ABC Money sits down with Miki Agrawal, the creator behind bidet brand TUSHY. TUSHY aims to make bidets and bidet accessories more desirable and available to consumers by using humor to connect with their target audience. Serial disrupt-her Agrawal has never been one to shy away from the “impoliteness” of bathroom humor and uses it to the brand’s advantage to bring down the guard of prospective customers and generate interest in the product. Here’s how she does it.
Humor Generates Engagement
Today’s consumers are savvy and know what they’re looking for. For many businesses, it’s harder than ever before to grab their attention in a sea of competition. Humor, especially when unexpected, can be a great way to get consumers out of their comfort zone long enough to generate interest in a product, as Miki Agrawal’s TUSHY has demonstrated. Catching consumers off guard with a laugh and relating to them on a very real level can help companies convert potential customers into paying ones.
The Importance of Using Easily Recognizable Branding
Humor is more effective in branding when it’s easily recognizable. Take TUSHY’s logo, for example. Instead of using a generic logo that would likely blend in with the logos of many other similar products and service providers, Agrawal took a risk and created a simple logo that features a water droplet and what looks like the top of a heart but is intended to be a bum. Although modern and chic, you can’t “unsee” the bum once you see it, making it particularly memorable.
Using Influencers to Connect with Target Audiences
When companies think of advertising, their minds often go first to billboards, television commercials, and more traditional forms of marketing. However, these are becoming more outdated and less effective, leaving businesses to find other ways to spread the word about their products. Entrepreneur Miki Agrawal suggests investing in influencer marketing. Influencers take social media marketing to the next level by exposing a brand to their own audiences. Companies can choose influencers with personalities that best fit the brand and their unique voice.
How Video Content Fits In
Video content is quickly becoming the most consumed type of content on the internet today, especially when in a long format and rich in detail. Miki Agrawal has harnessed the power of long-form video marketing for TUSHY, keeping the brand’s personality consistent throughout, to engage audiences and generate interest in bidets and bidet accessories. Agrawal recommends that companies utilize any form of video marketing, but especially long-form content, to reach their audiences. Well-produced videos have the power to become the last step in the buyer’s journey, providing potential customers with a final “push” to take action.
Above all, Miki Agrawal credits strong leadership and smart management to TUSHY’s success. Agrawal did not hesitate to bring an operations professional on board immediately, which proved to be an excellent decision as the company’s popularity continues to grow quickly and its operations expand.