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This document discusses using humor and playfulness in marketing inspired by a person's inner child. It suggests taking popular products and placing them in unexpected contexts, times, or situations to create humor and disruption. Status shifts and role reversals are also proposed, such as having customers explain or run a company, to find new perspectives. Exaggeration, contrast, and playing like a 7-year old can help marketing go to unexpected places. The document promotes thinking differently to stay human-centered in marketing.

All rights reserved 2015. Klotz-Guest 1
MarketingInspired
by YourInnerKid
BATMAN
&
HOTWHEELS:
Kathy Klotz-Guest

All rights reserved 2015. Klotz-Guest 2
SPONSORED BY
YOUR
INNER
CHILD

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Mash-Ups!

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Humor is Human and Pattern Disruption Deivce
Source: Pen Waggener, CC 2.0keepingithuman

Exaggeration
Contrast
Status Shifts
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Go to Unexpected Places
keepingithuman
SAFEIS THE NEW RISKY

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Comedy Is Truth on Steroids
Source: Andrew Magill
1
keepingithuman

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Source: gratisography.com
keepingithuman

Smart Phone:
Put to Other Uses
All rights reserved 2015. Klotz-Guest 8keepingithuman

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‘Yes, and: You don’t have to marry the idea.
Just take it out for a few drinks.’
@kathyklotzguest
keepingithuman

opposite, unexpected situations,
incongruities
All rights reserved 2015. Klotz-Guest 10
Source: Michael Russell, CC 2.0
Contrast2
keepingithuman

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Fish
Out of
Water
Take Your Company’s Main Product
Put It In A Different Time Period
What would people do with it?
keepingithuman
Take one minute

Status Shift / Role Reversal
All rights reserved 2015. Klotz-Guest 12
3
keepingithuman
Screen capture “Girl in a Country Song”

Your Turn
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Storytelling: Create a status shift or role reversal
with your customers, employees and /or executives
keepingithuman
Have customers or kids explain your product in their words
Have customers run your company. What would they build?
Have executives switch places with customers or employees

Exaggeration | Contrast | Status
Play Like a 7-yr-old!
Go to Unexpected Places
All rights reserved 2015. Klotz-Guest 14keepingithuman

Q&A
All rights reserved 2015. Klotz-Guest 15
I have finally become the adult
my inner child would
approve of.
Play like your inner child
depends on it.
www.keepingithuman.com ©2015
keepingithuman

Thank You!
Kathy Klotz-Guest MA, MBA
Storyteller
Marketer
Comic Improviser
kathy@keepingithuman.com
@kathyklotzguest
408.578.8040
All rights reserved 2015. Klotz-Guest
keepingithuman

A marketing storyteller and improviser, Kathy Klotz-Guest, MA, MBA, is the founder of Keeping it Human, Inc., whose mission is to help organizations turn complex, “jargonstipating” marketing-speak into fun and compelling stories that customers and employees act on. She has worked with diverse organizations including Autodesk, C4Media, Cisco, Kaiser Permanente, and United Way Silicon Valley. Her work has been featured in Marketing Profs, Social Media Today, Marketing Power, Customer Think, and the Convince and Convert blog. She has spoken on humor and storytelling in marketing at places such as UC Berkeley, Stanford University, The Applied Improvisation Network World Conference, and The American Marketing Association. An improviser, stand-up and sketch nerd, Kathy trained in improvisational comedy at ComedySportz, BATS, and on Bay Area stand-up stages for almost 20 years. When she tried to explain the differences among sketch, stand-up, and improvisation, her grandma quipped, “That’s nice, dear.” Kathy realized that was ‘older-person speak’ for “I don’t give a crap.” It also explains why her 6 yr old remains her favorite audience. Kathy has Masters Degrees from Stanford University and Berkeley, and all of her teeth

Planning - Pitch with focus group

krigul

War on happiness

Ciceron

A presentation originally given as a luncheon keynote to the Minnesota Magazine & Publishing Association on the case for long-term content. As I presented, I realized that I was really making a case as to why our war for people's attention also coincides with people's pursuit of happiness. Use of technology and social networks in particular often usurps time from our pursuits of activities to provide us true happiness. Finding a balance between technology and happiness pursuits is one of our great modern challenges.

Marketer's Panel: Connecting with the Always-On ConsumeriMedia Connection

Zeitgeist filmsjamesoconnell96

It's Always Fair Weather

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Presentation4

emashi1

It's hard to constantly come up with new ideas for content marketing that are fresh. Using principles from improv comedy, marketers can think differently about how to generate creative, awesome content marketing ideas. Consistently. It's a hell of a lot of fun, too. This is my presentation from the Content Marketing Conference (May 2016). To find out more, visit http://www.keepingithuman.com. Follow me at @kathyklotzguest

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