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Fishburne and d’Alencon e-mail contests” to solicit entries from blog readership with RSS feeds;
riffs back and forth as they clients and prospects. The win- and through e-mail blasts.
develop each cartoon. They con- ner receives a framed cartoon • Requests come in daily for repro-
sider themselves comedy partners. with his or her winning quip. In duction rights on blogs, websites,
its own way it serves as a mar- and books and for use in pro-
Why It Works keting boon for CaseCentral. fessional PowerPoint presenta-
And how many companies can tions. In response to demand,
The insider jokes cultivate a social see their advertising tool framed CaseCentral opened an online
circle of those in-the-know. Jokes on the wall of their prospects? store on Café Press, where fans
and references are not universal may purchase custom prints and
but, in fact, are very specific to Success Metrics order cartoons on coffee mugs,
the industry, with topical themes T-shirts, and other merchandise.
that relate to current events. By • The cartoon was launched at a
providing a platform for the indus- legal conference in Seattle with Takeaway Tip
try humor, CaseCentral becomes a couple hundred attendees.
the source for topical humor and According to d’Alencon, it now Don’t be afraid to use humor and cartoons
positions itself as the knowledge has a weekly audience of more to build a distinctive brand. For business-to-
center and go-to firm for indus- than 40,000 viewers. business firms, especially those where it may
try perspective. They are vigilant seem hard to differentiate and stand out from
about protecting the integrity • “Case in Point” is distrib- competitors with larger marketing budgets, it
of the cartoons. “We never uted through a multichannel can be just the point of difference you need.
use the cartoons to promote approach, including posts on
CaseCentral,” adds d’Alencon, Facebook, Twitter, and Flickr; via
“or to bash the competition.”
The response has been so posi-
tive that they now hold “caption
MUCH MO RE THAN JUST A W E BS I TE 20
