I have been intrigued with “Have you ever cleaned an alpaca?” a commercial from Stanley Steamer. The two cleaning guys are in the truck and one is explaining how exciting it is to clean up after an Alpaca. It is cute, funny and definitely different. I went to Youtube to view the video and look at the comments. The comments are interesting, what they say is , “I want and Alpaca, they’re so cute.” So much for Stanley Steamer, the cleaning company being cute.
It would be interesting for the franchise people to ask their customers how they came into the store. Was it a friend’s recommendation or a past experience with the company. They may have seen the commercial but seeing the commercial might not be connected to their coming into the store. How many commercials have you seen, and liked, but didn’t drive you to the store or buy the product?
Maybe it would have been more relevant if they went to the local Humane Society and put their products in the animal cages or used their product to clean the cages. It would mean something to me and thousands of pet owners. As my friend Godzilla said, if you have an Alpaca in your house you have more problems than most of us that won’t be solved by either cleaning or special carpet. It would have hit home and many of us would have gone to the shelter to adopt some pets. This is another important connection to the customer.
Another commercial similar to this was when Mohawk Carpet went to the Birmingham Zoo and featured Ricko the Black Rhinoceros as the featured mess maker to see if SmartStrand carpet with built-in stain resistance would do its job. Included in this was a Save the Rhino pairing with the Birmingham Zoo. This can be watched at
Remember “where’s the beef?” Did it change your mind about Burger King.
Both are darling commercials, bringing in the customer through their love of animals as well as their carpet and carpet cleaning concerns. Differentiation is what businesses need to build a competitive advantage but not all differentiation is considered a competitive advantage. When you have a competitive advantage it’s easy to build Red Hot Customer Service.
How do you know? You may not but you should try by asking your customers.
Ask customers about your commercial, in their mind how does it connect with their problems? Most customers probably don’t have Rhinoceros or Alpaca stains. Does the customer get the part that both of these products will solve their most difficult problems? Does the customer think they have stains as awesome as the Alpaca? Do they think this is over kill? Do they think they need a product that will prevent staining like Ricko or do they find all of these stains disgusting?
There is a commercial for Schweppes that was a take off on the old James Bond movies. this commercial starred John Cleese. It was slapstick funny, didn’t seem to fit with Schweppes and wound up on the cutting floor. Maybe too funny or just too stupid. Frankly I didn’t really get it but love John Cleese.
Fun will sell if you use it to lighten up your customer and still use it to reinforce your important message and the promise to your customer.
It should be funny but not too funny so the customer forgets what you’re selling–and so do you.
Funny is a way to produce emotion in your customer and emotion is one way to build rapport. Humor is a grand way to build a connection with your customer but if it’s so funny that you can’t connect it with your product or don’t connect it’s a problem.
Suggestion: use humor it to add a light moment for your customer rather than an out-of-this-world funny. Save the funny for the comedians.
The key to funny, the commercial should make the product unforgettable and make the customer want to buy it.