{"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":"umorul-in-marketing-stimuleaza-vanzarile","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/ro\/business-marketing\/does-humour-in-marketing-drive-sales\/","title":{"rendered":"Umorul \u00een marketing stimuleaz\u0103 v\u00e2nz\u0103rile?"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p>Umorul \u00een marketing este ca Marmite, oamenii fie \u00eel iubesc, fie \u00eel ur\u0103sc.<\/p>\n<p>Inventa\u021bi o campanie de marketing amuzant\u0103 care s\u0103 v\u0103 g\u00e2dil\u0103 publicul \u0219i pute\u021bi stimula v\u00e2nz\u0103rile \u0219i gradul de con\u0219tientizare. Dac\u0103 nu reu\u0219i\u021bi, clien\u021bii dvs. s-ar putea s\u0103 nu mai r\u00e2d\u0103, v\u0103z\u00e2nd c\u0103 cifrele de v\u00e2nz\u0103ri sunt la fel de plate ca \u0219i gluma dvs.<\/p>\n<p>Ne uit\u0103m la psihologia publicit\u0103\u021bii \u0219i la modul \u00een care umorul ar putea fi cheia convertirii clien\u021bilor \u021bint\u0103. \u00cen plus, v\u0103 oferim c\u00e2teva exemple de la m\u0103rci de top care au dat lovitura cu reclamele lor pline de umor.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Utilizarea psihologiei \u00een publicitate<\/strong><\/h2>\n<p>Publicitatea este plin\u0103 de mesaje subliminale. De la culorile folosite, p\u00e2n\u0103 la formularea anun\u021bului.<\/p>\n<p>Aceasta \u00eenseamn\u0103 c\u0103 fiecare element al strategiei de marketing creeaz\u0103 un r\u0103spuns \u00een r\u00e2ndul publicului dumneavoastr\u0103. Acest lucru este cunoscut sub numele de <strong>psihologia publicit\u0103\u021bii<\/strong>.<\/p>\n<p>Psihologia este studiul min\u021bii \u0219i al naturii umane. \u00cen timp ce marketingul este actul de a crea rela\u021bii \u00eentre clien\u021bi \u0219i produsele sau serviciile dumneavoastr\u0103. A\u0219adar, este firesc ca cele dou\u0103 s\u0103 mearg\u0103 m\u00e2n\u0103 \u00een m\u00e2n\u0103.<\/p>\n<h3><strong>La ce emo\u021bii apeleaz\u0103 reclamele?<\/strong><\/h3>\n<p>Speciali\u0219tii \u00een marketing se folosesc adesea de emo\u021bii pentru a crea o conexiune cu publicul lor. \u00cen cazul \u00een care eforturile lor sunt de succes, acest lucru \u00eencurajeaz\u0103 clien\u021bii s\u0103 cumpere o marc\u0103 \u0219i s\u0103 r\u0103m\u00e2n\u0103 loiali.<\/p>\n<p>Cele \u0219ase emo\u021bii de baz\u0103 pe care le folosesc agen\u021bii de publicitate sunt:<\/p>\n<ul>\n<li><strong>Fericire - <\/strong>aici intervine umorul. Orice lucru care face ca publicul s\u0103 z\u00e2mbeasc\u0103, s\u0103 se relaxeze \u0219i s\u0103 se simt\u0103 bine este considerat fericire.<\/li>\n<li><strong>Frica - <\/strong>considerat\u0103 a fi cea mai puternic\u0103 emo\u021bie, frica r\u0103m\u00e2ne \u00een mintea audien\u021bei dumneavoastr\u0103. Cu toate acestea, poate fi dificil de ob\u021binut, deoarece oamenii resimt frica la niveluri diferite.<\/li>\n<li><strong>M\u00e2nia - <\/strong>dac\u0103 dori\u021bi ca publicul s\u0103 ac\u021bioneze, furia poate juca un rol important. Echilibrul este esen\u021bial, deoarece prea mult\u0103 furie poate avea consecin\u021be grave.