They may seem funny and well, goofy, but Aha! A mascot is a true, heartfelt marketing tool. This is the organization's representative. The piece of the marketing puzzle that really touches the customer and fan.
They're goofy and yet, they represent brands of integrity and strength. Brands that truly want bring people together in community and goodwill.
When people have a rollicking, good time in the presence of a mascot, they look at the brand the mascot represents with kind eyes and an open heart.Mascot are the warm fuzzies of marketing! They reach out to target audiences with enthusiasm. Mascots invite all to be part of the family in an open, non-ironic way.
I have a cabinet full of RedGold products. I only use Dawn to wash dishes at home and at the AvantGarb. This summer, when we drink beer, it will be Miller and fans at Portland Beaver games will be inclined to buy Miller this summer after seeing the Miller Racing Beer Cans race.
I'm completely loyal to TiVo, Who wouldn't want a Tivo after seeing the TiVo character's antics at marathons and the ball park?...and I cheers all teams and schools with mascots.
I cheer on the Davita KAT Walks, I love driving on E&B Paving's newly paved roads---well, you get the picture.
Mascots are the beating heart of marketing.