Brand Ambassadors, whether paid or unpaid, have a critical role that’s often overlooked and sometimes regarded as a line item first to cut, budget time.
The truth is, the best Brand Ambassadors mirror your voice and attitude in the marketplace. They take a company’s concept, stats and goals and create, then deliver, a message that feels authentic. Their job is to connect with your target audience and influence them in a positive way.
Busy managers and executives with aggressive goals sometimes forget that the Brand Ambassadors who carry your flag are people too. Unconsciously, they can change their marketing tone if you forget to treat them as part of your team, barely pay attention or put inexperienced managers — who don’t understand group dynamics or the value of outsourced staff — as first command.
Brand Ambassadors who showcase your products and services are valued allies in your PR and marketing efforts. Maximize their output and high energy when you work together.
Here are 3 Ways to Motivate Your Brand Ambassadors
- Acknowledge that a Brand Ambassador has an important role, just as important as a sales or marketing team member. They’ll wear your brand, give a face to your company and hopefully convey heart and soul as well. Show them the respect that they deserve as they interact with your prospects, clients and colleagues. There’s an incredible upside to being valued as part of a team.
- Appreciate Brand Ambassadors as front line reps and show them love, even if it’s in small ways; invite them to company meetings, trainings and give them VIP access and parking if available when they’re working a high profile event. If tickets are plentiful at a certain venue, consider offering them as a thank you. Often, complimentary tickets get discarded, and it’s heartbreaking for some to see the waste. As in life, the gesture of sharing goes a long way and generosity is seldom forgotten.
- Allow Brand Ambassadors the flexibility to deliver your message, in their voice. Every Brand Ambassador, like every person, has their own unique style, tone and timing — and the ways that people listen can be as varied. Be open to different communication styles to reach a wide and multi-cultural marketplace and honor their freedom to express themselves within the guidelines of the brand. With the high-tech world that we live in, there’s never been a better time to reach out and touch someone.
Brand Ambassadors touch one person at a time in ways that social media can’t.
Make every touch point count, from the top down.