NEWS & UPDATES

January 31, 2008 In Archives By Advent

004: Brand Ambassadors

Brand Ambas­sadors. What are they? Why should I care? Employee, asso­ciate, ambas­sador, evan­ge­list– does it really mat­ter what we call peo­ple? The short answer is yes, but not for the rea­sons you might think.

Just about every expe­ri­en­tial mar­ket­ing event involves peo­ple meet­ing peo­ple. Usu­ally, it′s our tar­get audi­ence inter­act­ing with our paid rep­re­sen­ta­tives. Often, the peo­ple that staff these events, and the train­ing they receive, are a last-minute con­sid­er­a­tion. How­ever, they become the face and voice of the orga­ni­za­tion once a cus­tomer comes in.

Show Notes

00:00 Intro­duc­tion

01:09 What is a Brand Ambassador?

• Any appointed rep­re­sen­ta­tive of a brand or company
• Pur­pose: bring the brand to life

04:08 Why Should I Care?

09:30 How to Imple­ment a Brand Ambas­sador Program

• move from “busi­ness” to “theater”
• from “inter­view­ing” to “casting”
• any­one who is “on-stage” (i.e., comes in con­tact with our audi­ence) is a “star”
• make cast mem­bers a fan of the brand, too
• from “train­ing” to “rehearsals”
• don′t for­get “stag­ing” and “costumes”

16:49 Resources, Links, Comments

Addi­tional Resources

• Full tran­script of episode four
• Adweek: The New Brand Ambassadors
• Blog Entry: Brand Ambas­sador or Brand Drag?
• Cincin­natti Busi­ness Jour­nal: ′Brand Ambas­sadors′ Give Your Busi­ness a Boost

Authored By Advent

Advent partners with organizations to help them visually express differentiation.