The case for humor in economic development marketing
Economic development marketing is hard. Unfortunately, it looks like things are only going to get harder.
As we bounce out of COVID's grip, there's already talk of labor shortages. People are on the move (here's a fun graph from WSJ breaking down the largest pockets of US migration), and the pace of economic activity and economic development is nearly at pre-pandemic levels.
Throw in new-found freedoms brought on by the immense rise in remote work and companies re-thinking their need to be tied to traditional megacities, and it's looking like competition will only get hotter over the coming months as the global economy re-adjusts to our new world.
How can regions stand out in this environment? You might think the best way is to lead with facts: rankings, corporate tax rates, cost of doing business, etc. And you're not necessarily wrong. But I've become convinced that a massive opportunity for FDI and economic development marketers is hiding in plain sight.
I'm talking about the power of humor. Especially the self-deprecating kind. Especially the kind that confronts stereotypes head-on and unapologetically.
This is serious business. The livelihoods of whole communities often hang in the balance when companies decide to relocate or expand. Getting these things right matters, and I'm not suggesting for a moment that regions shouldn't take the responsibilities they have seriously.
What I am suggesting is that regions tend to get lost in the crowd when all they talk about are corporate tax rates or get caught up in business buzzwords. They won't grab attention or generate buzz the way humor will, and in the game of FDI and economic development, those first impressions matter more than ever.
Here are some examples of regions who have taken the brave step of incorporating a bit of fun into their marketing.
Invest in Bavaria: More than Bier und Lederhosen
What I love: Admit it, seeing data represented as beer mugs or pretzels is far more memorable than an infographic. Even if the same data is represented than a more "traditional" FDI ad unit, this is undoubtedly more fun.
Iowa Economic Development: Hawkeye Real Estate
What I love: Anyone who's lived in an expensive metro can relate to these price-gouged New Yorkers. But the big reveal that these dreamy homes are in Iowa forces them (and us) to ask the question: what stereotypes do I hold of regions like Iowa that are keeping them out of mind?
Invest in Estonia: "Oh hi! Remember us?"
What I Love: Retargeting is creepy. Even when it's reminding me to finish something I fully intend to go through with, it's still weird. Playfully calling this out and encouraging an active next step is hilarious and brilliant. Add in a website full of personality and light-hearted truth ("We're not the Silicon Valley of Europe. We're the Estonia of Europe - and that's fine by us"), and it's a powerful combination.
Oklahoma Department of Commerce: Meet the Big F*cking Field
What I Love: Tulsa's Big Fucking Field first came to life in the battle of Austin vs. Tulsa for the Tesla Cybertruck factory. But like all great franchise characters, despite Tesla ultimately choosing Austin, the BFF lives on, complete with "revenge bod" and a renewed outlook on life. It's now recruiting automotive manufacturers and drivers to help re-imagine the cars of the future.
I'm not suggesting that every global region needs to write ad copy that reads like it came out of Cards Against Humanity. But if it's only going to be harder to compete for attention, regions can't overlook any chance to gain an advantage.
After all: that Bavaria video is approaching 1M views on YouTube, and Elon Musk ACTUALLY VISITED TULSA last summer after seeing the social media presense for the BFF.
As we all get back to the business of life as we knew it pre-COVID, I encourage regions to not take themselves so seriously. Showcase your personality. Lean into what makes your region the butt of jokes. EDOs and IPAs can be serious about driving progress and growth for their regions while still having a bit of fun at their own expense. I'm convinced that serious rewards await this kind of courage.
What did I miss? What are some of your favorite economic development campaigns that effectively use humor?
Economic Development | Communications | Project Management | Marketing Strategies |
3 年The objective is to stand out from the crowd. ED marketing is one crowded marketplace! Humor is absolutely one way to grab attention for your community. Just look at the TV commercials. Which ones are the most memorable? The funny ones. But the trick is not to be so funny that the audience does not recall the product(community) being promoted. “Be authentic” by accentuate a stereotype or some commonly know fact so that the connection to your community is maintained throughout the marketing efforts.
Marketing Communications Executive | Digital Content Creator + Strategist | Passionate About People + Place Marketing
3 年Hilarious - and 100% agree
Fractional CMO | Brand & Marketing Strategist | Founder Grimm Media + Relly | Speaker
3 年Kristin Goodale and Jennifer Springer
Manager, Digital Marketing at Invest in Canada
3 年Fantastically written article and agree, Andrew!
Andrew, I love this and could not agree more! There's been a few times after I presented at ec dev conferences when people have come up to me and breathlessly thanked me for "making this topic fun," AKA not flipping through spreadsheets of data in a monotone voice. The funny thing is economic development is, at its heart, about people, and people are vibrant and quirky and weird and complex and hilarious. Our industry can and should be too. There are a few major untapped opportunities in ec dev marketing that will instantly set a place apart, and joy, laughter, and silliness are very high on the list. Thanks for this!