{"id":68452,"date":"2020-07-08T19:57:30","date_gmt":"2020-07-08T18:57:30","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=68452"},"modified":"2020-07-09T15:14:11","modified_gmt":"2020-07-09T14:14:11","slug":"czy-humor-w-marketingu-napedza-sprzedaz","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/pl\/business-marketing\/does-humour-in-marketing-drive-sales\/","title":{"rendered":"Czy humor w marketingu nap\u0119dza sprzeda\u017c?"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p>Humor w marketingu jest jak Marmite, ludzie albo go kochaj\u0105, albo nienawidz\u0105.<\/p>\n<p>Wymy\u015bl zabawn\u0105 kampani\u0119 marketingow\u0105, kt\u00f3ra \u0142askocze odbiorc\u00f3w, a mo\u017cesz zwi\u0119kszy\u0107 sprzeda\u017c i \u015bwiadomo\u015b\u0107. Je\u015bli nie trafisz w sedno, Twoi klienci mog\u0105 si\u0119 nie \u015bmia\u0107, widz\u0105c, \u017ce wyniki sprzeda\u017cy spadaj\u0105 tak samo, jak Tw\u00f3j \u017cart.<\/p>\n<p>Przygl\u0105damy si\u0119 psychologii reklamy i temu, jak humor mo\u017ce by\u0107 kluczem do konwersji docelowych klient\u00f3w. Do tego dorzucamy kilka przyk\u0142ad\u00f3w najlepszych marek, kt\u00f3re trafi\u0142y do domu ze swoimi humorystycznymi reklamami.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Wykorzystanie psychologii w reklamie<\/strong><\/h2>\n<p>Reklama jest pe\u0142na przekaz\u00f3w podprogowych. Pocz\u0105wszy od u\u017cytych kolor\u00f3w, a sko\u0144czywszy na brzmieniu reklamy.<\/p>\n<p>Oznacza to, \u017ce ka\u017cdy element strategii marketingowej wywo\u0142uje reakcj\u0119 u odbiorc\u00f3w. Jest to znane jako <strong>psychologia reklamy<\/strong>.<\/p>\n<p>Psychologia to nauka o umy\u015ble i ludzkiej naturze. Natomiast marketing to tworzenie relacji mi\u0119dzy klientami a produktami lub us\u0142ugami. Jest wi\u0119c naturalne, \u017ce te dwie dziedziny id\u0105 ze sob\u0105 w parze.<\/p>\n<h3><strong>Do jakich emocji odwo\u0142uj\u0105 si\u0119 reklamy?<\/strong><\/h3>\n<p>Marketerzy cz\u0119sto wykorzystuj\u0105 emocje do tworzenia wi\u0119zi z odbiorcami. Je\u015bli ich wysi\u0142ki s\u0105 skuteczne, zach\u0119ca to klient\u00f3w do zakupu marki i pozostania lojalnymi.<\/p>\n<p>Sze\u015b\u0107 podstawowych emocji wykorzystywanych przez reklamodawc\u00f3w to:<\/p>\n<ul>\n<li><strong>Szcz\u0119\u015bcie - <\/strong>Tutaj do gry wkracza humor. Wszystko, co sprawia, \u017ce publiczno\u015b\u0107 si\u0119 u\u015bmiecha, relaksuje i czuje si\u0119 dobrze, jest klasyfikowane jako szcz\u0119\u015bcie.<\/li>\n<li><strong>Strach - <\/strong>Uwa\u017cany za najsilniejsz\u0105 emocj\u0119, strach pozostaje w pami\u0119ci odbiorc\u00f3w. Jednak mo\u017ce to by\u0107 trudne, poniewa\u017c ludzie odczuwaj\u0105 strach na r\u00f3\u017cnych poziomach.