Posted by Naina Trivedi on November 25, 2021
Every year, marketers try to evolve their strategies to have the best advertising experiences and hopefully persuade them to convert them into a customer. Over the years, different types of sales and marketing strategies have come and gone.
But over time, one of the best effective and cost-efficient marketing strategies has been in-person experiential marketing. It lets the potential consumers interact with brand representatives and connects them with the brand in the offline world. Among many trends in experiential marketing, one that stands out the most with current times is having a dedicated brand ambassador for your brand.
Knowing and cultivating relationships with brand fans, aka brand ambassadors, is invaluable and here is why they are important for your brand. But first, we should know who brand ambassadors are?
Many people may think of brand ambassadors as social media public figures hired by organizations for their influence on their huge number of followers. However, an ambassador can be anyone who loves your brand and performs activities that support an organization’s growth. Brand ambassadors are considered as the "face" of a brand. An organization hires individuals who often have established networks and relationships to promote a particular brand via word of mouth marketing tactics such as referring family and friends or talking about a brand on communication channels such as social media, email marketing or even in-person pop-up sessions.
Nowadays, all brands are looking to reach new customers beyond bombarding them with saturated traditional ad campaigns. Because of the brand ambassador’s excellent communication and interpersonal skills, they have the power to influence people's opinions and purchasing decisions. They are finding new ways to leverage their advocates to expand brand awareness and drive better business performance.
Why Every Brand Needs Brand Ambassadors?
Be it old, well-established, or new emerging ones, all companies face competition on an unprecedented scale. Markets are getting more saturated, traditional advertising doesn’t work anymore on the modern audiences, and now consumers have more power to choose between various products. Therefore, brands are now turning to create ambassadors out of their existing customer, partnership, contractor, and employee base.
Having quality brand ambassadors is essential for any brand as they are on the frontline of representing your brand in the offline space. Not only do they epitomize the style of your brand, but they are also fully trained in your product’s DNA. They act as traffic drivers to a store or pop-up location and, often with a sampling of the product, they get your product directly into the consumer’s hands which is extremely valuable in this distanced digital age.
Including brand ambassadors as part of your marketing, social media, experiential marketing and communication strategy can go a long way in helping the company reach their sales growth and in generating more revenue.
Listed below are the top 3 reasons to include brand ambassadors as a part of your marketing strategy:
1. Brand Ambassadors humanize your brand
Simply put, humanizing your brand means being personable in the way you communicate with prospects, leads, and customers. It incorporates the idea of cultivating a brand personality by making meaningful and memorable connections with your target audience.
According to Nielsen’s report, 84% of consumers value recommendations from friends and family above all forms of advertising – additionally, 77% of consumers are likely to make a purchase after hearing about it from someone they trust.
In some cases, this may mean that you have a spokesperson or brand ambassador who speaks on your company’s behalf and gives a literal face to the brand you’re building, as one-on-one chats are more personal and rarer in this day and age. Letting customers know that you hear them, care about them and appreciate their personal needs is one of the best ways to humanize your brand.
A great example of humanizing a brand would be the Redecan Brand Ambassador (RBA) program. BTI has recently hired a team of brand ambassadors to represent Redecan, and we selected the best fit for the brand based on their expertise in the cannabis industry and their ability to make human connections.
Our brand ambassadors humanize the Redecan brand in cannabis retail stores to educate customers and employees about the Redecan brand and its products. They set up a branded pop-up booth in stores, engage with consumers, build relationships, educate, and entertain questions. They develop human connections with consumers and encourage them to buy the best quality cannabis products provided by Redecan. They also make great relationships with the budtenders, help them understand the story of Redecan, and provide them with Redecan marketing tools to promote more sales from their stores.
2. More trust and brand awareness
Today, people are so exposed to information overload that they have now subconsciously learned to cut through the advertising and marketing noise and ignore what they think is irrelevant to them. Even if they feel an advertising message is relevant to them, they may not completely trust the claims due to a lack of trust with the brand.
According to Nielsen, 92% of consumers from various markets are more inclined to believe people who are in their circles than direct messaging from a brand, and only a third of consumers say they trust traditional ads.
One of the most common reasons why organizations engage ambassadors is to increase brand awareness and build trust among customers. When the majority of an organization’s communication comes directly from the brand, messages are not as trustworthy as when they come from real people who can build a relationship with customers who would trust their recommendations over any advertising.
For Example, RBA’s conduct regular pop-up sessions to try to build that trustworthy relationship with their customers and also with the employees of the stores. After creating and maintaining those relationships, they spread the word for Redecan, which converts into increasing brand awareness among the targeted audience. The consumer trusts the RBA because of their cannabis expertise, they provide consumers with a great deal, and product recommendations. Store employees trust these brand ambassadors because they drive more traffic to their stores helping them get more customers, and providing them with accurate marketing tools, stats, facts to increase sales of Redecan products.
3. Resonate with an audience better than you can
Your ambassadors have an easier time connecting with your audience than you do. This is because they are typically experts in the field. And not to mention they are speaking directly to consumers. Plus, their enthusiasm for the product comes off as genuine, and that is the real reason they have an easier time resonating with customers and employees.
For example, RBA’s are enthusiastic young people who are really passionate about cannabis, and they resonate best with the target audience, helping create better and long-lasting relationships.
Brand ambassadors can hit different demographics in regions you may not be able to market to. It’s one cost-effective way to widen your marketing without having to put much money or effort into it. You provide the product, and your brand ambassadors take care of the rest.
Want to learn more about brand ambassadors? Contact our expert connectors today for more information.