A brand ambassador has an official working connection with a brand or organization and aims to spread awareness of its products. Brand ambassadors typically have connections to demographics, industries, or communities that a company wants to market to directly. Companies value brand ambassadors’ voices since they are often viewed as independent of the company and, therefore, less biased. For instance, professional athletes often help brands market to the sports fans who admire them and view them as talented role models rather than advertisers.
When selecting brand ambassadors, companies emphasize partnering with individuals who embody the company’s values, beliefs, and intended brand images. Consumers learn to associate brands with the qualities they respect in the ambassador. A watch company, for example, might have an action movie star as its brand ambassador, so consumers associate the watch with adventure and excitement. While traditionally, brand ambassadors have had immense public presence, companies now also work with people such as students and regular professionals as long as they offer new or improved access to a market.
What Does A Brand Ambassador Do?
Here are the essential functions brand ambassadors perform for the companies they represent:
Maintain a Social Media Existence
Many public figures establish their online personalities almost completely through social media, and others atleast use social media to interact with their networks. Recognizing that consumers rely on social media to learn about new trends and products, companies work with brand ambassadors to create an extensive social media presence across all major platforms.
When designing marketing campaigns, companies might coordinate content schedules with brand ambassadors where they post full advertisements at predetermined times. Alternatively, brand ambassadors might intermittently include a brand’s products in their posts and tag them so the promotion appears more organic. Social media is also a valuable venue for brand ambassadors to review products and answer their followers’ questions about them.
Brand ambassadors often plan, advertise and attend promotional events. They might host an independent event, such as a pop-up store, or they might attend an industry conference or large gathering. In these settings, brand ambassadors aim to engage with loyal followers of a brand and people who may not yet be aware of it. By having brand ambassadors dispersed across a broad geographic range, companies can take advantage of far more in-person opportunities and raise brand awareness in practically any community.
Collect Consumer Information
While fulfilling their other duties, brand ambassadors collect helpful information they can share with their partner companies. When posting on social media, companies can learn how enthusiastic audiences are about their product by measuring engagement with likes and shares. When attending events, brand ambassadors can collect emails to enhance companies’ mailing lists and distribute surveys to gauge consumer sentiment. Brands can use this constant feedback to adjust their marketing efforts and develop future products.
While brand ambassadors often focus on raising awareness of a company to drive sales indirectly, they also can actively turn leads into conversions. Companies often supply their brand ambassadors with discount codes they can attach to social media posts and other content so audiences become inclined to take advantage of offers. Small-scale brand ambassadors, such as on-campus student ambassadors, might engage in direct selling with their peers.
How Do Brand Ambassadors Earn Money?
Brand ambassadors earn compensation for their work in various ways, depending on their relationship with a company. If attending events, they might receive a fixed sum or an hourly wage. If brand ambassadors establish a significant and ongoing relationship with a company, they might agree to a set salary. Some receive commissions for sales they make when marketing a product or earn ad revenue from content such as videos and blog posts.
Benefits of a Brand Ambassador
Brand ambassadors can offer a number of benefits to businesses, including:
- Increased brand awareness: Brand ambassadors can help to increase brand awareness by sharing their love for your brand with their friends, family, and followers. They can do this through social media, word-of-mouth, and other channels.
- Boosted sales: Brand ambassadors can also help to boost sales by promoting your products or services to their audiences. They can do this by sharing product reviews, offering discounts, and participating in affiliate marketing programs.
- Improved customer loyalty: Brand ambassadors can help to improve customer loyalty by giving excellent customer service and creating a positive brand experience. They can also help to resolve customer complaints and answer questions about your goods or services.
- Stronger relationships with influencers: Brand ambassadors can help you to build stronger relationships with influencers. These influencers can then promote your brand to their audiences, which can lead to increased brand awareness and sales.
- Gathered feedback: Brand ambassadors can provide valuable feedback about your products or services. This feedback can help you to improve your products or services, and it can also help you to better understand your target audience.
In conclusion, brand ambassadors can be a valuable asset to any business. They can help to increase brand awareness, boost sales, improve customer loyalty, build relationships with influencers, and gather feedback. If you are considering using brand ambassadors, there are a few things you need to keep in mind. First, you need to choose the exemplary ambassadors. These should be people who are passionate about your brand and who have a large following. Second, you need to set clear expectations. This includes what you expect from the ambassadors in terms of promoting your brand and what you are willing to offer in return. Finally, you need to track the results of your ambassador program. This will help you to see how effective it is and to make necessary adjustments.