<\/li>\n<li><strong>Gniew - <\/strong>Je\u015bli chcesz, aby Twoi odbiorcy dzia\u0142ali, z\u0142o\u015b\u0107 mo\u017ce odegra\u0107 wa\u017cn\u0105 rol\u0119. Kluczem jest r\u00f3wnowaga, poniewa\u017c zbyt du\u017co gniewu mo\u017ce mie\u0107 powa\u017cne konsekwencje.<\/li>\n<li><strong>Smutek - <\/strong>Aby wywo\u0142a\u0107 empati\u0119 w reklamie, warto u\u017cy\u0107 smutku. Mo\u017ce to by\u0107 szczeg\u00f3lnie skuteczne w przypadku du\u017cych kampanii okoliczno\u015bciowych, takich jak \u015bwi\u0105teczne reklamy Johna Lewisa.<\/li>\n<li><strong>Obrzydzenie - <\/strong>Sk\u0142onienie odbiorc\u00f3w do zastanowienia si\u0119 dwa razy nad ich obecnym stylem \u017cycia, szczeg\u00f3lnie w przypadku marek zwi\u0105zanych ze zdrowiem, mo\u017ce by\u0107 dobrym sposobem na sprzeda\u017c produktu jako \"rozwi\u0105zania\".<\/li>\n<li><strong>Niespodzianka - <\/strong>Emocja ta mo\u017ce by\u0107 wykorzystywana pozytywnie lub negatywnie, dlatego cz\u0119sto \u0142\u0105czy si\u0119 j\u0105 ze strachem lub szcz\u0119\u015bciem. To ostatnie stwarza \u015bwietn\u0105 okazj\u0119 do humoru.<\/li>\n<\/ul>\n<h3><strong>Jak\u0105 rol\u0119 odgrywaj\u0105 kolory w reklamie?<\/strong><\/h3>\n<p>Teoria kolor\u00f3w jest jednym z najwa\u017cniejszych czynnik\u00f3w w reklamie, maj\u0105cym du\u017cy wp\u0142yw na spos\u00f3b my\u015blenia odbiorcy. Ka\u017cdy kolor wywo\u0142uje reakcj\u0119 emocjonaln\u0105.<\/p>\n<p>Na przyk\u0142ad czerwony jest ciep\u0142ym kolorem, kt\u00f3ry mo\u017ce wywo\u0142ywa\u0107 pasj\u0119, z\u0142o\u015b\u0107 i si\u0142\u0119, w zale\u017cno\u015bci od tego, jak jest u\u017cywany. Tymczasem niebieski jest uwa\u017cany za ch\u0142odny, tworz\u0105c poczucie spokoju i pewno\u015bci siebie.<\/p>\n<p>Reklamodawcy starannie wybieraj\u0105 schemat kolor\u00f3w dla promocji drukowanych, cyfrowych lub wideo. Wynika to z faktu, \u017ce niew\u0142a\u015bciwy schemat kolor\u00f3w mo\u017ce wp\u0142yn\u0105\u0107 na spos\u00f3b, w jaki wiadomo\u015b\u0107 jest odczytywana emocjonalnie przez widza.<\/p>\n<p>Mo\u017cesz dowiedzie\u0107 si\u0119 wi\u0119cej o <a href=\"https:\/\/www.solopress.com\/blog\/pl\/projekt-artystyczny\/kolory-w-marketingu-drukowanym\/\">Znaczenie kolor\u00f3w w druku<\/a> i jak z nich korzysta\u0107 w naszym przewodniku.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Przyk\u0142ady humoru w reklamie<\/strong><\/h2>\n<p>Wypr\u00f3bowana i przetestowana metoda humoru w pomys\u0142ach reklamowych odnios\u0142a kilka znacz\u0105cych sukces\u00f3w dla marek na przestrzeni lat.<\/p>\n<p>Pomog\u0142o to firmom utrzyma\u0107 si\u0119 na rynku, zmieni\u0142o negatywne do\u015bwiadczenia klient\u00f3w w pozytywne i zapewni\u0142o firmom uznanie, na jakie zas\u0142uguj\u0105.<\/p>\n<p>Oto trzy marki, kt\u00f3re rozpocz\u0119\u0142y udane humorystyczne kampanie reklamowe.