The Canned Laughter of Marketing
Prior to the 1950s television sitcoms were filmed in front live audiences; this enhanced the performance of the actors and it also acted as a queue to when something funny was happening to viewers at home. However, a live studio audience came with many complications so a clever individual eventually created the ‘laugh track’. Here are a couple examples of the laugh track at work,
Stars Wars laugh track added: can’t help but laugh at some point
Big Bang Theory minus laugh track: not as funny with awkward silences
It’s very interesting the way laughter is contagious, and while reading Rohit Bhargava’s Influential Marketing Blog I learned that this principle is not only limited to sitcoms and laughter but can also be applied in marketing practices. In marketing you must demonstrate the desired customer behaviour so that you can get the same behaviour from wider group.
Similar contagious behaviours that are being used in businesses:
- Youtube ratings & Facebook ‘likes’ etc – Displaying the number of people who have viewed, tweeted or liked the page gives you an external validation on which content is the most popular, and potentially worth your time.
- Restaurant windows & patios – By seating people by the windows or outdoor on a patio it gives the illusion that the restaurant is packed and popular; thus, the people walking by will perceive it as a place worthy to dine at.
- Thermometer bulbs – This is often seen when tracking donations and it has proven to be quite effective. An example, tip jars are usually started off with some change inside and people will follow suit.
- “Sold out” banners – Creates the perception that the products will not be on the market for long so you better buy it quick before it’s gone.