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Marketing Buzz 06/03

Mascot marketing; improving your on-the-phone vocal skills

This story appears in the June 2003 issue of Entrepreneur. Subscribe »

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:

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