style?

Next, try to understand your boss’s management style. How does your manager make decisions and share them with the team? What are your boss’s priorities? How does your manager manage?

Do they takes charge, controlling, and directing activitiesAre they laid back and relaxed — lets the team figure it outAre they a do-it-yourselfer — no one can do it as well as they canDo they seek input and delegates responsibility

I could list 20 management styles; most managers wouldn’t fit one category. They’d be a combination of styles. The best way to make it easier for your boss to work with you is to understand their management/leadership styles and when they use them.

If you do your best to influence those around you rather than attempting to control them, you have a better chance of sharing your points with a receptive audience. Learning how others prefer information makes it more digestible for them. If you want to “manage” others on your team, including your boss, learn their management tendencies and how they communicate. The best way to be heard is to make it easier for others to hear you.

How Can I Help You? 

I like to help people and organizations, but I have three criteria I consider before taking an assignment – I believe in what the organization stands for, I know I can help, and it looks like fun. If you have any questions, Contact Me. 

So, does your business have a management training plan? Because if not, many organizations, large and small, use my book, The New Manager’s Workbook, a crash course in effective management, as the basis for their leadership development program. Check it out. It might help you stop putting off what you want to do.

Photo by Gabrielle Henderson on Unsplash

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Why Onboarding Should Be Ongoing

Yes, onboarding should be ongoing because when it’s not, it’s forgotten. Onboarding is a trendy term with multiple meanings, but most people aren’t sure what it means. Let me clarify by sharing my definition. Simply put, it’s preparing a new hire for their position. Not all onboarding is equal. Yes, giving a new teammate a handbook is a form of onboarding, but it’s far too little if that’s where it ends.

I want to talk about expanding onboarding beyond the first day of employment. I’ll share some of what is essential on the first day, but I want to take it further; I want you to stop and consider your first day at your current position. Were you onboarded, was it comprehensive, and how much did you retain a week or a month later? Or were you asked to sign for a handbook and that was about it?  

Why Onboarding Should Be Ongoing

That’s my point. Whatever information you share during the onboarding process must be followed up and repeated. Most of us aren’t one meeting people. I need to hear, see, and do things several times before it sinks in. How about you?

The First Step

Prepare the employment candidate during the interview by sharing the positives of the position as well as the pitfalls. Talk about expectations, the company’s mission, and the candidate’s part in that mission, and leave the candidate with information about the company and the position.

Next, prepare for the employees’ first day on the job.

Put up a welcome sign on the front door or, better yet, on a digital screenHave their direct report meet them at the doorClean their work area, desk, and stock the workstation with supplies.Set up an email accountHave all tools, computers, software, etc. up and workingConduct orientation Go for a Walk 

Take the new hire on a tour, but do more than point out departments and introduce them to team leaders. Discuss how their position relates to and affects every department. 

Next, show them where to park, the copy machine and how it operates, the nearest restrooms, the cafeteria, and the breakroom. Any part of the workplace, from workout facilities to daycare, that the new hire might take advantage of, should be part of the first-day tour.

Get to Know Them

So, how do you get to know someone? To begin with, you ask them questions. You can begin to learn who they are, what they want, and how they think with a few questions. Here are some examples:

Ask them what motivates you. The first key to motivating anyone is to understand what motivates them, not what motivates you. Too often, well-intentioned leaders attempt to motivate their team with what works for the leader. What motivates the leader seldom motivates every individual on a team. And to complicate matters, people combine motivational factors.Ask how they learn. Too many trainers only teach how they learn, Too often, when a trainee does not grasp the information, we think less of them. Consider how to adjust your training to their learning style. Find out what their goals are. Where do they see themselves in one, three or, five years?Follow up by asking what questions they have about the company, department, or the job.Follow Up and then Follow Up Some More

There you have it; repeat all the above and everything else you do during the onboarding process. Follow up by checking how they’re adapting to new software, if their email is properly set up, and do they know how to use their equipment. Repeat orientation, take them on more tours, and survey them at one week, one month, and ninety days. When onboarding isn’t ongoing, it’s not on target. Want more? Read this, How To Improve Employee Training Retention. 

How Can I Help You? 

I like to help people and organizations, but I have three criteria I consider before taking an assignment – I believe in what the organization stands for, I know I can help, and it looks like fun. If you have any questions, Contact Me. 

So, does your business have a management training plan? Because if not, many organizations, large and small, use my book, The New Manager’s Workbook, a crash course in effective management, as the basis for their leadership development program. Check it out. It might help you stop putting off what you want to do.

 If you enjoyed this post, try 5 Surefire Ways to Retain New Employees.  

Image by Knowledge Train from Pixabay

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Should Humor Be Used in Marketing?

So, should humor be used in marketing? Yes, it should be used but be careful. Using humor in marketing can help a brand connect with an audience by showing a human side. You can use humor in marketing to grab attention, engage an audience, and create interest. However, it can also backfire when used inappropriately.

Should Humor Be Used in Marketing? 

“According to research conducted by Kantar, humor in advertising has been declining since roughly the year 2000, with far fewer ads categorized as “light-hearted” or “funny.” This decline only sharpened after the global recession of 2008. Another study from Oracle found that 90% of people were more likely to remember a brand’s ad if it was funny, while 48% said they didn’t feel they had a relationship with a brand unless it made them smile or laugh. As the old advertising adage goes, “If you can make someone laugh, you can sell them.” — Forbes Business Council — Being Funny Pays Off: Let’s Bring Humor Back To Advertising

We see examples of humor being used effectively in marketing daily, such as the Allstate Mayhem series, Jake from State Farm, and the Geico Gecko.

Danger Danger! 

However, some kinds of humor should be avoided in the marketplace, including offensive, tasteless, and poorly timed posts. An example of poorly timed humor in a marketing campaign was Burger King’s tweet on International Women’s Day – “Women belong in the kitchen.” Or the Dove TV commercial featuring an African American woman removing her top and suddenly transforming into a white woman.

“Be careful with controversial topics: Sometimes, it’s best to leave the potential edgy issues and language in the comedy clubs. While joking about such things may gain attention your brand-it may not be the type that your company executives are looking for.” — Bryan Kramer — The Power of Humor in Marketing

7 Ways to Use Humor in MarketingAlliteration always attracts audiencesExaggeration works 1000% of the timeSelf-deprecation—funny stories about mistakes you’ve madePersonification like the Geico GeckoSurprising your audiencePuns. I think I’m very punnyFunny comparisons

Have you used humor in marketing? If so ,what has worked or hasn’t worked for you and your brand?

More Humor

I have a humor category on my website that has successfully introduced people to my professional services. I’ve collected these pieces and a few others into one volume.

Writing I Think I’m Funny: and it gets me in trouble all the time has been a labor of love. Of the 47 stories in this book, more than 30 are true tales from my days on this planet. Most of those make it clear how my warped sense of humor gets me in trouble.

Image by Ryan McGuire from Pixabay

 

 

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