Fun - The Most Underutilized Corporate Weapon

As corporates – we spend almost a month of the year attending events, watching webinars and hearing briefings/pitches about new ideas & technology.

Despite me having a good memory – I really struggle to think of something that has been memorable enough to stand out from the crowd.

The content is often repeated. The same topics are beaten to death. The speakers are mostly the same people - who generally subtly promote the product that they, their friends or the sponsor are pushing.

Modern marketers are missing one vital ingredient. Fun.

Given that the audience may retain less than 4% of the content and go on to implement even less; the goal for modern marketers is to strengthen brand equity and differentiate from other products in the market. There is no better way to create a good impression than to create fun and enjoyment.

Just like people buy from people they like, they more often buy from brands they like.

Fun is extremely difficult to create in a corporate environment, that is what makes it all the more valuable. Let me explain further.

Corporate content is often very stale and dry – due to the intellectual demands of the material.

Brands also stay away from being too relaxed in the delivery of their message; with fears of being considered unprofessional top of mind.

Furthermore, the audience – preoccupied with daily tasks via connected devices; are often highly disengaged upon hearing any idea. Whether it be using a computer in the boardroom to using a mobile phone during an event – it is simply too hard to create interest.

Fun disarms. When people enjoy themselves and have a laugh – they open themselves up to hearing more; creating a pivotal opportunity to land home key messages.

Fun excites. When enjoyment is at its peak, the positive emotions generated often cause an individual to further anticipate subsequent interactions with a brand or person.

Fun is memorable. Key messages are more likely to land in association with positive experiences.

Fun unites. People often enjoy themselves by proxy when other people do. If people engaging with your materials show positive emotion – this is likely to spread and cause all the participants to be more conscious of your message.

Therefore as much as it sounds strange – focusing on making your customer engagements fun is a key activity that is immensely undervalued. Given the common constraints highlighted above; competitors are extremely unlikely to have this dynamic in their approach, giving you a clear strategical advantage.

How do we makes things fun?

The key is balance.

Make sure you explore humor in your content. On webinars – show a clip of something amusing that relates to the topic. At events, feature a speaker with a comedic story which relates to your message. During pitches, make sure you incorporate a joke or two – usually about the competition or a gentle remark on company culture can be a good trick.

Fun should not be underestimated and is a clear differentiator in a very monotonous modern environment.

Use it or lose it.

Originally published on WolfofYorkStreet.com