Here’s an interesting story about a book marketer using one of his characters to keep readers interested in his story. I think this might work fine for marketing books, but what about businesses?
I think there’s pretty good evidence that in most cases trying to use gimmicks such as marketing through fictional characters won’t work for most businesses. It does work for entertainment companies who have already created characters that audiences are familiar with. For instance, you can follow Wonder Woman on Twitter. And Homer Simpson. And even the cast of Glee.
But should your business create a character for Twitter that you can use as a marketing gimmick?
I don’t think marketing gimmicks work, on the whole. People know they’re gimmicks and they won’t follow a gimmick. However, if you have a mascot who is well known in your community, then I think creating a Twitter account for your mascot might actually work. It’s an already developed character, so why not play up to that character’s strengths?
That said, however, there are some dos and don’ts.
Don’t #1 is this: Don’t just post links to your products and think your customers are going to follow your mascot on Twitter. They will only follow your mascot if he is an interesting and entertaining character.
Do: Your mascot must engage with your audience. That means he’s got to retweet interesting tweets from your audience, interact with your audience, and do all the things that a normal person would do on Twitter. And he’s got to be approachable as a person. Plus, he’s got to be entertaining.
Make your mascot an interesting character and he can do some great marketing for your company – as long as it doesn’t look like marketing.