While brand ambassador programs are not an original marketing tool, in 2022 they may prove to be one of the most effective strategies for growing brands. An individual, client, or influencer who promotes a brand to their network is known as a brand ambassador. Essentially, this path helps brands take advantage of hiring brand ambassadors within important target audiences. This promotes brand awareness and helps spread the word. By producing content and assisting the brand in reaching out to new audiences, the ambassadors are tasked with publicly promoting the brand.
Although they are different, brand ambassador programs and influencer marketing efforts get mixed up. Ambassador programs are long-term and can continue from year to year, in contrast to influencer efforts, which are often for a short, set period. The most effective programs do not just focus on stats but also on engagement, lasting connections, and relationships.
Creating a Program for Brand Ambassadors
The planning phase of a brand ambassador program is arguably its most important step. Who are the final consumers you are aiming for and hoping to convert? Choose the ambassadors whose goals align with those of your target audiences.
Develop a strategy for how you will employ brand ambassadors across your entire company, in departments like marketing for public relations, digital for product demos and branded videos, etc. Make sure all stakeholders are in agreement on success metrics and set clear goals for how you will use them. Decide what level of influence and degree of engagement you want the ambassador to have on each social media platform. Be sure to set achievable goals.
Find and Contact Program Ambassadors
The best place to start when trying to figure out how to hire brand ambassadors who would be the best fit for the program is understanding your current consumers. Utilize your existing community to determine interest. Most likely, they already support your company and would want to establish a formal partnership.
On your current social media channels, post a call for applications for ambassadors. Speak with important clients and consumers whom you think would be excellent brand ambassadors. Choose the ambassadors who would be the most successful once you have a pool of candidates. Then, think over the social media content they post, the tone they use, and their anticipated spending. Make sure that each ambassador has a precise contract with a clear budget, content requirements, and a time frame.
The Start of The Ambassador Program
Internally, assign a team member, most likely a brand or social media manager, to oversee the program and ensure that everyone is aware of the program's goals.
Create and give out ambassador kits to participants, which should contain your product and, a note to each ambassador welcoming them to the program. Invite them to your brand's headquarters or take them on a trip to introduce them to the brand in an environment where your products would be used. Offer the ambassadors content guidelines to follow when they start to produce material but allow them to represent your brand in the context of their own.
Send out a press release, introduce the ambassadors to your company, and advertise the program on your website and social media. Then, make a calendar with the ambassadors' touchpoints for the entire year.
Programs for brand ambassadors are a powerful resource to strengthen your creative and brand teams. Partnering with some of your most influential and devoted consumers will improve your efforts at word-of-mouth advertising and generate momentum for your business.
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