When a company starts thinking about using a mascot as part of their marketing strategy, one of the main questions they have is whether they should rent an existing mascot costume or invest in a brand-new custom mascot.
When making this decision, there are a lot of things to think about. To help your organization decide, BAM Mascots has created a list of the eight most important factors you will want to consider.
1 - Frequency of use
If you are planning to use a mascot for a single or limited number of events, a rented costume may be the way to go as it will be more cost efficient. If mascot marketing is going to be a long-term strategy for your company, buying is the better choice.
2 - Experimentation
If you aren’t fully committed to making a mascot part of your ongoing strategy, rented mascots are a great way to test the water and see how your audience reacts to this new addition to your team.
3 - Brand representation
Rented mascot costumes can come in a varying range of conditions from almost new to well used. Whether you decide to rent or buy, you want to be sure the quality of the costume you are using will effectively represent your brand. Consider the state of the costume and whether the materials being used are of a high enough calibre for your brand. Buying also ensures that nobody else can use your mascot, which means there won’t be any confusion when other brands opt for the same costume.
4 - Maintenance and repair
When you own your costume, you are responsible for taking proper care of the outfit. When renting, however, you benefit from someone else ensuring that the costume is properly maintained. That being said, you also risk the costume not being as well maintained as it should, which means you should be aware of how frequently the costume has been used and the process the rental company takes to care for the outfit. It is also important to note, that while you will not have to deal with the regular maintenance, there can be fees for cleaning and repair if it becomes necessary.
5 - Variety vs. consistency
When you rent a mascot costume, you aren’t committing to a single character that will represent your brand. In general, mascots are usually the face of the brand and stay consistent over a number of years. Keep in mind that when you rent other companies will be using the same mascot, and that the nature of rentals means that the same costume may not always be available. If you are hoping for consistency, buying a costume will ensure the same costume is available when you need it.
6 - Customization
Rented costumes are stock designs manufactured in a factory which means you won’t have the option of customizing them to your brand. When you buy, on the other hand, you have full control over the design and materials allowing you to create something that perfect aligns with your organization's brand, look, feel and values.
7 - Availability
As we mentioned earlier, you may not always have access to the same mascot every time you rent. When you own, your mascot is readily available which means you can use it any time, even for a last-minute addition to an event.
8 - Cost
While the cost of a rented costume may be less, it is important to consider the frequency of the rental and add up the lifetime costs including rental fees, travel and transportation as well as cleaning and repair fees when applicable. If properly maintained, and depending on the frequency and type of use, there’s no reason a purchased mascot can’t last for more than a decade. They are well worth the investment.
Would you like to discuss how to create a unique, well-crafted mascot costume for your organization? Contact BAM Mascots today.