Companies in the United States have long been fully utilizing the concept of “brand ambassador” and its mechanics in their marketing activities. Let’s go beyond the titbits of it and take an in-depth look into the concept of a brand ambassador?
A brand ambassador and their role
All brands struggle to show themselves at their absolute best to their target market. They want to not only convince the consumer of the quality of their product but also to communicate the qualities and values their products and services offer. But doing so can be a real challenge.
In the modern era, a brand ambassador’s mission is to connect and link a brand with its audience in the most credible way.
What is brand advocacy in marketing? What is the role of the brand ambassador in a marketing campaign, and why do social networks lay the foundations for this new era of online marketing? Let’s find out.
Brand ambassador: What is it, and why it is fashionable?
A brand ambassador represents the corporate identity of a company and brings its products, services, and values to the consumer. Halfway between marketing and management, ambassadors become the face of brands; therefore, they must be people who are liked by the general public.
If companies have the necessary budget, they hire popular and known people as their brand ambassadors. However, in recent years, the trend has also led companies to hire less popular brand ambassadors as an employee.
The future is young!
Young people are increasingly volunteering to become ambassadors for a profession, a brand or an organization. It’s a great way to start your professional network. Let’s zoom on the activities of a campus rep.
What is a campus rep?
A campus rep is a student working as a brand ambassador to spread the word about a brand in their institution or circle. It’s not just a great way for students to earn, but it also gives them an unmatched opportunity to learn hardcore marketing in real-time by planning, acting and monitoring the marketing strategies that work in the real world – it’s something that no educational institution is able to teach them.
Why become a campus rep?
Why would I become an ambassador or campus rep when I have a tight schedule, classes and loads of work? It is not always easy for a young student to tie the hectic student life and a lucrative professional life. However, this is one of the professions that fit well for students. The majority of the students want to earn money by publishing content and social media as influencers – in the technical sense, this career is quite similar.
All you need to become the best brand ambassador in the world is to have an opinion that changes the world.
Nearly one out of two students work during their studies. That’s why companies have decided to recruit students to become ambassadors of their brand. It’s not just some companies, but the biggest companies around the world, including Indeed, Google, Amazon and Orange, all offering amazing programs of young ambassadors.
With the digital revolution, the role of student ambassadors has evolved greatly. No more hours spent towing or giving goodies dressed with an array of clothes that look like an advertising sign! Today, the presence is mainly on social networks in the form of groups of exchange and discussion. The role of ambassador joins the role of influencers who are paid to promote a brand in a post, a video or a story.
Why a company must bet on a campus rep?
Campus reps are leading the marketing sector as one of the unavoidable marketing strategies for companies with a growth mindset. The advantage of using campus reps and young ambassadors is to connect with the young audience and market in the most natural way possible. People tend to listen to their peers’ recommendations more than anything else.
Opening doors for the youth
It’s also a great way to be known among the students as a brand and increase visibility. Investing in a student also makes it easier to get a young talent out of school – at Reppr, our reward is to help young students learn and see them implement amazing strategies out there in the real world.
What does a brand ambassador do?
Ambassadors attract public attention to specific brands, companies, or products with spots, publications or offline promotional actions. This strategy has more to do with making contact with the selected target audience than selling products.
The brand ambassadors often initiate a conversation about a company or a product in a social setting. On social networks, good publications with images, videos, and stories do the magic – in events, they start debates, offer test products or distribute samples. In a corporate event, they might engage people directly or grab their attention one way or the other to communicate the company’s message – in a positive way. Whatever style, a brand ambassador helps to increase the visibility of the brand.
It is necessary to define and implement an appropriate communication strategy for each channel. From endorsing the brand’s clothes to taking care of a sensitive situation, a brand ambassador does it all through representing a kind and positive image. All these actions are intended to unite the client even more with the brand and increase loyalty.
What qualities should a brand ambassador have?
Becoming the public face of a brand requires having at least three qualities:
- The ambassadors must familiarize themselves with the brand completely to appear authentic and represent both the brand and its values. An expert PR company can help you find profiles of people with a pleasant image and a good reputation who can naturally connect with your brand. For example, a kitchen lover who offers recipes and photos of his culinary creations on his Instagram account would be a perfect candidate as a brand ambassador for a food brand.
