Brand mascots can be an effective marketing tool if they are built into the story of your brand. Slapping a whale, bunny or robot onto your brand won’t increase your marketshare or awareness overnight. Mascots naturally create brand triggers in the marketplace. For example, every time I see a white duck, I think Aflac (often I catch myself saying A…FLAC).
What’s the fist thing that comes to mind when I say “Peanut Butter and ___________ ? ” The most common answer is “JELLY!” That’s a trigger.
What is a marketing trigger? It’s an object, thought, smell, sight or sound that is frequently triggered in your audience’s mind about your brand. Jonah Berger, an MBA professor at the Wharton School of Business and author of Contagious, describes a trigger as: “Something that acts as a reminder about a product or idea, which makes it easier to remember, helping to ensure it stays top of mind.” Ideas can’t spread unless they’re transferred from person to person, like a virus. Technology has removed barriers of entry for entrepreneurs that want to turn an idea into a reality.” The struggle has moved away from “economics of scarcity” to the “economics of abundance.” You can’t just buy a bunch of TV ads to get found in the marketplace anymore; you have to capture your audiences attention by building a strong community of supporters that will tell your brand story.
Below are 18 marketing triggers that REMIND consumers to talk and share.