Using Humor to Market and Sell the Zadro Programmable UV Sanitizing Wand
There are several unique forms of humor, all of which can be used appropriately in different contexts to provoke amusement. Humor is the aspiration of amusing using various types of expressions. There are different ways of amusing the audience, such as using sarcasm, irony, and narrative jokes (Bompar et al., 2018). Using humor to sell the Zadro programmable UV sanitizing wand to Target for resale to its customers will involve demonstrating how interesting it is to use the sanitizing wand and package the information to provoke amusement in the minds of the retailer’s management and its customers.
Researches have shown that humor positively impacts an individual’s physical and physiological well-being (Djambaska et al., 2016). The positive image created by humor can be related to the trust created by the excellent feeling humor generates in an individual. Humor reduces the stress levels in an individual, this further reduces anxiety, and the customer can perceive less risk in their purchase. When humor causes reduced risk feelings, consumers ultimately make positive purchasing decisions that they would not make in typical situations (Koneska et al., 2017). Consumer perceived risk significantly influences purchasing decisions.
From a psychological perspective, humor can create a strong bond between Zadro and its customers through Target. Target is an established retail store, which indicates it enjoys great trust from its customers. Zadro can exploit the brand name created by Target and apply humor to create an attachment between the customers and the programmable sanitizing wand. Zadro can use humor as a marketing communication tool to establish a strong market position (Djambaska et al., 2016). It is interesting to use the sanitizing wand to kill germs. Germs are almost everywhere, and there are fulfillment and amusement created in killing them by just waving a scanner over a surface.
Humor is subjective, and no one approach can be universally humorous. Several factors affect the perception of what is intended to amuse, such as education level, gender, social groups, and culture. It is upon Zadro to profile the intended customer segment before applying humor as a marketing communication approach to create a successful marketing strategy. Target has a diverse customer audience, and therefore, Zadro must consider that fact and design a marketing approach that will appeal to the mass audience. Conducting market research will allow Zadro to understand when and why the target customers purchase the sanitizing wand (Djambaska et al., 2016). Although Target has a diverse customer audience, there should be some commonalities within these customers. If Zadro can establish the common aspect between Target, the sanitizing wand, and the customers, humor as a marketing communication tool is likely to succeed.
Companies intending to apply humor successfully in their marketing campaigns have to adapt their marketing strategies for different markets. Every market such as Target has segments, in every segment, there are different customer trends and preferences, and in every trend, there are the main drivers. The possibilities are many, and the company must be strategic to succeed in the marketing campaigns. If Zadro can apply humor effectively, it may prove to be a differentiation tactic that will create a secure connection with the customers, leading to significant sales of the Zadro programmable sanitizing wand.
References
Bompar, L., Lunardo, R., & Saintives, C. (2018). The effects of humor usage by salespersons: the roles of humor type and business sector. Journal of Business & Industrial Marketing.
Djambaska, A., Petrovska, I., & Bundalevska, E. (2016). Is humor advertising always effective? Parameters for the effective use of humor in advertising. Journal of Management Research, 8(1), 1-19.
Koneska, L., Teofilovska, J., & Dimitrieska, S. (2017). Humor in Advertising. European Journal of Economics and Business Studies, 3(2), 116-123.