Miki Agrawal, the creator of popular bidet brand TUSHY, tells ABC Money how “toilet humor” — something she’s never been embarrassed to use in her marketing — can help foster meaningful relationships with prospective customers. By nature, the TUSHY brand is somewhat stigmatized, something serial entrepreneur Miki Agrawal is looking to smash right out of the gate. TUSHY’s marketing is both intelligent and funny, respectful and inspirational. Here’s how the brand’s visionary is staying on top of the company’s constantly evolving advertising.
Humor Engages Target Audiences & Prospective Customers
Consumers today are smarter and more discerning than in the past and it can be difficult to get their attention in the midst of stiff competition. TUSHY’s Miki Agrawal understands this and uses humor to catch potential customers off guard and get them interested in watching or reading content about the TUSHY brand. Individuals in a company’s target audience that would ordinarily overlook a product or service often become interested when that company uses a funny commercial or video in their advertising.
It Can Be Incorporated Into a Company’s Branding
Humor can also be incorporated right into a company’s core branding, such as what Agrawal did with TUSHY’s unique logo. Although the water droplet and half-heart shape appear simple at first, it doesn’t take long to realize that the heart shape is meant to be an abstract drawing of a person’s bottom. Along with the tagline “a shower for your butt,” TUSHY clearly illustrates that stepping outside the box can have a huge marketing payoff.
Influencers Can Connect with Consumers Using Humor
Most businesses think of TV commercials, radio segments, or newspaper ads when they think of advertising their products or services. Unfortunately, these forms of marketing are dying out and being replaced by social media and influencer marketing. Agrawal explains how utilizing influencer marketing can help companies better develop their persona and voice, meeting potential customers where they are to elicit maximum engagement. Moderately-sized influencers are what Agrawal recommends for the best ROI.
Used in Conjunction With Video, Humor Converts
Long-form videos are highly sought after by customers looking for detailed explanations of how to use a product or how a product works. Thanks to Miki Agrawal, TUSHY is leveraging video marketing to garner engagement from target audiences and as a result, is currently outperforming many of its competitors. Companies that want to promote their unique voice and humorous take on a product or service can use long-form videos to educate potential customers. Ideally, the video will serve as the last piece in the conversion puzzle and interested consumers will take action.
Agrawal primarily credits organizational leadership to the success of TUSHY. She wasted no time in hiring an operations professional to help her build and expand the company, ensuring that the business was ready for growth when it occurred. As TUSHY continues to diversify, this strategy keeps the company running smoothly.