4 Tips for Effective Absurdist Marketing:
Do your homework. Absurdist marketing isn’t a creative free-for-all; the rules of content marketing still apply. Effectively injecting humor into your campaigns still requires a deep understanding of your audience, the platform where your content will live, and your ultimate goal. Once you’ve dissected the core of what drives audience engagement, your creative team can start to create new and unexpected ways of shifting how people see and engage with your brand.
Be authentic. We’ve talked about the importance of cultivating an authentic brand in the past, but it’s especially critical when you dabble in the absurd. Today’s empowered customer is driven to purchase products and services from companies they perceive as authentic – and one poorly conceived, tone-deaf attempt at humor from an outsider can send your target market running in the opposite direction.
Go with the flow. Ask any comedian and they’ll tell you how subjective humor can be. What works in San Francisco may not fly in Atlanta. Absurdity can be unpredictable, but don’t overthink or second guess your campaign too much. Develop a loose response strategy (e.g. how comedians prepare a few zingers for hecklers), but be prepared to take things as they come and adjust your strategy as needed.
Don’t take yourself too seriously. Creatively speaking, the internet has opened a lot of doors to try new things and target niche audience segments – and that can be polarizing. Sometimes people love what you’re doing, sometimes they just don’t “get it.” And you know what? That’s OK. Emotion is one of the strongest connections in the brain to help your brand stand out. Nobody wants a potential customer to unsubscribe, but sometimes that saves time for the customers who are true champions for your brand.