brand ambassador whitepaper smes
Connect with your target market through brand ambassadors to increase customer engagement and sales.AMBASSADORS
CREATED EXCLUSIVELY FOR AUSTRALIAN SME FOOD AND BEVERAGE BRANDS
Ambassadors give a ‘face’ to our brand, and allow us to communicate with our target market in a way that is engaging,
efficient, entertaining and educational.
Ambassadors allow us to deliver a huge amount of information in a very short space of time, and in a way that is willingly received by our audience. We are creating relationships with them, so it’s important to
understand their needs before we focus on ours.
By providing a relatable, aspirational or inspirational personification of your brand, your are able to influence your audience in ways that they
are receptive to.
There’s a rapidly increasing trend of people seeking out information and recommendations from other people, on which they base their
purchasing decisions….and what we’re getting is good old fashioned ‘word of mouth’ made infinitely more powerful by online
THE POWEROF A BRANDAMBASSADOR
It’s exciting to be an SME company in Australia, and the opportunities for growth and success are abundant.
However, it’s always those companies who are smart with marketing that get ahead of the rest and really make an impact on their sales, brand awareness and the way they engage their customers.
SME Food and Beverage companies in Australia share many of the same challenges, and when it comes to marketing, it can be overwhelming, at times quite frustrating, and to be quite frank, there is a lot of money being wasted on ineffective and outdated marketing activities.
CUSTOMER ENGAGEMENT & INTERACTION
SOCIAL MEDIA CONTENT AND STRATEGY
BRAND AWARENESS & KNOWLEDGE
Feel disconnected from customers, and don’t really know much about them. Missing out on opportunities to develop rapport and increase sales.
Struggle to be seen and heard in a busy market. Feel like people don’t really understand your brand and you are missing out on sales.
Lack of time, content and strategy to create and develop effective communication and activity with current customers and increase reach to target market.
Truly Connected and effective communication with loyal customers
Consumer behavior is effortlessly influencedPersonalised content beyond simply advertising
Generalised information sharing
One directional advertising
No marketing activities6
Where you want to be
Where you don’t want to be
EFFECTIVEMARKETINGTO YOUR TARGET MARKET
make this possible
HOW IT WORKS
Ambassadors are an extension and enhancement of our marketing and advertising activities. Billboards and flashy adverts used to sell stuff, and global brands held all the power.
With social media and the lean towards trust-based purchases based on personal recommendations and the 'humanising' of companies, now more than ever we are seeing how brand ambassadors allow a company to connect with their market in a personal and 'soft' way.
The consumer wants to trust and feel a personal connection with a brand, and ambassadors are the connector between brand and buyer.
We engage ambassadors who represent our brand both in their persona and their activities, and are able to engage with our target market in a way that develops rapport and positively influences their consumer choices.
InformationalAn expert in their field who can provide brand focused information that is relevant to the target market.
AspirationalAmbassador has achieved something that target market believes is possible for them too.
InspirationalTarget market looks up to this ambassador, and is inspired by their incredible abilities and achievements.
RelatableAmbassador shares target market demographics, experiences, culture, activities, age, appearance, lifestyle, issues or any combination of these.
74%of consumers say Recommendations are a key influencer in their purchasing decisions.
Inbound marketing costs about
50% Less to generate than traditional outbound marketing i.e radio & magazine adverts, flyers etc
Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old fashioned advertising We need to stop interrupting what people are interested in & be what people are interested in.” CRAIG DAVIS, CHIEF CREATIVE OFFICER, J. WALTER THOMPSON
86% of people skip ads on tv and radio
OUTBOUND INBOUND RECOMMENDATION
HOW BRAND AMBASSADORS BOOST CONSUMER TRUST792
The average network of a non celebrity ambassador
Adverts & Catalogues
Actors, Musicians, Artists, Dancers
They all offer something different!
Local legends to global champions
Nutritionists, Chefs, Scientists, Coaches
Factory workers to Senior Executives
Long term and current consumers
Great achievements and overcoming adversities
WHO CAN BE A BRAND AMBASSADOR
THE ATHLETEAthletes are always an obvious choice when it comes to promoting consumables. They offer a health
and wellbeing focus, and are often good role models for children and adults! They are inspirational, and their participation in large, public, and often televised events offers a brand exciting and current
opportunities to entertain and further engage their target market and current customers.
