Practically everyone can instantly recognize the brands represented by Ronald McDonald, Mickey Mouse, and the Energizer Bunny. There is no doubt that a company mascot is an effective way to speak to your target market in a more creative and playful way.
Gone are the days when companies have to stick to people as brand ambassadors. In fact, a 2014 market study showed that cartoon character branding can effectively influence children to eat the food endorsed by the company mascot.
7 Reasons To Use a Company Mascot
Along with catchy music and a witty tag line, using a company mascot can really do wonders to your sales. If you’re not convinced yet, here is a list of reasons why you should consider creating a mascot for your company.
1. Establish your company’s brand and character
Your company mascot speaks for your company’s brand and character. The mascot can communicate practically any information to your target audience: What is your company all about? What are your products and services? How are your products better than the competition?
Your mascot increases your market reach by being visible in an industry full of competitors. In short, your mascot serves as the face of your business, and makes for a visual brand that is easy to recognize.
M&Ms, for example, has been very successful in establishing the company’s character—playful, colorful and very funky!
2. Represent your company’s value
Once your mascot has successfully created a name for your company, the next step is for your mascot to represent your company’s value. People quickly change their minds about things, and this is where your mascot helps to maintain their loyalty to the products or services that your company delivers.
Your mascot acts as a ambassador of your brand, and it will be the one responsibile for making your market understand that your company offers better things altogether—better quality, better promos and discounts, and better connection with your loyal customers.
Pillsbury Doughboy has become the flour company’s icon to perfectly capture the values that the business promotes. Its mascot has continued to appeal to kids and mothers, and has maintained the company’s value of bringing products that are affordable, easy to find, and of the highest quality.
3. Create a better company name recall
A lot of people these days have short attention spans. People like everything instant; even the advertisements they see should be straightforward.
If you find difficulty in capturing the interest of your target market, then you need to formulate an effective product name recall. The mascot is an excellent way of putting your brand out there, without making the process troublesome for you.
All you need to do is to make sure your mascot is adorable like Kelloggs’ Tony the Tiger to easily capture your market’s interest. Tony the Tiger ads are visible almost everywhere—at the dining table, at the basketball court, at your favorite diner—and this campaign has become successful in terms of product name recall to kids, mothers, and even athletes.
4. Make it easier for customers to understand the benefits of your products
The game of marketing is not an easy one to win. Products of the same industry usually offer the same thing. In effect, product advertisements carry the same thought and differ only in the choice of characters that play a role in conveying a company’s message to its market.
In general, your mascot should be able to portray the benefits that your product will bring to people’s lives.
The Energizer Bunny, for instance, has maintained the company’s character of providing longer-lasting batteries. While many battery companies have had the same claims over the years, the Energizer Bunny has been pointed out as a effective sales strategy since Energizer started using the company mascot in the 1990s.
5. Build a stronger connection between you and your customer
People are visual creatures who feel more connection with products and brands when they get personified. When your mascot works for your marketing, it usually follows that your sales will continuously increase over the years. This is because your customers easily attach your brand to an image by putting a face to a brand.
It’s easier to gain your market’s trust and loyalty when a mascot is there to represent your product. The very image your mascot carries strengthens the connection of your company to your loyal users.
Mr. Clean, a classic example of a mascot that has only gotten better with age, has gained popularity over the years. In effect, Mr. Clean products have stayed in people’s homes.
6. Instant social media icon
The power and influence of social media cannot be denied. Companies that are visible on social networking sites naturally create a bigger buzz, and this leads to better brand recognition and higher sales.
Here’s a tip for your next social media marketing campaign: Use your company mascot to communicate with social users. Millions of people are active on social media on a daily basis, and it’s such a shame if you can’t even attempt to engage a fraction of them.
Companies should really think about putting themselves out there, where people can readily get the information about their products or services. Take the case of Planters’ Mr. Peanut, who is extremely visible on Facebook to communicate to its social media followers through the comments section. Mr. Peanut’s social media personality has become the representation of Planters—a company that relates to the interests of its market.
7. Grab attention of target market
It is not easy to sell products or services that are similar to the competition. A company mascot serves as a soft way of making your company more visible in the battlefield of marketing. After all, running a business involves not only sales, but also marketing and customer engagement. Bottom line, you probably want to make yor customere stay attentive and wanting for more.
Ronald McDonald, for instance, has gained the attention of kids and teens because the fast food mascot is a primary example of fun and friendship enjoyed with food. In addition to this, Ronald McDonald brings a vibe of happiness during kiddie parties, and this is why kids have easily attached McDonalds to fun times.
Are you convinced that a company mascot can do wonders to your business? Even if you decide to design your mascot, make sure that you don’t forget the other aspects of marketing that you still need to run.