<\/li>\n<li><strong>Triste\u021be - <\/strong>pentru a crea empatie \u00een anun\u021bul dvs., poate dori\u021bi s\u0103 folosi\u021bi triste\u021bea. Poate fi deosebit de eficient\u0103 pentru campaniile cu ocazii mari, g\u00e2ndi\u021bi-v\u0103 la reclamele de Cr\u0103ciun ale lui John Lewis.<\/li>\n<li><strong>Dezgust - <\/strong>a face publicul s\u0103 se g\u00e2ndeasc\u0103 de dou\u0103 ori la stilul lor de via\u021b\u0103 actual, \u00een special \u00een cazul m\u0103rcilor de s\u0103n\u0103tate, poate fi o modalitate bun\u0103 de a vinde un produs ca \"solu\u021bie\".<\/li>\n<li><strong>Surpriz\u0103 - <\/strong>aceast\u0103 emo\u021bie poate fi folosit\u0103 \u00een sens pozitiv sau negativ, a\u0219a c\u0103 este adesea combinat\u0103 cu frica sau fericirea. Aceasta din urm\u0103 creeaz\u0103 o mare oportunitate pentru umor.<\/li>\n<\/ul>\n<h3><strong>Ce rol joac\u0103 culorile \u00een publicitate?<\/strong><\/h3>\n<p>Teoria culorilor este unul dintre cei mai importan\u021bi factori \u00een publicitate, av\u00e2nd un impact mare asupra mentalit\u0103\u021bii privitorului. Fiecare culoare creeaz\u0103 un r\u0103spuns emo\u021bional.<\/p>\n<p>De exemplu, ro\u0219ul este o culoare cald\u0103 care poate evoca pasiune, furie \u0219i putere, \u00een func\u021bie de modul \u00een care este folosit\u0103. \u00centre timp, albastrul este considerat rece, cre\u00e2nd un sentiment de calm \u0219i \u00eencredere.<\/p>\n<p>Agen\u021bii de publicitate \u00ee\u0219i vor alege cu grij\u0103 schema de culori pentru promo\u021biile tip\u0103rite, digitale sau video. Asta pentru c\u0103 o schem\u0103 de culori incorect\u0103 poate afecta modul \u00een care un mesaj este citit, din punct de vedere emo\u021bional, de c\u0103tre privitor.<\/p>\n<p>Pute\u021bi descoperi mai multe despre <a href=\"https:\/\/www.solopress.com\/blog\/ro\/design-de-arta\/culorile-in-marketingul-tiparit\/\">importan\u021ba culorilor \u00een tipar<\/a> \u0219i cum s\u0103 le folosi\u021bi \u00een ghidul nostru.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Exemple de umor \u00een publicitate<\/strong><\/h2>\n<p>Metoda \u00eencercat\u0103 \u0219i testat\u0103 a umorului \u00een ideile publicitare a avut c\u00e2teva succese majore pentru m\u0103rci de-a lungul anilor.<\/p>\n<p>A ajutat companiile s\u0103 r\u0103m\u00e2n\u0103 relevante pe pia\u021b\u0103, a transformat experien\u021bele negative ale clien\u021bilor \u00een experien\u021be pozitive \u0219i a oferit \u00eentreprinderilor recunoa\u0219terea pe care o merit\u0103.<\/p>\n<p>Iat\u0103 trei m\u0103rci care au lansat campanii publicitare umoristice de succes.<\/p>\n<h3><strong>KFC - FCK<\/strong><\/h3>\n<p>Dac\u0103 vre\u021bi s\u0103 \u0219ti\u021bi cum s\u0103 transforma\u021bi un dezastru de PR \u00eentr-o campanie de succes, nu c\u0103uta\u021bi mai departe de KFC.<\/p>\n<p>\u00cen 2018, brandul s-a confruntat cu reac\u021bii negative majore dup\u0103 ce rezervele de pui s-au scumpit - ceea ce i-a determinat s\u0103 \u00eenchid\u0103 peste o sut\u0103 de magazine.<\/p>\n<p>Dar, \u00een loc s\u0103 se ascund\u0103 \u00een umbr\u0103 \u0219i s\u0103 a\u0219tepte ca criticile s\u0103 dispar\u0103, au recurs la un umor ironic.