What the ‘No Toilet Paper Song’ Teaches Marketers
“Sometimes, you need a song for when you run out of toilet paper,” says Rhett McLaughlin, one of the hosts of “Good Mythical Morning,” seen here on YouTube.
“Let’s talk about that,” says co-host Link Neal.
Cue the show theme song and a chicken whose belch is fire, which contains the title.
On Friday morning, this video held the No. 1 spot on Google Trends in the U.S. YouTube category. Published on Thursday, the “No Toilet Paper Song” had 672,155 views as of 3:45 p.m. on Friday.
Here’s the advice marketers can use from this video:
- Find Something Consumers Care About, Then Create Content Around It. It’s not like McLaughlin and Neal found the potty humor by themselves. They crowdsourced it. A viewer sent in the idea via a hashtag, #SongForWhen. But more on hashtags later. As for potty humor, it seems the Internet will come find even the most respected brands, such as Coca Cola, so marketers might as well own it. For instance, the soda marketer’s new ad campaign, a GIF maker, resulted in this meme:
“The lesson here is to never let the Internet customize anything, because you’ll always end up with a poop joke,” according to Digiday on Wednesday.
- Shoppers Pick Mean Cashiers With Glasses. Consumers do make snap judgments based on appearances. Tim Ash, CEO of SiteTuners, says consumers decide what they think of a brand within microseconds of clicking onto its site. In the TP video, Neal uses eyewear to decide whom the smartest, most competent cashier will be and advises his audience to do likewise. “Choose a cashier with glasses, because they’re good at scanning,” he says. Also, pick a meanie rather than a smiler to avoid small talk and get out of the store quickly.
- Consumers Judge Brands by Their Customers. Keep a good clientele, but determine what “good” means to the consumers marketers would like to attract. McLaughlin says he gets in a grocery store line that has clearly unhealthy people, because pale, sweaty people are buying pre-packaged food and not produce, which needs to be identified and weighed and, therefore, slows down his checkout. Are consumers looking for convenience? Quality? Cachet?
- When Times Are Tough, Look for Unsold Inventory That’s Taking Up Warehouse Space. In the video, the duo find half-full Gatorade bottles under the bed. [Author’s note: Considering the innuendo in this particular skit, I’m guessing Gatorade isn’t a show sponsor.]
To Hold Consumers’ Attention, Make Them Wait for the Payoff. This is a calculated risk, but McLaughlin and Neal apparently made it pay off for their nearly 12-minute video. They promised the “No Toilet Paper Song” and didn’t start singing it until 7:47 into the video. “I’m gonna let it dryyyyy/Air it out in the breeeeze.” [Author’s note: Guys can be gross.]
- Create Multiple Opportunities for Conversion. This is where the hashtags, channels and calls to action come in. McLaughlin and Neal crowdsource show ideas with hashtags, including #SongForWhen and #GMMWheel, which is a game involving a spin of the “Good Mythical More Wheel of Mythicality.” An example of a CTA from the “Internetainers” is in the video description: “Get the GMM Coffee Mug! http://bit.ly/GMM_Mug.” [Author’s note: Sadly, the mug lacks a chicken likeness.] And finally, there’s not enough room here to show how many channels and social networks the two offer their fans. But among them are: Their YouTube channel, iTunes (a podcast), SoundCloud (a podcast), and social networks Facebook, Twitter, Tumblr, Instagram and Google+.
What do marketers think of this advice?
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