The dilemma of a mascot marketing strategy is that the mascot benefit is intangible. But so is excellent customer service and so is attractive packaging and so is product placement. No one can deny that they can help create a package of marketing essentials that leads consumers to you!
Mascots will bring your business to life!
When consumers see that you—in the form of your mascot—live, breathe and move, you will be much more desirable than your cold, hard competitors. It’s just the lively edge you could use in your marketing mix.
We call it ROL – Return on Loyalty
Why a Mascot Can be Critical to a Marketing Strategy?
Sport teams know how essential a mascot is. A mascot is a teams most ardent fan. Coaches and players may come and go, but a mascot is always there to represent the team. During a strike or a lockout, the mascot may be the only representative of the team that can keep the home fires burning.
This is also true of product and event mascots. The TiVo mascot goes to the Sundance Festival to rub shoulders – or in the case of TiVo, rub antenna to shoulder – with current and future customers. Mascots make a statement by being at events. When a company sponsors and event, like a marathon, it is the presence of the mascot at that event that re-enforces the connection of event with sponsor.
Nobody is taking picture of the best friend with the brochure. They are taking photos of the mascot with the best friend.
…and when people take pictures of their friends and family with your mascot—-that is a vibrant marketing moment.
Mascots are an important addition to your bottom line!
Those within the mascot’s orbit, are part of the community that mascot represents. The mascot play a diplomatic role for the teams, products, or events they represent. When people are around the mascot, interacting with the mascot, chatting with others about the mascot, they become part of the inner circle. They are joined with the mascot and all that they represent through their heart, their sense of community, their commonality.
….and then, of course, there are all of the mascot merchandising opportunities.
This about all of the people who have had the Disney experience, leaving with mouse ears, shirts, 4 fingered mouse hands, hats, stuffed toys, candy, bags – the list is long. People want to have a tangible piece, a touchstone, for that particular memorable time – a souvenir (it means remembrance in French).
©Jennifer Smith 2011