As is often said, and rightly so, a company lives by its customers. Your customers are your turnover. But among these customers, some have a privileged role: they are the brand Ambassador marketing. What do you recognize as genuine ambassadors of a brand or a company?
What is a brand
ambassador?
In diplomacy, an ambassador is a person in charge of
representing a state to another state. This term has been used by marketing to
define a specific category of customers.
In marketing, an ambassador is a person who promotes a
brand, a product or a business in a spontaneous way. The ambassador is
primarily a prescriber, someone who speaks positively about your company or
your brand to other consumers. To benefit from this growth relay, your company
must already have a good brand image.
Ambassador-mark
To understand what it is about and to be able to better use
the ambassadors in your strategic approach, we propose you a list of criteria
which make it possible to identify a (good) ambassador of mark.
1- A brand ambassador is a person who appreciates you enormously
To praise the merits of your products and to praise your
business, which is more about volunteering, the ambassador needs to appreciate
your brand. This is the first criterion, the most intuitive: an ambassador
appreciates you so much that he wishes to share his enthusiasm around him.
Ambassador-appreciated-mark
1-This criterion gives a first indication of how to generate
ambassadors: you must create customer satisfaction. By doing everything to make
your customers as satisfied as possible (through your products, services,
after-sales service, etc.), you increase your chances of turning your customers
into ambassadors.
2- A brand ambassador does not belong to the company
An ambassador, in the true sense of the word, is above all a
consumer, a person who buys and uses your products and services. Apple's
ambassadors are first and foremost aficionados of the apple brand (we all know
them!).
Ambassador-mark-apple
Therefore, the "true" ambassador is a person who
does not belong to the company but who is in a personal and disinterested way .
Which excludes automatically: salespeople, community managers, press officers
and more broadly all the people who within a company have the function of
promoting the brand.
However, the marketing literature has the concept of
internal brand ambassadors , which refers to the trades just mentioned. But it
is not this category of ambassadors that we are referring to in this article.
3- A quality brand ambassador is an influential person
An ambassador is someone who is listened to. A true
ambassador (a "good" ambassador) is someone who is influential and
enjoys an audience . This is an important criterion for spotting its
ambassadors. An ambassador is usually very active on social networks or has a
blog that regularly showcases your products.
Ambassador-brand-influencer
Good to know: it is now quite easy to identify the
influencers of a brand on the internet. Just type the appropriate keywords in
the search engines. The score also measures the level of influence of a person
on social networks.
4- A brand ambassador acts voluntarily
For an ambassador to be truly listened to, he must be as
impartial as possible . This excludes trade ambassadors, hired and paid to
promote your brand. Unmasking a fake ambassador can have a very negative effect
on your brand image and create a phenomenon of "bad-buzz" around you.
After, nothing forbids pampering its ambassadors by offering
products, VIP invitations. But this only happens in a second time (see below).
5- An ambassador interacts with the brand
Dialogue does not just happen between your ambassadors and
their audience, but also between you and your ambassadors. Ambassadors have an
emotional relationship with your brand . They are people who are looking for a
dialogue with you, who give you feedback from customers, who can make proposals
to improve your products or services.
Ambassadors are people who build a constructive relationship
with you and who feel involved in the business.
6- A brand ambassador is ready to participate in your events
An ambassador is not just someone who appreciates your brand
(it's a necessary but not a sufficient criterion), it's mostly a person who
plays an active role in the life and promotion of your brand .
The ambassadors of a brand are found in the events organized
by it, or around it. They demonstrate a voluntary approach to all participatory
projects you launch (social media campaigns, advertising spots, etc.).
Ambassador-brand-invitation-event
Discover How to collect reviews following an event.
The brand ambassador and you: a long-term relationship
Last criterion of a quality ambassador: the relationship he
has with you is a lasting relationship. That's why we talk about brand
ambassadors: an ambassador appreciates a company as a whole, not just a
particular product. An ambassador is someone who loves Nintendo, not just Mario
Kart.
A true ambassador never reduces a brand to a finite set of
products. For an ambassador, a brand, it is also a philosophy, a mindset,
environment, quality of service, etc . It is for this reason that the
relationship with an ambassador is sustainable. The ambassador does not desert
following the placing on the market of a product that he likes less.
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