Marketing Madness: Part 3—Beware of Entertainment as a Strategy


People increasingly want to be entertained as part of their communication fare. While there’s a place for this, we caution companies about heading too far down this road unless entertainment is their core business.
This is particularly true in businesses and services that are seen as serious, dignified and honorable. When we look for a doctor, we don’t want him/her to treat our situation as light or humorous. Competence and humor can be at opposite ends of the spectrum.
While today’s consumer may crave entertaining messages, companies need to think twice before stepping into this realm. It’s possible that lots of clicks and shares of a humorous video can actually be a bad thing, telling the wrong story about your company.