A simple idea and some humor may be all that you need.
March 30, 2015
By Ken Gasque
Sometimes a simple idea is more effective and engaging than a collection of ideas that try to communicate all of the features and benefits of your service. The problem with the simple idea is not the idea but the client’s resistance to it. They feel that it’s just too simple to work. It doesn’t tell all about their product’s benefits. Often a simple idea is humorous and they feel their problem demands a serious solution because their business is serious. They are afraid to have some fun at their own expense. But we love people who have a sense of humor and who don’t take themselves too seriously. The same is true for products and services…especially serious products and services.
I am awed by Threadless, a company that produces humorous and cool tee shirts. Two students started Threadless in 2000 with an idea and $1000. Today they have 80 employees and sales in the millions. Ideas for a tee shirt are submitted and voted on by the Threadless community (community is defined as people who frequent their website). The winners receive a cash prize and have their tee shirt design printed and sold by Threadless. Threadless retains the profits. I mention tee shirts because of the immense popularity tee shirts have with people of all ages, especially if the message on the shirt is humorous.
One of my favorite promotions featured a tee shirt that said, “Flocked, Feathered & Flamingoed.” It is a story about a client who did take an agency’s advice and went with a very simple campaign. The client was Cheeseburger in Paradise, a restaurant chain named after the Jimmy Buffet song.
Cheeseburger in Paradise was launching a new product called the Pink Flamingo Margarita. They wanted a promotion that was effective but also fun. As you have probably guessed, the first thing that came to mind was the obvious—how to use a pink flamingo lawn ornament. They named their pink flamingo lawn ornament Molly and used it as the focal point for the Get Flocked campaign. The campaign was build around a photo contest featuring Molly in unique places and situations. Cheeseburger in Paradise set up displays of pink flamingo photos in their lobbies to give customers ideas and to spark their imagination. They also filled their lobbies with pink flamingos for customers to take out with them to shoot their photos. When the customers brought Molly back they received a gift coupon and a code to allow them to post their creative work on the Cheeseburger in Paradise website. Some customers took Molly on vacation with them as far away as China. Others had Molly tattooed, dressed up and put on display. When the ten-week contest ended there were over a thousand photo entries. The winning entry was a photo of Molly in a feather boa and sunglasses in front of the Flamingo Casino in Las Vegas.
The Get Flocked promotion generated national media coverage including TV, business journals, daily newspapers and national magazines. More than 180 articles were written and 262 million online impressions were generated.
Did it help sales? The 34 restaurants in the Cheeseburger in Paradise chain sold 28,453 Pink Flamingo Margaritas during the 10-week period, which resulted in $210,000 in incremental sales.
The Get Flocked promotion was a simple idea that caught people’s attention, challenged their creativity and let them express their sense of humor. The customers were eager to participate and Cheeseburger in Paradise was successful at building their brand and generating sales.
Creativity doesn’t cost more, yet makes the advertising, word-of-month, and social media much more effective. Can you use something as simple as a tee shirt to help spread your message? How can you have fun with your service or product and your customer? Are you willing to risk it? No product or service is too serious. I have heard some very humorous stories in church and at funerals.
Advertise… it pays. Creative advertising pays better… much better.
About Ken Gasque
Ken Gasque is a brand image-maker, marketing planner and designer. Ken works with small companies and Fortune 500 companies who recognize the need to differentiate their products and services to stand out in a cluttered market. Ken is a highly visual, outside-the-box-thinker on advertising, branding and marketing—his work reflects his belief that “We buy with our eyes.” Ken writes and lectures on brands, design, images and brand development. www.Gasque.com
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