HUMOR IN MARKETING SCORECARD

Below, you’ll find the Humor in Marketing SCORECARD, number three of the three main resources from the book.

• Humor in Marketing SCORECARD

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Use this scorecard to measure the effectiveness of your humorous marketing campaigns and optimize for long-term success.

1. Engagement Metrics

What to Track:

• Social Media:
  • Likes
  • Shares
  • Comments
  • Views
• Video Performance:
  • Total views
  • Average watch time
  • Completion rate

Why It Matters:

High engagement suggests that the humor resonates with your audience. Use these metrics to gauge interest and virality.

2. Conversion Rates

What to Track:

• Sales & Leads: Track any increase in sales or leads during and after the campaign.
• Click-Through Rates (CTR): Monitor how effectively your Call to Actions (CTAs) drive traffic.

Why It Matters:

Conversion rates indicate whether your humor translates into tangible actions like purchases or sign-ups.

3. Brand Awareness & Recall

What to Track:

• Surveys & Polls: Conduct pre- and post-campaign surveys to measure brand recall.
• Brand Mentions: Use tools to track increases in mentions across social media, forums, and blogs.

Why It Matters:

Stronger brand recall and awareness show that your campaign leaves a lasting impression.

4. Website Analytics

What to Track:

• Traffic: Measure increases in visitors to your website during the campaign.
• Behavior Flow:
  • Time spent on site
  • Bounce rates

Why It Matters:

Website metrics reveal how your humorous ads drive curiosity and sustain audience interest.

5. Customer Feedback

What to Track:

• Reviews & Testimonials: Collect feedback related to the campaign’s humor.
• Focus Groups: Test audience reactions to refine future campaigns.

Why It Matters:

Direct feedback uncovers the strengths and weaknesses of your humor, providing actionable insights.

6. Competitive Analysis

What to Track:

• Benchmarking: Compare your campaign metrics with competitors.
• Market Share: Monitor changes in market share tied to your campaign timeline.

Why It Matters:

Understanding your competitive standing highlights the success of your humor strategy in the broader market.

7. Sentiment Analysis

What to Track:

• Social Listening Tools: Use platforms like Brandwatch or Hootsuite to monitor the tone of conversations around your brand.
• Content Analysis: Review comments and feedback for positive and humorous responses.

Why It Matters:

Positive sentiment reinforces the effectiveness of humor in enhancing your brand’s image.

8. Ad Performance Metrics

What to Track:

• Cost Per Click (CPC)
• Cost Per Acquisition (CPA)
• Return on Investment (ROI)

Why It Matters:

Lower CPC and CPA, paired with higher ROI, demonstrate a cost-effective and impactful campaign.

Example Process for Application:

1. Launch Campaign: Deploy the humorous campaign across social media, email, and video platforms.
2. Track Engagement: Use analytics tools to monitor likes, shares, comments, and views.
3. Monitor Website Traffic: Identify spikes in site visits and track behavior flow.
4. Collect Feedback: Conduct surveys, focus groups, and collect reviews to analyze campaign impact.
5. Analyze Sales Data: Measure pre-, during-, and post-campaign sales performance.
6. Refine: Use insights to tweak humor strategies and improve future campaigns.

Key Takeaway:

Metrics are your compass, but relationships are your ultimate goal. Focus on building lasting connections with your audience while using this scorecard to refine and optimize your humor-driven campaigns. When done right, humor not only entertains but also converts and retains loyal customers.