Humor is a wonderful way to connect with customers and clients. Getting a laugh or a smile out of someone is a great way to break down barriers. In terms of a printed postcard campaign, you dramatically increase your chances of customers recalling your brand if they’ve laughed or even snickered a bit over something they got in the mail with your logo on it.
But if you’re like me and don’t trust your ability to pull out a universally funny concept, then you could probably use some guidance. Not to worry. There are lots of great ways to make funny postcards, even if you wouldn’t know a good joke if it got forwarded to you from Aunt Patilda. So follow along and let’s see if we can build a humorous postcard campaign that’s sure to get some attention.
Clarify the Message
Before you do anything else, it’s critical that you know exactly what information you are trying to get across to the recipients. If you succeed in getting them to laugh but fail to drive sales or responses, then you’re going to waste a lot of time and money. So establish the message first and foremost. You can build the rest of the design around this message.
Nail Down the Timing
One of the more important guiding facts you’re going to need to know is when this campaign is planned to be shipped. A Christmas postcard campaign will certainly have a completely different tone than that of a campaign sent in August. So be sure you are aware of the approximate or exact plan for the ship date.
You may also need to know about a specific event that the postcards will be advertising, which is date sensitive. Again, the event may very well dictate the entire tone of the postcard design.
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Identify Your Target Audience
If you haven’t already, very clearly identify your target audience. Different kinds of people like different kinds of humor. What one group can relate to and laugh about may be completely unfamiliar to another. Try running a Bill Cosby reference by a modern teenager and watch them stare at you and text their friends about about how weird you are. WTH?!
Take some time to pursue through your own social network feed looking for funny images that have gone viral. Go to Pinterest and find funny pictures. You can even do a Google search for funny memes and sort by date, looking through some of the most recent images.
Save your research in a single folder so you can at-a-glance review your findings and identify themes. You might find that an animal meme might be perfect after seeing just how wildly popular those can be.
Establish Your Voice
Once you know the message, timing, audience, and you’ve identified some relevant trends, you can start to craft the voice of your humorous postcards. This is where you can really start having fun with some messages that connect.
Consider getting other staff and friends involved. You may find that with the right creative direction from your above efforts that your peer group does the rest. But don’t settle for the first idea that gets you laughing. Come up with as many good ideas as you can and test them. See which get the best results and which is most appropriate for your audience.
Define the Brand
Lastly, make sure that your brand is well represented. You should always have your logo in view on your postcards – front or back of the design. Make it easy for people to find your contact information, too. If at all possible, integrate your brand’s colors and fonts into the design to tie the visual elements of your brand into the postcard.
Being funny doesn’t have to be intimidating, but it does take some time to develop a quality campaign if you’re not wired to be automatically humorous. But it’s worth the effort to engage your audience and connect with them on a deeper level through humor. So get out there, put on your thinking cap, and GIT-R-DONE!
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