A NEWCAST ABOUT MARKETING

So, you want to sell something. Which will attract more customers? A famous actor and
animal, or a cartoon character? For the answer, let’s here A, our … responded:
A: You’ve seen among commercials and in adds-on social media cute, brightly colored
creatures that help sell a product. Mascots are a very popular marketing tool. To understand
why, I talked to Mike who runs his own marketing company. Mike, why do so many companies
use mascots to advertise products?
Mike: Mascots can be both effective and inexpensive. Companies use mascots to help
customers identify, remember, and understand their products. Think about the M&M mascot.
You see these colorful candies that walk, talk, and even dance. They’re easy to recognize. You
remember the name because it writes on the mascots, and you know what they’re selling.
Little chocolate candy with a hard shell that won’t melt in your hands. You associate the
mascot with the wonderful features of the product.
A: So, are you saying a mascot is a kind of a spokesperson?
Mike: No, let me explain. A mascot is like a spokesperson in some ways, but it might actually
be better for a few reasons. You know that famous actor who appears in commercial for
expensive cards. He might have sell them, but he may do something people don’t like, and he
will definitely get older. Also, he may ask for more money, get sick, or go on vacation at the
wrong time. Mascots don’t do any of those things. They don’t age, and they can be improved
to be even more popular or to aim the advertising at a different group of customers. For
example, the Mermaid that sells tuna has been updated to look more like the Mermaid in the
Disney movie. You can’t do that with a real person. A mascot makes good toys. Think about
Hello Kitty. You can buy toys, clothes, jewelries, products for school all with Hello Kitty images.
A: That’s true. I see why they might be less expensive in the short term because you’re saving
money on salary. But, do they sell more products in the long run?
Mike: Yeah, they often do. Take the insurance company called AFLAC. They chose a duck as
their mascot because the sounds like a duck quacking. Because of that duck, the company’s
name recognition is 91% more than for other bigger insurance companies. And it’s similar to
the name recognition of Coca-Cola or Mc Donald’s.
A: That’s impressive.
Mike: It is. And mascots are successful on social media where users share information they
like. For example, a cookie company that uses mascots is shared 203% more than other cookie
companies. And the tiger that sells breakfast cereal is shared 279% more than non-mascot
images.
A: Why is that?
Mike: The fun colorful characters encourage people to communicate about them and to share
them online. They provided message over time, and they’re so visual.
A: I understand that people know the products and share information online, but are the
mascots selling more products?
Mike: It looks like they are. For instance, the use of the Energizer Bunny mascots which
represents Energizer batteries increased sales by 70% in one year.
A: How do you think it do that?
Mike: By representing the key quality of the product itself, the bunny is very active for a long
time. That’s what you want in a battery. And remember the Michelin Man? He looks like the
tires he sells. Mascots help us remember the product’s benefits in addition to its name, the
kind of product it is, its audience, and even our relationship with the product. They are
particularly effective at point of sale. Meaning in the section of the store where they are
displayed and where the customer actually decides to buy something. They are bright, simple
graphics … they gonna be looked right at the customer.
A: I can see how mascots promote products. Can they be used for marketing other things? For
example, could we use them for public services someway?
Mike: Absolutely. Some research suggest that mascots can help promote public service like
conservational or other environmental issues. When a mascot seems to dislike something such
as pollution, people are less likely to pollute or otherwise harm the environment. They want to
please the mascot. For instance, Smokey the Bear has been important in reducing forest fires.
A: I guess the only surprise that the companies don’t use them more often. Thanks for a very
interesting discussion, Mike.
Mike: My pleasure.