The power of Brand Ambassadors

• Free up your own staff to get on with real jobs
•  ‘On-tap’ team of experts, no overheads
• Extend the reach of own marketing department

Face to face communication is now (finally) recognised as the most powerful way to engage with and educate a target audience, yet many companies still do not properly exploit this route to maximise the full potential of their brands. Rather than calling in professional expertise they continue (whether due to lack of budget or thought) to use their own employees or promotional staff to represent their brand.

Promotional staff are fine for straightforward sampling by an untargeted audience, but they are definitely not right for communicating the brand. They may be slightly cheaper but they often know very little about the product or service and its associated brand values; as a consequence they do not produce really tangible results.

Companies’ own staff, undoubted experts on the products, all too often lack the right communication skills to deal with the general public or indeed the stamina for long days in the field. In addition, it is rarely cost-effective or practical to take staff away from their day jobs for extended periods of time.

The event business has long championed this issue, and has vigorously promoted the use of Brand Ambassadors. These are individuals carefully selected to match the profile of the brand, in possession of superb communication skills and with the ability to approach and engage people from all walks of life. Regular and in-depth brand and product training is essential, not only to fully immerse the brand ambassadors in the products but also to give them a full understanding of the bigger picture i.e. the history, culture and values of the brand and its target market.

In the last few years the event business have recruited and managed teams of Brand Ambassadors for two of our main clients, to great effect.

Land Rover Brand Ambassadors increase data capture by 100%
Land Rover Brand Ambassadors represent the brand at all customer-facing UK events from exhibitions such as The Boat Show and International Motor Show to Lifestyle and Ride and Drive events throughout the year. The equal ratio male:female team has been very carefully selected for their ability to approach and relate to all sorts of customers and prospects ranging in age from 20 to 60 years. Since taking over this role from Land Rover’s own staff the data capture and sales results have increased by a staggering 100%.

Rimmel Brand Ambassadors bring fresh-faced expertise
The event business run this make-up team for cosmetics giant Coty. They are a young, fun and sassy team of girls and boys, not only expert make-up artists but great communicators, perfectly reflecting the brand’s culture and values.

To request more case studies from various clients please click here