Why use Mascot Performers to promote your business?

Dressed in a tall green asparagus costume, with green face and hands; Gus the Asparagus Man immediately attracted everyone’s attention in a crowded hotel bar.?After the initial shock, smiles broke out on every face and there was a quick rush for photographs. ?

Such a reaction is not unusual. Since taking on the role of Gus the Asparagus Man in 2008, Gus has been photographed everywhere he goes from steam trains to food festivals and visited places like the Royal Hospital when donating fresh asparagus to the Chelsea Pensioners.?The only place he wasn’t welcomed were the Houses of Parliament.?Although he was accompanying a group officially promoting British Asparagus, staff refused to allow him entrance regarding his foam costume as a security threat!

Costumed characters like Gus the Asparagus Man and his sidekick the Asparafairy, create instant attention and social media buzz – which is why they are so popular with marketeers. What better way to make people think about the importance of being checked for high cholesterol levels than by sending a group of people wearing large yellow chub suits accompanied by business commuters and casual travellers to visit a London Underground station and have some fun??Working with a PR Agency, Envisage Promotions trained and supplied the characters – the results were spectacular as the eventual Underground scenes went viral.

It has been well over 120 years since the first business character mascot was devised. Brothers Andre and Edouard Michelin, founders of the Michelin tyre company, came up with the idea while attending the Universal Exhibition in Lyon in 1898.?The story goes that they saw a huge stack of tyres and thought that they resembled an armless man.?The Michelin Man was born, and has become one of the most instantly recognisable images on advertising, promotions and in the media worldwide.?Other popular ones include Ronald McDonald for the fast food chain MacDonalds, Disney’s Mickey Mouse, the Jolly Green Giant and Nintendo’s iconic Mario.

‘As soon as people see you they smile.?People like meeting up with characters. It gives an instant talking point with complete strangers, and can be a great introduction to a product,” comments Gus the Asparagus Man.

For businesses, the message is clear.?

Using a character mascot to promote your business, highlight a stunt or promotional activity works

Such larger than life characters quickly increase brand awareness, create a positive brand image, and make your product, company or message instantly memorable. The sight of a large walking stick of asparagus or a bulky piece of cholesterol makes people look twice, they photograph it and it sticks in the memory.?At events, people – especially children - automatically move towards a mascot. They want to shake its hand, talk to it, and have a photograph taken.

Mascots can be used in almost every situation – from exhibitions to conferences, sporting and live events to shows, store and business openings, fundraisers and parades. Their mere presence is enough to generate instant publicity and goodwill. Apart from photographic opportunities, they can distribute promotional literature, interact with people and bring instant enthusiasm, energy and humour to every situation.?

Their entertainment value is equally important.?Strolling around they immediately garner smiles and waves. ?

What is equally important is making sure that the person inside the character mascot suit is ideal for the job. They need to be carefully chosen, possessing a willingness to interact with people and talk to complete strangers.?Quite apart from personality, think too about the constraints of the costume. Do you want someone to be able to talk to people or just wave? How long do they need to be in the costume?

If they are wearing a costume with a complete mask covering their face, then they will almost certainly need someone with them to make sure they do not bump into anything or fall over, gently guiding them around their allotted area. ?Such costumes tend to be quite hot too which means you need to bear in mind the person inside will need frequent breaks out of costume to breathe, have a drink and go to the toilet.

Always make sure that there is somewhere private the character mascot can go for a short break away from the public eye. Seeing the character without their mask, drinking coffee or attending to their appearance can destroy some of the magic, especially if viewed by children.

Character mascots are quite simply a perfect marketing tool and should never be overlooked when planning a promotion. You can create your own bespoke version, or opt for generic mascots that will still attract attention by reflecting the qualities of your brand.?

So don’t miss an opportunity - start thinking and planning how you can use a character in your next promotion or event?