According to a recent study, the most humorous ads may not be the most effective way to promote your grand opening.
If you have decided television is an efficient tactic to promote your new store’s grand opening then it is time for your team to brainstorm your creative concept. You have 15 or 30 seconds to tell your story and motivate viewers to become customers. Creating a humorous commercial may get people talking about your ad, but if it’s not done well, you may compromise information and effectiveness.
Humor vs. Effectiveness
According to a study conducted by Ace Metrix, ads with humor aren’t always those with the highest effectiveness or the most product information.
For example, the campaign “The Weather Doesn’t Matter With A Subaru” was considered humorous but, according to the panel, lacked enough information about the product to be effective.
In contrast, the completely non-humorous “Sensor Turned Voice & Movement To Magic” for Microsoft’s Kinect Xbox system was perceived as highly effective and informative.
Finally, the “Misunderstanding” commercial for the Chevrolet Cruze was the right mix of humor and information to effectively communicate the car’s fuel efficiency.
The “scorecard” below for all three commercials illustrates that effectiveness isn’t necessarily dependent on humor.
Funny commercials get more attention and are well liked by consumers, but don’t necessarily increase purchase intent. The study actually found some evidence that funny commercials were slightly less likely to increase desire or purchase intent among consumers.
Selling vs. Entertaining
The key to creating an effective commercial that sells is found in the study of the psychology of consumer behavior. Understand why customers buy what they buy and why they buy it when they buy it. In almost every case you will find an emotional reason at the center that has been wrapped with logic. In other words, the logical thought justifies the purchase desire, which is always emotional.
Therefore understanding your target audience’s emotional reasons for a purchase should be goal number one for your new store. An effective message and tone for your new store’s grand opening spot should fall right out of the emotions behind the purchase intent.
If you are working with a limited advertising budget, humor might not be your best bet. It’s really hard to say though, because as I see it, “funny” is a continuum that goes from a “hint of a smile” all the way up to “guffaw.” I think a commercial that makes you smile can be effective. If it can make you cry, too…all the better.
Click here for more information on the Ace Metrix Is Funny Enough study.