If you’re on Twitter, and follow a male aged 30-45, you’re probably familiar with @DadBoner. Guys my age can’t help relate to (and retweet) and be amused by the reckless, often dark and comedic adventures the fictional Karl Welzein embarks upon.
For me, his tales of endless weeknight drinking, sleepin’ in the work john, and two day diets consisting of buffalo wings on top of a taco salad, among others, strike me as exactly the type of behavior I’d be engaging in if, Lord forbid, I ever got divorced.
Deplorable as Karl may be, with his chest beefer obsession and susceptibility to drunken rampages in White Castle parking lots, I do have to admire his particular brand. So much that I really, genuinely admire some of the finer aspects of Karl’s style.
1. Your brand doesn’t have to be for everyone.
It’s true. Karl talks a lot about going to ‘Bees, drinkin’ top shef margs and putting moves on the babes. Except he always gets shot down. It’s a harsh reminder that your brand isn’t for everyone. Craft your brand to your core demographic, around their wants and needs, and don’t worry too much about the outside world. They can come into contact with it – like the babes at Applebees – then experience it, and walk away; yet it should connect when the right lady comes by (in Karl’s case, his coworker Ken’s wife, who was looking for hot carnal passions during a rough patch in her marriage.)
2. Social media is best when its planned.
DadBoner is as consistent as a clock. His tweets pop up at about 3PM Eastern Time every day, even Sunday, continue for an hour or two (each tweet is spaced around 10 minutes apart) and then *poof* he’s gone, until tomorrow. On occasion he’ll pop up during a Lions game or the middle of the night after a drunken celebraish, which kind of feels like bonus Boner. A true surprise and delight tactic.
But it’s a good lesson that I need to take to heart: limit your social media intake, as well your output. Jump in for about 20 minutes at a time, which is enough to read a little bit and post a little bit. While in there, might as well as throw in some personal tweetin’ so you don’t keep it all business, all the time.
3. Always be pushing the brand upward and onward.
The mayor of Bad Boy Town, USA, is never content to sit idly by, watching life pass him by. No, Karl has an endless stream of ideas and concepts to branch out the ‘Boner brand: Capt. Karl’s Pizza Ship (concept restaurant, cheetos as a topping for anything), Gatorpagne (hangover remedy, Gatorade and champagne. Pretty ingenious, actually), TimeHouse (a Penthouse magazine with a Time cover, for the man with raging carnal passions but the desire to be dignified on the john), a screenplay for a Roadhouse sequel starring Guy Fieri and so on.
The takeaway: always be planning the next step for your brand, looking forward to see where your audience may be heading and how your brand needs to evolve alongside consumer tastes. Even if most of the ideas don’t take, like all of Karl’s, you need to have options and be prepared when the right one hits.
I’m one of those types that never gets the big, obvious points that I’m supposed to, but I’ll still walk away with little, unintentional details. Like the hidden genius behind Dadboner, and how elements of it can be applied to marketing. I might be a corncob, but I know a good thing when I see it.