In my previous post I talked about how “humor,” in a marketing context, is more about making people feel good than making them laugh.
“Humor” includes good humor– making people feel welcome.
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It’s a way to stand out from competitors and make yourself memorable.
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It also makes people put down their shields long enough to hear you out and see what you’ve got to offer.
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In the previous post I included 6 examples of businesses using humor to market themselves. Most of these involved local businesses and were drawn from my own experience.
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Here are 9 more examples.
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1. Alas, The Muffler Man is gone, but he’s not forgotten. He used to stand outside a service station in Marlborough, NH. An 8-foot metal sculpture made from old mufflers and pipes. He had one arm raised in a friendly greeting.
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If you needed a new muffler, you couldn’t help but think of The Muffler Man. He was a testament to skill, inventiveness, and friendly service.
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2. I’m from Upstate New York, and I love driving old and scenic Route 20 when I go back to visit family. One of my favorite stops is the Duanesburg Diner in Duanesburg, NY. A big long counter, booths, tables, and great food.
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You’ll see a bunch of snapshots taped above the counter. People with cups of coffee in their hands, and big smiles on their faces. They’re the regulars, and the diner celebrates them.
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Those photos say great things about the diner and their loyal customers. I always smile when I see them.
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3. I always enjoy Richard Shotton‘s tweets and articles. His specialty is applying behavioral science to marketing. He recently shared this old print ad which made me roar with laughter.
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The restaurant, located in Elgin, IL, closed back in the 90’s. It was housed in a beautiful historic mansion with a very interesting history.
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4. The Savings Bank of Walpole is our local community bank in the southwest corner of New Hampshire. (Full disclosure: I’m a happy customer.)
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SBW has a Customer Appreciation Day every summer. They set up tents in their parking lot and fire up grills. Anyone can stop by and get a free hot dog.
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It’s a simple thing, but people love it. Bank employees aren’t people in suits sitting in offices. They’re out wearing baseball caps and t-shirts. They’re part of the community.
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Starting with Dragon Lord (1982), Chan has attached a blooper reel (outtakes) to all his films (they play during the credits at the end).
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The outtakes include stunts that went wrong. Some very funny stuff, and his fans love him for it.
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The outtakes have become an expected part of any Jackie Chan movie. They’ve become part of his brand.
6. Nick’s Restaurant in West Swanzey, NH, was quite a legend in its time (sadly, it closed in 2019). You’d be a legend, too, if you had an enormous crab covering your entire roof. There’s a lot to be said for humor that’s purely visual.
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If you’re thinking Nick’s specialized in seafood, you’re correct. We get a lot of leaf-peepers here in New Hampshire in the fall. I’d be willing to bet that crab pulled in a lot of first-time diners who did a double-take.
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My thanks to Bill Owens for this wonderful photo.
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The original participants included my all-time favorite bookstore, Homestead Books in Marlborough, NH. The owner, Rob Kenney (now retired), offered free coffee and donuts for all four days of the sale. It’s hard to imagine a more delightful welcome for any book lover.
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8. Permit me a small nostalgia trip: I bought a lot of bubble gum when I was a kid. Most of it was Bazooka Bubble Gum. Why? Because each piece came with a little comic strip inside the waxy, red, white and blue wrapper. You even got a fortune and a cheap merchandise offer! The jokes were corny, but I always looked forward to them, no matter how bad they were.
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The comics were discontinued back in 2013, and Bazooka fans were not pleased. The company wisely decided to bring them back. My only complaint: the “new” comics are reprints, i.e., reruns, of old strips. (Reruns always seem like a creative step backwards to me.)
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Here are a couple of the original strips.
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