Mascot characters have been used to define company’s brands for many years. Cartoon-like characters have been a part of brands in every industry, from children’s toys to financial institutions. With constant changes in marketing, however, you are probably wondering if a mascot character would still be a useful marketing tool for your business. The answer to this question is a resounding yes. Here is why you absolutely must continue or start using a mascot character as a part of your company’s overall marketing strategy:
How have mascots been used for marketing in the past?
Mascots haven’t just been a part of brands for years. They have been perceptual game changers. One famous example of how a mascot completely transformed a company’s brand is the Kellogg Corporation. Before they added the rooster to their original Corn Flakes cereal, they didn’t stand out much from their competition. The rooster that they added to their cereal box cover gave the cover energy, made it stand out and played on specific psychological factors that affect brand perception.
How are mascots relevant to a company’s brand today?
A mascot character is a more effective brand ambassador than a celebrity
It is widely known that a celebrity endorsement can work wonders for a company’s brand. A single celebrity has connections to hundreds of thousands — if not millions — of adoring fans that listen to what celebrities have to say, including when it comes to what products or services to buy. It only makes sense that investing in such an endorsement should be considered as a part of any company’s marketing campaign. However, a mascot character will provide the same benefits — and do a better job.
This fact is proven by statistics. For example, Nike has invested hundreds of millions of dollars into their LeBron James endorsement. His presence, however, only accounts for 1.73% of the sneaker company’s social media buzz. Baked goods corporation Pillsbury, on the other hand, relies on their mascot character the “Pillsbury Doughboy” to provide the same benefits that LeBron James provides to Nike; the Doughboy accounts for 22.14% of Pillsbury’s social media buzz. This is only one example of how much more effective a mascot costume is than a celebrity at building buzz for a company’s brand — and these facts don’t even include the disparity in costs between gaining a celebrity endorsement and creating a mascot character.
A mascot character’s costume holds long-term value
When you create a mascot character costume, it becomes a part of your company’s marketing campaign for the long-term. This is because unlike an ad or other traditional marketing material, a properly maintained mascot costume stands up to the test of time. A single mascot costume can be expected to hold up for years; once you decide to change your mascot, you can still gain value from your old mascot costume by selling it or donating it to charity.
Your competitors won’t be taking advantage of the benefits of a mascot character
Modern marketing trends have narrowed the focus of marketers. Instead of taking advantage of all of the marketing resources before them, everyone is using the same handful of strategies to get noticed. A mascot is not a part of most of these plans. This means that by creating a mascot of your own, you can reap marketing benefits that your competitors won’t have the wherewithal to even consider.
Take advantage of every marketing resource available to you
Your marketing campaign will live up to its full potential when you invest in the right resources. A mascot character’s value cannot be overlooked in this regard. At Hogtown Mascots, we make sure your custom mascot design represents your brand to capture your audience’s attention.