Mascots are a fabulous way to represent your brand’s personality to consumers. But are they still relevant in this day and age? And what do you need to know before deciding whether a mascot is right for your brand?
In these days of social media marketing, it might seem like mascots are obsolete. But go for a wander down the aisles of supermarkets and you’ll find that brands are still utilising mascots as much as they ever have, and to great effect!
Mascots help brands increase their sales in many ways. Research shows that customers find the promotions and advertising campaigns of brands with mascots more memorable, and when it comes to handing over their money, customers are less reluctant when a mascot is in play. But why is this?
Just as a Brand Ambassador at an in-store sampling can inject personality into your brand, so can mascots help consumers find a point of identification with brands. In a way, you could say mascots help to humanise brands—even when the mascot in question is a cartoon animal! That being said, the majority of mascots are human or human-like figures, but, regardless of what kind of being or creature a particular mascot might be, it’s our tendency as humans to anthropomorphise that makes mascots so effective. We are human, and our evolution has geared us towards understanding our surroundings by projecting our own experience as humans onto the world around us.
If a mascot or a Brand Ambassador can work to help your customers experience and bring your brands personality to life, then it is essential you know what that personality is and how you want it received by your customers. Once you do, you might ask: is a mascot relevant for my brand story? Well, what we can tell you is that mascots are proven to be extremely effective, and are wildly underutilised these days.
Our advice would be to know your brand’s story and personality, and how to use that effectively to make customers fall in love with your brand. Then, work out what kind of mascot—if any—can help strengthen the image of your brand in the minds of consumers. And that’s where we can help. With our nationwide coverage we know New Zealand, and with our extensive experience, we know what works. Partner with Orbit Marketing to achieve a creative authentic brand experience for your customers… with or without mascots!
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