DM Humor Draws Laughs, Response

Share this content:
NEW YORK--To direct marketing professionals who decry the use of humor in business-to-business campaigns, Stu Heinecke replies with a cartoon that generated a 100 percent response rate. Ticor Title Insurance sent out 1,300 greeting cards with Heinecke's personalized "Fly on the Wall" cartoon that led to 1,300 appointments for its sales force.


Heinecke has indulged his dual passions for marketing and cartooning with his comic strip, which is syndicated on the Web and used in marketing applications for his company, Stu Heinecke Creative Services, Seattle. In addition to the Ticor example, personalized cartoons can be used as an incentive to an offer (get a free cartoon with purchase) in direct mail or e-mail. An e-mailer sends a cartoon Web page electronically that can be re-personalized and sent along to additional recipients.


Licensed, established humor like the Three Stooges or other comic strips are another direction for BTB marketers, said Heinecke and Russell Kern in their DMDNY session "Humor in Creativity: A Winning Combination" on June 2. Kern, president of Kern Direct Marketing, said humor works because it captures your attention, relieves the tension of selling and enables customers to see situations in a new way. By making people laugh, marketers demonstrate understanding, concern and empathy for their customers.


But Kern warned marketers not to use humor to overshadow the offer or to compensate for a poor offer. Humor is intended to get the customer's attention, the merchandising of the offer must do the rest.
close

Next Article in Agency

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above