<\/p>\n<h3><strong>KFC - FCK<\/strong><\/h3>\n<p>Je\u015bli chcesz wiedzie\u0107, jak zmieni\u0107 katastrof\u0119 PR w udan\u0105 kampani\u0119, nie szukaj dalej ni\u017c KFC.<\/p>\n<p>W 2018 roku marka spotka\u0142a si\u0119 z du\u017cym sprzeciwem po tym, jak zabrak\u0142o jej zapas\u00f3w kurczaka, co spowodowa\u0142o zamkni\u0119cie ponad stu sklep\u00f3w.<\/p>\n<p>Ale zamiast chowa\u0107 si\u0119 w cieniu i czeka\u0107, a\u017c krytyka ucichnie, postawili na humor z przymru\u017ceniem oka.<\/p>\n<p>Firma wys\u0142a\u0142a o\u015bwiadczenie z przeprosinami w dw\u00f3ch krajowych gazetach, <a href=\"https:\/\/www.campaignlive.co.uk\/article\/plucky-pr-counters-chicken-fck-up\/1485750\">zmiana logo KFC na FCK<\/a>. Ten prosty rebranding zosta\u0142 nast\u0119pnie opublikowany na ich platformach medi\u00f3w spo\u0142eczno\u015bciowych i dotar\u0142 do prawie 8 milion\u00f3w os\u00f3b, z ponad 2 milionami udost\u0119pnie\u0144.<\/p>\n<p>Czasami szczero\u015b\u0107 jest najlepsz\u0105 polityk\u0105.<\/p>\n<h3><strong>Snickers - Nie jeste\u015b sob\u0105, gdy jeste\u015b g\u0142odny<\/strong><\/h3>\n<p>Snickers wyni\u00f3s\u0142 poparcie celebryt\u00f3w na zupe\u0142nie nowy poziom dzi\u0119ki serii reklam i reklam drukowanych - z komicznymi rezultatami.<\/p>\n<p>Dzi\u0119ki chwytliwemu has\u0142u \"Nie jeste\u015b sob\u0105, gdy jeste\u015b g\u0142odny\", w reklamach telewizyjnych Betty White zosta\u0142a pokonana, Mr Bean swobodnie biega\u0142, Joan Collins by\u0142a diw\u0105 w m\u0119skiej szatni, a Elton John wyst\u0105pi\u0142 w bitwie rapowej.<\/p>\n<p>Wykorzystali ten slogan r\u00f3wnie\u017c w swoich reklamach drukowanych i spo\u0142eczno\u015bciowych, z nieprawdziwymi cytatami z Gwiezdnych Wojen i Muhammada Ali.<\/p>\n<p>Te zabawne reklamy utrzymuj\u0105 mark\u0119 Snickers w centrum uwagi dzi\u0119ki skojarzeniom z wielkimi nazwiskami.<\/p>\n<div class=\"youtube-embed\" data-video_id=\"qIVDxL2lgN4\"><iframe loading=\"lazy\" title=\"Reklama telewizyjna Snickers Mr Bean - napisy\" width=\"696\" height=\"392\" src=\"https:\/\/www.youtube.com\/embed\/qIVDxL2lgN4?feature=oembed&#038;enablejsapi=1&#038;enablejsapi=1&#038;origin=https:\/\/www.solopress.com\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/div>\n<h3><strong>Marmite - kochaj lub nienawid\u017a<\/strong><\/h3>\n<p>Je\u015bli humor w marketingu jest jak Marmite, mo\u017cesz by\u0107 pewien, \u017ce Marmite wie, jak go sprzeda\u0107.<\/p>\n<p>Ich slogan \"kochaj albo nienawid\u017a\" jest u\u017cywany w ich marketingu od dziesi\u0119cioleci. Ale firmie wci\u0105\u017c udaje si\u0119 znale\u017a\u0107 nowe sposoby na wprowadzenie humoru i zabawy do swoich reklam.<\/p>\n<p>Od kontroli umys\u0142u, zmieniaj\u0105c nawet najsilniejszych nienawidz\u0105cych Marmite w mi\u0142o\u015bnik\u00f3w, po \"zaniedbanie Marmite\", satyryczn\u0105 misj\u0119 ratunkow\u0105 maj\u0105c\u0105 na celu uratowanie zapomnianych s\u0142oik\u00f3w Marmite - wykorzystali publiczne postrzeganie swojej marki.