A recent Nielsen study that examined the most impactful advertising options found that consumers are most likely to make buying decisions based off of recommendations from people they know. More than branded websites, online reviews, and e-mail blasts, 83 percent of people reported that the opinions and experiences of those they know, like friends and family, or feel like they know, like friends-of-friends and influencers, have the biggest effect on how they choose to spend their money.
With this in mind, a company without a brand ambassador program is missing out on a major revenue stream springing from the most trusted form of advertising. Launching a brand ambassador program is a massive step toward creating brand awareness that drives revenue.
Repsly recently released a list of the most impactful brand ambassador practices for 2019. These things will help your company stand out above the rest and will ensure that your ambassador program is actually doing what you intended it to do — equipping passionate customers with the tools they need to help you create more passionate customers.
1. Attract more attention with a strong social media strategy
According to Repsly, “a strong social media strategy will do wonders for your brand and increase attendance at your product demonstrations.” Having current employees and a few well-chosen influencers post about your brand and products regularly goes a long way, reaching tons of people you may not reach otherwise. It also feels more genuine to have people with intimate knowledge of your product posting about it versus littering an Instagram feed with paid advertisements.
2. Learn from your Brand Ambassadors
Repsly recommends asking your Brand Ambassadors for their input when scheduling events and choosing locations. Ambassadors who are immersed in their community are likely to know both the most well-trafficked places to hold events and the best times to ensure a large turnout. More involvement will also increase meaningful attendance — those learning about and trying your product — at your events.
3. Use data to plan your campaigns and communicate more fluently
Keeping track of how field activities are impacting business is important when analyzing brand ambassadors’ influence. The more influential an ambassador, the closer you’ll get to reaching the goals set for the program as a whole. Keeping a close track of how much inventory ambassadors dispense at events, customer feedback from samples, and reasons why customers are or are not looking to purchase your product, are all important metrics to monitor. Without this data, you’ll find yourself moving blindly, never really sure if the program is working or making strides.
Interested in working as a Brand Ambassador? Explore our open roles here.