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Marketing Buzz 06/03

Mascot marketing; improving your on-the-phone vocal skills
June 1, 2003

Mighty Mascots
While mascot marketing might conjure up images of the Pillsbury Doughboy, it often translates into strong sales. "Mascots are one of your most highly visible yet inexpensive forms of marketing," says Josh Wilson, a mascot designer for companies as small as the local bagel shop and as enormous as Nintendo. "They can help you create media excitement, build brand value and sell product. But you've got to use them."

Put your mascot on your packaging, on the Web and on the streets. A typical costume costs $3,000 to $8,000 and can last 10 years. Here are a few guidelines for creating your mascot:

With a solid mascot, you could bring out the kid--and the sales--in all of us.

Voices Carry
If you're like most entrepreneurs, the telephone is your lifeline to your customers. According to Susan Berkley, CEO of The Great Voice Company in Englewood Cliffs, New Jersey, we have just seven seconds to make an impression.

The voice is divided into two components: verbal and vocal. Verbal is what we say; vocal is how we say it. To improve your vocal skills, Berkley recommends these tips:

of retail companies respond to customer inquiries sent via the companies' Web sites.

of companies do not have a written marketing plan for the entire company to follow.
SOURCE: North Star Marketing Inc.

If you've got some big news but aren't sure how to get your message out, take a look at a new service just launched by Major Newswire. Its distribution service sends your press release (a single time) to more than 85,000 journalists, editors and news-wire services, including Bloomberg, CBS, Dow Jones, Lexis-Nexis, Lycos and Reuters, for a fee of $349. It also monitors your press release for two months so you'll know exactly how many outlets pick up your release. If you're not sure how to write a press release, copywriting and translation services are also available.

Marketing consultant and speaker Elizabeth J. Goodgold ( is the author of Duh! Marketing Awards.