Athletes bring a whole range of opportunities to a brand, including their fan base and sport-based networks, as well as great content for social media, and participating in face to face events and
Celebrities were the first official brand ambassadors, when the concept was first officially termed back in the 1920’s. Celebrity ambassadors offer an existing, large network as well as their own strong personal brand (which should be fundamentally aligned with our brand).
Celebrities inspire and influence thousands and sometimes millions of people, and come to a brand with existing professional skills and evidence of audience engagement (likeability!).
The celebrity ambassador offers a brand the opportunity for increased credibility and brand awareness, as well as providing great content for their social media and other marketing activities.
THE EVERYDAY HERO
The professional and qualified ambassador, who not only endorses a brand and it’s products, but is able to provide supporting information to further engage and enhance the target markets understanding of and experience with the brand.
This ambassador builds trusts, adds credibility to your brand, and is a great source of relevant and up to date industry information. They can provide great content for your marketing, particularly social media, they are often active in the media and offer some incredibly value benefits to your brand when it comes to face to face interaction with your target market, such as attending expo’s and community events!
Overcoming a terrible tragedy, summiting 7 mountain peaks, or making a life-changing decision at the age of 40….these are just some of the ways an otherwise average person can become a great conduit between you and your target market.
By engaging an ambassador who has achieved something remarkable, yet in every other was is the same as your target market, your brand can be represented in a way that your target market can really relate to. This very quickly builds trust, and can be a very effective way to build strong emotional connections between your brand and customers.
A customer endorsement of a certain product can be more effective than high paid ads or thousands of direct mail flyers.
Testimonials can make or break brands. Look at movie companies that spend millions of dollars of advertisements for the film’s opening weekend, only to have the movie flop after the first weekend because of negative word of mouth. In this digital age, a tweet or status update can potentially sway thousands of minds.
You may already have people who love your business and would be willing ambassadors. You just have to identify the right ones and empower them.
THE EMPLOYEEWhen employees make contact with existing or potential customers, they give meaning and dimension to a company’s brand promise.
The best employee brand ambassadors don’t stop doing this at the end of the workday. They continue to share the virtues and values of their company’s brand even when they are off the clock — in conversations with friends, family, neighbours, and on social media.
HOW AMBASSADORS BENEFIT YOUR BRAND
Increase brand awareness and connect you with your target market
Value for money investment compared to traditional forms of advertising.
Connect your brand with their networks and audience
Engage, educate and entertain your current audience
Delivers information efficiently and effectively, requiring minimal audience time and effort
Gives visibility and a persona to your brand that endears you to your target market
Allow your audience to experience your brand vicariously and build rapport and trust
Provide content for your marketing activities that can be used across multiple platforms
Adds credibility through association and through personal endorsement of your brand
Events Attend trade shows, industry events, corporate functions, community events and other strategic activities
Media Spokesperson and brand representative
Social Media Content creation, content sharing, network and relationship development
Promotion Direct promotion via their network, brand’s network or new (or increased) market sector
Visual content Images used across all advertising and marketing activities
Storytelling Their personal experience with the brand, their life experience, their day-to-day activities, journey, participation in key events and activities.
Blog Engage, entertain and connect through regular and generosity-based writing
Testimonials Written or audio visual endorsements of brand12
MEASURABLE OUTCOMESHaving a clear understanding of our brand and our objective, allows us to engage the right ambassadors..When we align our Brand Ambassador activities with our marketing activities and brand objectives, we can create clear and measurable objectives with short and long term goals.
Increase product sales by 10% in 4 specific cities within 9 months
Increase social media network by 20% within 6 months
Increase Facebook post engagement (comments and likes) by 10% in 9 months
STRIKE WHILE IT’S HOTAsk yourself these 3 questions:
1. Are we getting what we really want (and need) out of our current marketing activities?
2. Could we be connecting better with our customers, do they really understand us…and do we understand them?
3. Are there other opportunities for us to connect with more customers and really grow our brand?
I bring experience from 10 years in marketing; the last 5 spent working with brand ambassadors from around the world (and the companies who engage them), helping them create commercially smart, meaningful and effective partnerships.
When it comes to representing your brand, you want ambassadors who share your values and can promote your brand naturally, with integrity, and maintaining authenticity and credibility.
I really believe that the best brand ambassador is the one who is right for you, and that’s what I am great at helping you with!
I love working with brands to identify opportunities and the right ambassador for your brand then create a strategy that is intrinsically linked with brand objectives and marketing activities.
Let’s talk! 0468 601 [email protected]