Question

Topic: Branding

How To Caluculate Roi Or Value Of A Mascot For A Company's Brand

Posted by Anonymous on 1/16/2004 at 12:33 PM ET 125 Points
I have a client that wants to develop a mascot but we aren't sure how to justify the development price by calculating the ROI.
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RESPONSES

  • Posted by ReadCopy on 1/19/2004 at 1:23 PM Accepted
    There may not be a ROI!

    What may be of help is areas that the mascot could be used that traditional media may have problems getting into and capitalising on.

    For example, if your client deals with the healthcare sector, then a Mascot that can be seen around hospitals etc cheering up the kids can a) help your client get closer to the healthcare customer and b) give them valuable PR

    A mascot can either be used as additional media channel (as above) or as a frontline man (person, thing, it) for the brand (as you can see above, this sometimes works and sometimes doesn''t).

    I would be interested to hear more about your clients business to help more on this.
  • Posted by Blaine Wilkerson on 1/20/2004 at 8:39 AM Member
    I don''t know of any research, but like all of us have said....there is virtually no ROI when it comes to mascots. A mascot is an initial marketing tactic/investment in order to attempt to give customers a familiar "face" to relate to the company. IF it turns into a profitable assest, it is usually an "accident" like Tony the Tiger (as John mentioned).

    Ultimately, I have to say, a mascot is not going to sell for you untill people become familiar with it. Until then, it holds no more value than a cool logo.

    I would pay a designer to make the mascot, but it in the newsletters etc., and concentrate on letting your firm do the marketing. If the mascot catches on...GREAT! If not, so what?

    Good Luck!
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