- A brand ambassador is communicative and has good contacts. Going to fairs and social events on behalf of the brand implies being outgoing and proactive while conveying a positive image. If you already have contacts and fame, it is easier for the public to identify you. The ambassador’s good reputation is something a brand can cash on in terms of maximizing market visibility.
- A brand ambassador, for both online and offline events, is well informed and equipped with unmatched product knowledge. This also means competently answering both general and technical questions because, instead of selling a product, a brand ambassador rather plays the role of a specialist with some experience. If he does not know the company and its products well, he will probably end up giving a negative impression to the target audience. This can actually backfire and ultimately influence the reputation of the brand.
Here’s a quick fact: A brand ambassador can’t be shy or reserved – they must sell well and give a good impression. It’s essential to communicate the values of the company to the target audience in the most appropriate way.
Who is your good brand ambassador?
Companies today have every interest to bet on influence marketing and, more specifically, on “micro-influencers”. With smaller communities, they are often better ‘sellers’ for your brand.
Their communication skills are often underestimated – brand promoters can highlight your company as a whole and make an impact by spreading the word everywhere around them. With the rise of social networks, a brand ambassador can now convey your message through shares, likes, retweets, and stories on their social media profiles.
They provide a massive opportunity to show your product to a global audience, allowing them to talk about it or have it tested and gain the trust of a much greater market with considerably less effort.
Behind the scenes
A brand is the most valuable resource a company can own. Brand ambassadors can help your employees responsible for advertising and sales to increase the value of the brand by representing it to the public it is aimed at.
Product brand development
“Branding” is the process of creating a unique image for a certain product or service while considering the audience to which it will be directed. A product that could well be a common commodity can become a recognized brand. For example, Chiquita is a brand of bananas, and Ozarka is a watermark. If a certain product or service gets a positive and well-received image as a trademark, then it will become more valuable. For instance, Coca-Cola is often considered the most valuable brand in the world.
Brand ambassadors embody everything that the brand represents. They create awareness, attention and attract potential customers. At trade shows and conventions, the ambassadors hired by the company attract attention and lead people directly to their positions. From Apple to Coca-Cola, several business giants are running some of the biggest campus rep programs around the world because it’s extremely effective. Campus reps create a culture around your brand with sincerity and youthful vigor – this program is one of the most energetic ways to let them create a credible impression of your brand among their friends, college students, groups and trendsetters. They can influence communities and create a highly personalized relationship between your brand and people.
How to find a campus rep?
If you want to find someone having these qualities, Reppr can find you the perfect match. With a versatile network of young campus reps, Reppr finds campus reps for you who have already created a name as an influencer and have both a certain number of followers and good contacts. Suitable candidates for this type of position usually require some experience in public relations, events, and brand marketing.
Many companies also look for brand ambassadors internally as an employee marketing strategy. In this case, the interest falls on-campus reps with stories worth telling or wanting to write reports about fairs they have visited so that they are actively involved in the company’s own channels. The range of tasks ranges from blog posts and social networks to the classic similar tasks of a brand ambassador at fairs, appointments with clients or any other type of event that the company attends.
Reppr makes it easier than ever for you to find young geniuses to start talking about your brand! Just post your program or project details by filling out our simple program form here, and let us run it for you! First, we hunt, then we recruit – later we buckle you up to sit back and watch your content start flowing in.
How much does a campus rep cost?
The financial compensation for this work varies greatly depending on the sector, the qualification, and the professional experience. Sometimes even bonuses are offered in addition to the fixed salary. The specialization is also important. Brand ambassadors can be recruited for publications on social networks in exchange for a salary that can be quite high depending on the number of followers they have.
Do you want to learn more about the ‘benefits of campus reps that would help you build brand culture?’ Here’s a quick guide! Follow this series to learn what you need to know about why you must follow what the biggest companies in the world like Google, Indeed and Amazon are doing with young campus reps! Stay tuned!