<\/p>\n<p>Compania a trimis o declara\u021bie de scuze \u00een dou\u0103 ziare na\u021bionale, <a href=\"https:\/\/www.campaignlive.co.uk\/article\/plucky-pr-counters-chicken-fck-up\/1485750\">schimbarea logo-ului KFC \u00een FCK<\/a>. Acest rebranding simplu a fost apoi publicat pe platformele lor de socializare \u0219i a ajuns la aproape 8 milioane de persoane, cu peste 2 milioane de distribuiri.<\/p>\n<p>Uneori, sinceritatea este cea mai bun\u0103 politic\u0103.<\/p>\n<h3><strong>Snickers - Nu e\u0219ti tu \u00eensu\u021bi c\u00e2nd \u021bi-e foame<\/strong><\/h3>\n<p>Snickers au dus sus\u021binerea celebrit\u0103\u021bilor la un nou nivel cu seria de reclame \u0219i anun\u021buri tip\u0103rite - cu rezultate comice.<\/p>\n<p>Cu sloganul molipsitor \"Nu e\u0219ti tu \u00eensu\u021bi c\u00e2nd \u021bi-e foame\", \u00een reclamele televizate s-a v\u0103zut Betty White fiind abordat\u0103, Mr Bean alerg\u00e2nd liber, Joan Collins fiind o div\u0103 \u00een vestiarul b\u0103rba\u021bilor \u0219i Elton John particip\u00e2nd la o b\u0103t\u0103lie rap.<\/p>\n<p>De asemenea, acest slogan a fost preluat \u0219i \u00een reclamele lor tip\u0103rite \u0219i sociale, cu citate incorecte din personaje precum Star Wars \u0219i Muhammad Ali.<\/p>\n<p>Aceste reclame amuzante au men\u021binut marca Snickers \u00een centrul aten\u021biei, datorit\u0103 asocierilor cu nume mari.<\/p>\n<div class=\"youtube-embed\" data-video_id=\"qIVDxL2lgN4\"><iframe loading=\"lazy\" title=\"Reclama TV Snickers Mr Bean - Subtitrat\" 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 - Iube\u0219te-l sau ur\u0103\u0219te-l<\/strong><\/h3>\n<p>Dac\u0103 umorul \u00een marketing este ca Marmite, pute\u021bi fi siguri c\u0103 Marmite \u0219tie cum s\u0103 \u00eel v\u00e2nd\u0103.<\/p>\n<p>Sloganul lor \"love it or hate it\" (iube\u0219te-l sau ur\u0103\u0219te-l) a fost folosit \u00een marketingul lor timp de decenii. Dar compania reu\u0219e\u0219te \u00een continuare s\u0103 g\u0103seasc\u0103 noi modalit\u0103\u021bi de a aduce umor \u0219i distrac\u021bie \u00een reclamele lor.<\/p>\n<p>De la controlul min\u021bii, transform\u00e2ndu-i chiar \u0219i pe cei care ur\u0103sc Marmite \u00een iubitori, p\u00e2n\u0103 la \"Marmite neglect\", pentru o misiune satiric\u0103 de salvare a borcanelor uitate de Marmite - au capitalizat pe baza percep\u021biei publice a m\u0103rcii lor.<\/p>\n<p>Au lansat chiar \u0219i o campanie publicitar\u0103 pentru a vedea dac\u0103 iubirea sau ur\u00e2tul Marmite are leg\u0103tur\u0103 cu genele tale - o pies\u0103 de publicitate amuzant\u0103 \u0219i nepre\u021buit\u0103.<\/p>\n<h3><strong>Dollar Shave Club - Lamele noastre sunt al naibii de grozave<\/strong><\/h3>\n<p>Campaniile publicitare amuzante pot fi foarte eficiente, iar Dollar Shave Club, compania californian\u0103 produc\u0103toare de aparate de ras, \u0219tie foarte bine acest lucru.<\/p>\n<p>Intr\u00e2nd pe pia\u021ba produselor de \u00eengrijire personal\u0103 \u00een 2011 \u0219i concur\u00e2nd cu m\u0103rci consacrate precum Gillette, au \u0219tiut c\u0103 vor trebui s\u0103 fac\u0103 ceva diferit pentru a atrage aten\u021bia oamenilor.<\/p>\n<p>Rezultatul a fost un videoclip str\u0103lucitor, cu Michael Dublin, CEO, care a generat 12.000 de comenzi \u00een dou\u0103 zile de la lansarea sa \u00een 2012 \u0219i care a fost vizionat de peste 26 de milioane de ori \u00een \u00eentreaga lume.