Subscribe to Entrepreneur for $5

Marketing Buzz 06/03

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

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

While mascot marketing might conjure up images of the PillsburyDoughboy, it often translates into strong sales. "Mascots areone of your most highly visible yet inexpensive forms ofmarketing," says Josh Wilson, a mascot designer for companies as smallas the local bagel shop and as enormous as Nintendo. "They canhelp you create media excitement, build brand value and sellproduct. But you've got to use them."

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

Continue reading this article - and everything on Entrepreneur!

Become a member to get unlimited access and support the voices you want to hear more from. Get full access to Entrepreneur for just $5.

Entrepreneur Editors' Picks