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Marketing Buzz 06/03

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

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

MightyMascots
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:

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