<\/p>\n<div class=\"youtube-embed\" data-video_id=\"ZUG9qYTJMsI\"><iframe loading=\"lazy\" title=\"DollarShaveClub.com - Lamele noastre sunt F***ing Great\" 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>Cum po\u021bi \u00eencepe s\u0103 folose\u0219ti umorul \u00een publicitatea ta <\/strong><\/h2>\n<p>Fie c\u0103 sunte\u021bi <a href=\"https:\/\/www.solopress.com\/blog\/ro\/pliante-pliante\/\">tip\u0103rirea unui pliant<\/a> pentru comenzile clien\u021bilor dumneavoastr\u0103 sau crearea unui <a href=\"https:\/\/www.solopress.com\/blog\/ro\/bannere-cu-role\/\">banner cu role<\/a> pentru un eveniment, utilizarea umorului \u00een marketingul dumneavoastr\u0103 poate ajuta ca reclama s\u0103 devin\u0103 mai memorabil\u0103 \u0219i s\u0103 fie apreciat\u0103 de oameni.<\/p>\n<p>Iat\u0103 c\u00e2teva lucruri pe care trebuie s\u0103 le face\u021bi \u0219i s\u0103 nu le face\u021bi pentru a v\u0103 face clien\u021bii s\u0103 r\u00e2d\u0103:<\/p>\n<p><strong>F\u0103:<\/strong><\/p>\n<ul>\n<li><strong>R\u0103m\u00e2i fidel brandului t\u0103u.<\/strong> Umorul de dragul umorului nu va crea acea conexiune \u00eentre marc\u0103 \u0219i public. Dac\u0103 folosi\u021bi comedia, asigura\u021bi-v\u0103 c\u0103 aceasta rezoneaz\u0103 cu vocea companiei dumneavoastr\u0103.<\/li>\n<li><strong>Folosi\u021bi umorul pe toate canalele dvs. <\/strong>Dac\u0103 ave\u021bi un slogan sau o imagine amuzant\u0103, folosi\u021bi-o pe toate canalele de marketing pentru a maximiza num\u0103rul de persoane care o vor vedea. Aceasta include canalele sociale, reclamele tip\u0103rite \u0219i cele TV.<\/li>\n<li><strong>Planifica\u021bi din timp pentru a atinge sau evita evenimentele cheie.<\/strong> \u00cen func\u021bie de tipul dvs. de afacere, este posibil s\u0103 pute\u021bi profita de evenimentele sezoniere sau de tendin\u021bele sezoniere \u00een campaniile dvs. publicitare creative.<\/li>\n<\/ul>\n<p><strong>Nu o face:<\/strong><\/p>\n<ul>\n<li><strong>\u00cencerca\u021bi s\u0103 v\u0103 adresa\u021bi tuturor. <\/strong>Fiecare are propriul sim\u021b al umorului. Anun\u021bul dvs. nu va face s\u0103 r\u00e2d\u0103 \u00eentreaga na\u021biune, dar dac\u0103 reu\u0219i\u021bi m\u0103car s\u0103 face\u021bi publicul \u021bint\u0103 s\u0103 r\u00e2d\u0103, pute\u021bi cre\u0219te notorietatea m\u0103rcii.<\/li>\n<li><strong>Abuza\u021bi de aspectul comic. <\/strong>Dac\u0103 trebuie s\u0103 subliniezi ce este amuzant \u00een anun\u021bul t\u0103u, sunt \u0219anse mari s\u0103 nu fie amuzant. Anun\u021burile inteligente \u0219i subliminale au mai multe \u0219anse de a v\u0103 face publicul s\u0103 z\u00e2mbeasc\u0103.<\/li>\n<li><strong>Folosi\u021bi un umor insensibil sau neprofesionist. <\/strong>\u00cen timp ce umorul poate fi eficient, dac\u0103 este folosit incorect, poate crea o imagine negativ\u0103 a m\u0103rcii dumneavoastr\u0103. Evita\u021bi temele care pot fi considerate nepotrivite.<\/li>\n<\/ul>\n<p>Ai o idee de marketing amuzant\u0103 pentru urm\u0103toarea ta campanie \u0219i vrei s\u0103 o pui pe h\u00e2rtie? Site-ul nostru <a href=\"https:\/\/www.solopress.com\/blog\/ro\/afise\/\">tip\u0103rirea de afi\u0219e<\/a> este locul perfect pentru a \u00eencepe s\u0103 o promova\u021bi.