<\/p>\n<p>Rozpocz\u0119li nawet kampani\u0119 reklamow\u0105, aby sprawdzi\u0107, czy mi\u0142o\u015b\u0107 lub nienawi\u015b\u0107 do Marmite jest zwi\u0105zana z genami - bezcenny kawa\u0142ek zabawnej reklamy.<\/p>\n<h3><strong>Dollar Shave Club - Nasze ostrza s\u0105 zajebiste<\/strong><\/h3>\n<p>Zabawne kampanie reklamowe mog\u0105 naprawd\u0119 przebi\u0107 si\u0119 przez ha\u0142as i jest to co\u015b, o czym kalifornijska firma Dollar Shave Club wie co nieco.<\/p>\n<p>Wchodz\u0105c na rynek produkt\u00f3w do higieny osobistej w 2011 roku i konkuruj\u0105c z uznanymi markami, takimi jak Gillette, firma wiedzia\u0142a, \u017ce b\u0119dzie musia\u0142a zrobi\u0107 co\u015b innego, aby przyci\u0105gn\u0105\u0107 uwag\u0119 ludzi.<\/p>\n<p>Rezultatem by\u0142o genialne wideo z udzia\u0142em CEO Michaela Dublina, kt\u00f3re wygenerowa\u0142o 12 000 zam\u00f3wie\u0144 w ci\u0105gu dw\u00f3ch dni od premiery w 2012 roku i od tego czasu zosta\u0142o obejrzane ponad 26 milion\u00f3w razy na ca\u0142ym \u015bwiecie.<\/p>\n<div class=\"youtube-embed\" data-video_id=\"ZUG9qYTJMsI\"><iframe loading=\"lazy\" title=\"DollarShaveClub.com - Nasze ostrza s\u0105 zajebiste\" width=\"696\" height=\"392\" src=\"https:\/\/www.youtube.com\/embed\/ZUG9qYTJMsI?feature=oembed&#038;enablejsapi=1&#038;enablejsapi=1&#038;origin=https:\/\/www.solopress.com\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/div>\n<p>&nbsp;<\/p>\n<h2><strong>Jak zacz\u0105\u0107 wykorzystywa\u0107 humor w reklamie? <\/strong><\/h2>\n<p>Czy jeste\u015b <a href=\"https:\/\/www.solopress.com\/blog\/pl\/ulotki\/\">drukowanie ulotki<\/a> dla zam\u00f3wie\u0144 klient\u00f3w lub tworzenie <a href=\"https:\/\/www.solopress.com\/blog\/pl\/banery-rolowane\/\">baner rolowany<\/a> Wykorzystanie humoru w marketingu mo\u017ce sprawi\u0107, \u017ce reklama zapadnie w pami\u0119\u0107 i stanie si\u0119 czym\u015b, co ludzie pokochaj\u0105.<\/p>\n<p>Oto kilka zasad i zakaz\u00f3w, kt\u00f3re pomog\u0105 roz\u015bmieszy\u0107 klient\u00f3w:<\/p>\n<p><strong>Do:<\/strong><\/p>\n<ul>\n<li><strong>Pozosta\u0144 wierny swojej marce.<\/strong> Humor dla samego humoru nie stworzy po\u0142\u0105czenia mi\u0119dzy mark\u0105 a odbiorcami. Je\u015bli u\u017cywasz komedii, upewnij si\u0119, \u017ce rezonuje ona z g\u0142osem Twojej firmy.<\/li>\n<li><strong>U\u017cywaj humoru we wszystkich kana\u0142ach. <\/strong>Je\u015bli masz zabawny slogan lub obraz, u\u017cyj go we wszystkich kana\u0142ach marketingowych, aby zmaksymalizowa\u0107 liczb\u0119 os\u00f3b, kt\u00f3re go zobacz\u0105. Obejmuje to kana\u0142y spo\u0142eczno\u015bciowe, reklamy drukowane i telewizyjne.<\/li>\n<li><strong>Planuj z wyprzedzeniem, aby trafi\u0107 lub unikn\u0105\u0107 kluczowych wydarze\u0144.