Geico Gecko brand mascot

Mascot Marketing: Making Your Brand Mascot a Celebrity

Celebrities and mascots are a lot alike.

First, there are different types of each. Celebrities can range from actors and artists to talk show hosts and Internet personalities. They can be anyone from Dwayne “The Rock” Johnson to Kim Kardashian West. Mascots can fit in the categories of sports mascots, corporate mascots, school mascots, or specialty mascots. Some of the most famous brand mascots are Geico Insurance’s Gecko and the Milwaukee Brewers Racing Sausages. Celebrities and brand mascots both dedicate a lot of their time to brand marketing, which is a way to promote products and services in a manner that highlights their overall brand name. Each group’s powerful influence builds an organization’s credibility and identity on the market.

Although both celebrities and mascots are vital brand marketing tools, they’re not created equal. The Gecko and Racing Sausages have “The Rock” and Kim Kardashian beat by a long shot. Did you know that, according to a study done by the social media firm 'Synthesis', brand mascots have a 22.2% endorsement success rate compared to celebrities’ 3.9% effectiveness? You may be unsure of how to market with a mascot. In this article, we will outline four ways to turn your mascot brand character into a celebrity. Read on to learn how to get your brand mascot all the fame, fortune, and paparazzi it deserves!

 

1. Create Your Celebrity's Identity.

Frito-Lay Chester Cheetah Cheetos Mascot

So, you have a mascot for your organization, but what’s its story? How did it come to be? For example, Frito-Lay’s Cheetos Chester the Cheetah originated in 1986 as an antagonist who would disguise himself to sneak up on people and steal their Cheetos. Commercials aired with Chester disguised as anything from a wrestler to a bungee jumper. His sly, smooth voice would articulate the brand’s slogans of “It ain’t easy bein’ cheesy,” and “Dangerously cheesy!”

Is your mascot a Cheeto thief or a superhero? By crafting a backstory for your mascot, you can showcase your brand’s unique traits. Branding aspects to incorporate into your mascot’s identity include:

  • Colors
  • Culture
  • Slogans and mission statements
  • Tone and personality

When mascot’s have a clear identity, your brand will have the ability to be recognized on its own, without a logo or company name- like a true celebrity.

2. Walk the Red Carpet

Now that your mascot has an identity, it’s time to get noticed! Mascots are a great way to build brand visibility for your organization. Brand characters are fun, colorful, and visual. They capture an audience’s attention like no other brand marketing tool. Here are a few places your brand mascot can strut its stuff on the red carpet:

  • Social Media

Your mascot doesn’t have to be a bee to generate buzz on social media! Your organization’s Facebook, Twitter, Instagram, and LinkedIn accounts are the perfect place to advertise your brand character. Studies have found that photos with mascots in them gather more shareability and engagement on social platforms. A brand mascot can easily be integrated into social posts and can liven up your company’s social media brand marketing.

  • Events

If you want to get your mascot noticed and want to outshine the competition, bring it to your organization’s next event! Brand mascots liven up the crowds at tradeshows, assemblies, parades, and even networking events. Mascots make events memorable by adding a “face” to your organization.

3. Get Rich and Famous

Common gossip surrounding mascots suggests that they are an expensive brand marketing tool. This is only a rumor! Mascots are one of the most cost-effective brand marketing tools and ideal if your organization has a tight advertising budget. With a mascot, you’re not only purchasing a costume to last for years, you’re creating an identifiable brand character. Mascot characters establish an emotional connection with your audience that other forms of advertising cannot. By endorsing a brand mascot for your organization, you’ll get rich and famous!

(P.S. For more information on custom mascot prices, check out our blog “How Much Does a Mascot Cost?”.)

 

Sausage Mascots

4. Engage With Your Fans

Who doesn’t love a mascot? With a great presence and a unique story, a brand mascot appeals to a large audience. Due to this, make sure that your mascot performer is prepared to engage with your organization’s many fans. People love to interact with celebrities, so your brand mascot must be friendly and approachable. Also, make sure your mascot celebrity isn’t camera shy - an exciting mascot invites photo opportunities and the paparazzi! Whether it be on social media or at an event, any time your mascot engages with fans, they are effectively marketing your brand.

With their cost-effectiveness and high endorsement success rates, mascots are one of the best brand marketing tools. By following the suggestions and advice in this blog, your mascot is guaranteed to become a celebrity for your brand in no time.

Are you ready to learn more about how you can begin mascot marketing with a brand mascot? Learn more about our corporate mascot-making capabilities and get started on your brand mascot project today!

Let's Create YOUR Celebrity!

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