One of the most common questions we receive from the brands we work with is, “how do we create an ambassador program?” And while running an ambassador program can seem like a daunting task we have found that by following these 7 steps you will be on your way to a successful brand ambassador activation. So let’s get to it!
How to create a successful brand ambassador program
Step 1. Research & Goals
As with most things in life, one of the biggest keys to your ambassador programs success is knowing what you hope to accomplish. Is your goal to drive sales, get customer feedback, or create content? Maybe it’s all three. Are you looking at specific markets or national? What is your campaign budget? What does your ideal brand ambassador look like? How do you plan on compensating the ambassador? What are other companies doing that is or is not working? Take the time to talk to your accountant about the best ways to pay your ambassadors. Spending the time to determine these factors up front will save you a lot of headache once you get going. Dial in on your target KPI and set your goals based on what your team needs to see from the program to view it as a success. Then step back and make sure your goals are realistic.
Step 2. Outline Your Plan of Action
Once you determine your campaign goals and budget it’s time to put together your plan of action. This will be how you plan to achieve the goals you set to make the program a success, while keeping it within your chosen budget. This is where a little creativity and experience comes in. But if you have done your research on what other brands are doing you should have a good idea of where to start. If you do find yourself stuck in the planning phase, just send us a message. We are here to help!
Step 3. Creating Ambassador Job Description and Compensation Structure
Once you have your plan of action it’s time to put together an ambassador job description to help attract top talent for your brand. The description will be based on what you are looking to have the reps do, when, where, and how they will be compensated. There are a few ways to compensate ambassadors, we’ve put together an article here that goes into the options in more detail on the pros and cons of paid and incentive based compensation for ambassadors.
Step 4. Recruiting and Vetting
This step is easier to write than to accomplish. Some brands find that recruiting is the hardest part of process. Along with being difficult, recruiting and vetting tends to be the most important part of most programs. The quality of the people you hire will in the end, determine the success of the program. The difference in the management time needed and results between a few self motivated rock stars and a few that need constant pushing to complete the bare minimum can make or break your program. As far as where to post your ad, obviously you should start here at Reppr and our database on 20,000+ reps. Did I mention it’s free! Beyond that, there are a few options like craigslist, facebook jobs, and linkedIn.
Step 5. Agreement & Onboarding
Once you have recruited and vetted a qualified candidate for your program it’s time to get them an agreement with the terms of the program, their expectations, time frame, any specific agreed upon tasks, the ambassadors compensation, and how/when they will be compensated. After the agreement is signed it’s time to onboard your new brand ambassador. We always recommend brands spend the time to put together a pdf overview of the brand, what your offer (product/service), what separates you from your competition, any how to info needed to help educate the consumer on using the product/service, and a list of frequently asked questions and answers.
Step 6. Management and Reporting
This is where the rubber meets the road. Managing your ambassadors day to day will be a vital part of the campaigns overall success. Some ambassadors will make the job easy, others not so much. The key is to find a way to organize your team. This is also a good point to remind you that it’s easier to scale up an ambassador campaign once you have the systems in place vs going too big too fast and overwhelming yourself. Managing the reporting from your ambassadors can be done in a variety of ways and often comes down to your target KPI. Are you tracking sales, email collections, or app downloads? How are you tracking these numbers? These will play a part in how and what data you can collect and report from the program.
Step 7. Payment & Accounting
This step is better left to you and your accountant but I will say it’s not a step to be overlooked. Depending on the total number of reps and total compensation there can be things like taxes and micro payment limits to take into account. Make sure to include your payment plan and taxes into your research process from the beginning and always consult with your accountant.
Well there you have it! How to create a brand ambassador campaign in 7, almost easy steps. If you have any questions or comments on setting up your brands ambassador program please make sure to leave a comment below or reach out to one of us here at Reppr!