Make ‘Cute’ Work in Marketing
I tried not to give in, but the cuteness overwhelmed me. Yesterday was #NationalPuppyDay, and it was the No. 1 trend in my Twitter feed. You may wonder why there’s an adorable kitten staring at you instead of a tiny canine, so I’ll begin explaining “cute marketing” right now.
“People share cute,” says Sarah Burke, writing for Spokal. “You want people to share you[r] content.”
So, yeah, there’s that.
But how do marketers get consumers to share their content and what’s more, care about what they’re selling? Here’s how:
Make the Cuteness Relevant
Pet-related businesses have no problem with this one. Burke says babies work, too, but this post is mainly about puppy- and kitten-based marketing.
— Daymond John (@TheSharkDaymond) March 23, 2016
Celebrity helps with this marketing effort. Daymond John, founder of FUBU, star of the ABC’s “Shark Tank,” and founder of the Shark Branding consultancy, touts what are basically puppy power bars, "Fueling All Dog Kind!"
Animals tap emotions and memories, so what can consumers associate with your business? You may think HVAC can’t be cute, but check this out:
“Different animals hold strong associations with different environments,” Burke says in her year-old post. “Warm = Parrots and Koalas. Cold = Penguins and Polar Bears.”
Enter the penguin for real estate company Arihant Superstructures. Note the white interior, which also brings to mind “cold.”
This “cold” mindset may be especially appealing to Arihant’s target audience in Mumbai, considering the temperatures there on Wednesday.
“For many people, simply seeing images of friendly dogs evokes warm feelings and in turn makes the advertisement more memorable,” writes Kim T. Gordon in 2010 for Entrepreneur. “And ad recall is crucial to a high response rate, since an ad has to be both seen and remembered to produce the desired result.”
Perhaps that’s why Penheel Marketing tweeted the link on #NationalPuppyDay.
— Penheel Marketing (@penheel) March 23, 2016
There's also the option of not making it obviously promotional. (The cuteness is strong in this one. Does it give you a warm fuzzy feeling about marketing automation?)
— SimplyCast (@simplycast) March 23, 2016
Or not being promotional at all.
What do marketers think?
Please respond in the comments section below.
Related story: Baby, Puppy Ads Aid More Than Impulse Buys