How To Set Up A Brand Ambassador Program That Works
Every company needs to utilize a brand ambassador program as part of their marketing strategy. It’s an affordable way to drive sales, generate hype, and boost brand awareness. As a modern business, you’d be silly not to take advantage of brand ambassadors.
Brand ambassadors are real people who represent and/or promote your company. Brand ambassadors can include anyone who is an influencer – athletes, bloggers, social media superstars, or even your current employees. These individuals all have the ability to promote your products and services in a genuine way that appeals to your core customer base.
When you recruit a loyal team of brand ambassadors, they will essentially do a lot of the marketing legwork for you. Brand ambassadors can reach and influence all sorts of people in all sorts of places in a way that a big (or small) brand could never do. When marketing in today’s world, word of mouth hype and social sharing are king. This is exactly what brand ambassadors can do for you.
If you want to set up a brand ambassador program that works, here are a few steps that you need to follow:
- Create Goals – The first step is to determine what you want your brand ambassador program to accomplish.
- Formalize Your Program – Establish expectations, guidelines, and rules for brand ambassadors to follow. Write it up and publish it on your website.
- Recruit And Invite Influencers – Build relationships with influencers. Reach out to the ones that can best reach your audience and invite them on board.
- Create A Community – Give your brand ambassadors the tools they need to be successful. This may include content, gear, insider info, videos, freebies, social shares, etc. Give and exchange info so that both you and the brand ambassador are happy. An open and honest feedback loop is essential.
The key to a successful brand ambassador program is that it is a win-win situation for everyone involved. Your brand needs to drive sales and boost awareness. The brand ambassador needs to receive something for building interest in a genuine way. The audience needs to see value in what they gain from the brand and brand ambassador. When everyone walks away happy, it’s easy for things to grow organically.
There are endless ways to structure a brand ambassador program. In a way, you are only limited by how creative you can be and how selective you are with the brand ambassadors that you handpick. One of the best ways to grow a successful brand ambassador program is to check out what other companies have already done.
A simple Google search will find numerous companies that have established brand ambassador programs. Do your research and establish what works and what doesn’t work. Assign someone on your team to spearhead our company’s brand ambassador program. Once the wheels start turning, you’ll be amazed with the results.
One last benefit of a successful brand ambassador program is that you’ll grow your following. This will also help you to recruit your next superstar employee.