15 Mar 5 tips for hiring the best brand ambassadors
Brand ambassadors (BA) programs have become a go-to marketing strategy over the last few years, but the idea has exploded during 2017. Why brand ambassador programs? The problem face by so many businesses face is that the consumer knows they are being marketed to. The plethora of ads pushed on an individual day after day has made it difficult for people to decide what is trustworthy versus phony. Whether it’s in person or at an event, BAs are pulling in new customers for all kinds of companies, and yours could be benefiting from this wildly effective strategy, too.
So which candidates will make the best brand ambassadors?
1. Those who fit your target demographic
Ensuring your target demographic is mirrored in your BAs is essential. The consumer will feel comfortable to speak with the BA right away, and will be more likely to take the time to consider what they have to say because people connect with similar people.
2. The social butterflies
People connect with people, especially when they are authentic, genuine, and relatable. Find BAs that spark conversation with ease and can charm just about anyone. Friendly, kind, and charismatic are qualities that are mandatory to have when it comes to representation. People trust recommendations and opinions of people that they connect with.
3. People with reach and resonance
People with a natural ability to influence their peers are the kind of people you’ll want to hire. Social media influencers are often good options to reach out to if you desire more digital traffic. Otherwise, people that have held leadership positions elsewhere, had marketing or advertising related work, or simply persuasive personalities are traits that are important to look for in a potential BA.
4. Quick learners with deep understanding
Your BAs need to know the product or service like the back of their hand. BAs are providing potential customers a valuable experience by allowing them to connect with someone that can answer all questions that may arise, thus creating a greater chance to turn a potential customer into a lifelong customer. Make sure your BAs are armed with as much information as possible, then some, so they are ready to educate your new customers.
5. People with a passion for your brand
The best brand ambassador you can have is someone that already has a passion for your brand. It’s hard to fake excitement, so having someone with true and genuine passion for your product will only benefit your company’s sales. Plus, the brand ambassador will be more likely to talk up your products because of their excitement about being a part of your team.
Our Senior Vice President, Drew McCartt says “Brand ambassadors are imperative to bringing a brand to life and creating a dialogue in a way no other type of marketing can achieve in an honest and authentic way. Nothing compares to one-on-one, face-to-face engagement to drive results.” For more information about how to create a dialogue about your company using brand ambassadors, check out Drew’s interview with Smart Business.
So hop on the brand ambassador train! It might just be the missing link that your company’s been needing.