TYPES, TIPS, AND TACTICS OF VISUAL MARKETING 31 within that visual lane to market its brand. But the company took the application of those visuals beyond ads. The company continues to use the 10-cartoon series from a content standpoint both online and offline. For example, the team designed cartoons into the posters and coasters to use and give away at their Customer Success Summit and around Customer Management Appreciation Day. The cartoons were a big hit and generated a lot of positive buzz for the company. In the interview with the authors, Tom Fishburne said that there are several things that allow cartoons to stand out as a marketing vehicle. “One is the Trojan horse aspect of it: you can communicate an incredi- ble amount of information in a very small space. Because it is couched in humor, and it is made very accessible, people like to see them. But then you can also carry in a message and an insight in the cartoon that con- veys something deeper.” Cartoon is an efficient communication device that allows viewers to break through the clutter. “I think the fact that car- toons can often work as a series is highly valuable,” continues Fishburne. “It’s not just a one-off piece of media; it’s not like creating a YouTube video one time and hoping it goes viral. If there is some sort of cadence to a campaign in which you are releasing a new cartoon every so often, the audience starts to look out for them, and they want to find the next installment.” People like to laugh. That will always be a win with using cartoons as vehicles to deliver brand messages. But there is also a way of illustrating a need of the audience. “If you are marketing something, you are solving some sort of problem for that customer base,” says Fishburne. “A cartoon does a good job of illustrating that self-need: how that audience feels that naturally sets up what you’re trying to market as a solution for that. I think it works really well that the audience identifies themselves in the cartoons when they are reading them. They kind of put themselves into it, and that makes it much more personal and direct.” Get Satisfaction’s campaign most certainly showcased all of those aspects. The challenge, obviously, is to do it in a way that the cartoons are not seen as infomercials, but instead as valuable pieces of content that people