I am a marketing student and work for a small business in NC that sells organic luxury mattresses and bedding. We have pretty high dollar items, and I am slowly getting my boss to understand that we need to shift our marketing. I have finally gotten him to consider more online marketing rather than the constant print and radio ads that he purchases (which do bring in customers and sales, but not enough to justify what he spends, in my opinion).
The one thing he refuses to let go, however, is our weekend “mascot”: a 10 foot tall flailing inflatable tube man, much like the ones you see outside used car dealerships and cell phone service provider outlet stores. In my opinion, as well as my only other co-worker, it makes us look much cheaper than we are, and I have even had customers laugh at it! It’s a horrid pale green, sun-faded from its previous (and worse) bright lime green, and it doesn’t seem to do anything for our business. There are days I try not to put it out, but then my boss drives by and makes sure it is outside, and I get immediately called if it isn’t.
He does not listen to other people at all, as it took me almost 6 months of debating to get him to even consider any sort of marketing online, so I’m not sure if I could even get through to him. I just do not want our store image and brand to suffer due to something that looks, to me, cheap and tacky. Am I being too cynical about this, or does it actually set up a poor image for us? I understand the appeal of some businesses to have these “mascots”, but I feel that our more luxury products are cheapened by it. As my co-worker has often said, we want to look more like Ethan Allen, not a Sprint store.
Thanks for reading, and if this is not the place to ask, please direct me to somewhere that I can do so!
UPDATE: The boss has agreed to a test period of using our simple sign rather than our lovely “Gumby” for the next few weeks! I also even talked him into letting me tackle a website redesign (which is DESPERATELY NEEDED)! Turns out, he was only using our tube man to get people to see us; not to bring people in, drive traffic, or anything else. He still doesn’t see what I’m talking about, but luckily he is willing to try! Thanks everyone for the help and advice!
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