<\/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 v27.2 - 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? 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Discover how to use advertising psychology in your next campaign.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.solopress.com\/blog\/ro\/marketing-de-afaceri\/umorul-in-marketing-stimuleaza-vanzarile\/\" \/>\n<meta property=\"og:site_name\" content=\"The Latest Print and Design News | Solopress\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Solopress\" \/>\n<meta property=\"article:published_time\" content=\"2020-07-08T18:57:30+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-07-09T14:14:11+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2020\/07\/people-laughing-at-advert.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"900\" \/>\n\t<meta property=\"og:image:height\" content=\"665\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Danny Powell\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@solopress\" \/>\n<meta name=\"twitter:site\" content=\"@solopress\" \/>\n<meta name=\"twitter:label1\" content=\"Scris de\" \/>\n\t<meta name=\"twitter:data1\" content=\"Danny Powell\" \/>\n\t<meta name=\"twitter:label2\" content=\"Timp estimat pentru citire\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.solopress.com\/blog\/business-marketing\/does-humour-in-marketing-drive-sales\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/business-marketing\/does-humour-in-marketing-drive-sales\/\"},\"author\":{\"name\":\"Danny Powell\",\"@id\":\"https:\/\/www.solopress.com\/blog\/#\/schema\/person\/0937555a256c22f94400f4b7e2329c09\"},\"headline\":\"Does humour in marketing drive sales?\",\"datePublished\":\"2020-07-08T18:57:30+00:00\",\"dateModified\":\"2020-07-09T14:14:11+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/business-marketing\/does-humour-in-marketing-drive-sales\/\"},\"wordCount\":1290,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/business-marketing\/does-humour-in-marketing-drive-sales\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2020\/07\/people-laughing-at-advert.jpg\",\"articleSection\":[\"Business &amp; Marketing\"],\"inLanguage\":\"ro-RO\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.solopress.com\/blog\/business-marketing\/does-humour-in-marketing-drive-sales\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.solopress.com\/blog\/business-marketing\/does-humour-in-marketing-drive-sales\/\",\"url\":\"https:\/\/www.solopress.com\/blog\/business-marketing\/does-humour-in-marketing-drive-sales\/\",\"name\":\"Does Humour In Marketing Drive Sales? | Solopress UK\",\"isPartOf\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/business-marketing\/does-humour-in-marketing-drive-sales\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/business-marketing\/does-humour-in-marketing-drive-sales\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2020\/07\/people-laughing-at-advert.jpg\",\"datePublished\":\"2020-07-08T18:57:30+00:00\",\"dateModified\":\"2020-07-09T14:14:11+00:00\",\"description\":\"Humour in advertising has been around for decades, but does it actually help drive sales? 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