<\/strong> W zale\u017cno\u015bci od rodzaju prowadzonej dzia\u0142alno\u015bci, w kreatywnych kampaniach reklamowych mo\u017cna wykorzysta\u0107 sezonowe wydarzenia lub trendy.<\/li>\n<\/ul>\n<p><strong>Nie r\u00f3b tego:<\/strong><\/p>\n<ul>\n<li><strong>Postaraj si\u0119 przem\u00f3wi\u0107 do wszystkich. <\/strong>Ka\u017cdy ma swoje poczucie humoru. Twoja reklama nie sprawi, \u017ce ca\u0142y nar\u00f3d b\u0119dzie si\u0119 \u015bmia\u0142, ale je\u015bli uda Ci si\u0119 przynajmniej roz\u015bmieszy\u0107 docelowych odbiorc\u00f3w, mo\u017ce to zwi\u0119kszy\u0107 \u015bwiadomo\u015b\u0107 marki.<\/li>\n<li><strong>Nadu\u017cywanie aspektu komediowego. <\/strong>Je\u015bli musisz wskazywa\u0107, co jest zabawne w Twojej reklamie, prawdopodobnie nie jest. Sprytne i podprogowe reklamy z wi\u0119kszym prawdopodobie\u0144stwem wywo\u0142aj\u0105 u\u015bmiech na twarzach odbiorc\u00f3w.<\/li>\n<li><strong>U\u017cywanie niedelikatnego lub nieprofesjonalnego humoru. <\/strong>Chocia\u017c humor mo\u017ce by\u0107 skuteczny, je\u015bli zostanie u\u017cyty nieprawid\u0142owo, mo\u017ce stworzy\u0107 negatywny obraz Twojej marki. Unikaj temat\u00f3w, kt\u00f3re mog\u0105 zosta\u0107 uznane za nieodpowiednie.<\/li>\n<\/ul>\n<p>Masz zabawny pomys\u0142 marketingowy na kolejn\u0105 kampani\u0119 i chcesz go zapisa\u0107 na papierze? Nasz <a href=\"https:\/\/www.solopress.com\/blog\/pl\/plakaty\/\">druk plakat\u00f3w<\/a> Zasi\u0119g jest idealnym miejscem do rozpocz\u0119cia promocji.<\/p>","protected":false},"excerpt":{"rendered":"<p>Humour in marketing is like Marmite, people either love it or hate it. Come up with a funny marketing campaign that tickles your audience and you can boost sales and awareness. Miss the mark, and your customers may not be laughing \u2013 seeing your sales figures falling as flat as your joke. We\u2019re looking at [&hellip;]<\/p>\n","protected":false},"author":134,"featured_media":68464,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547],"tags":[],"class_list":{"0":"post-68452","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Does Humour In Marketing Drive Sales? | Solopress UK<\/title>\n<meta name=\"description\" content=\"Humour in advertising has been around for decades, but does it actually help drive sales? Discover how to use advertising psychology in your next campaign.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.solopress.com\/blog\/pl\/marketing-biznesowy\/czy-humor-w-marketingu-napedza-sprzedaz\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Does Humour In Marketing Drive Sales? | Solopress UK\" \/>\n<meta property=\"og:description\" content=\"Humour in advertising has been around for decades, but does it actually help drive sales? 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