His strength lies in the ability to attract and retain the attention of the target audience. His life motto is encoded in the company's advertising slogan. Its goal is to make the consumer fall in love with the brand in order to subsequently provide him with quality service. He always has a plan…
This is a brief description of the main qualities of a brand ambassador (the literal translation of this phrase sounds like “brand ambassador”). By the way, for most of the regular customers of reputable companies, the brand ambassador, or rather, his manner of carrying himself, talking and even his clothing style is almost always identified with the product (service) that he promotes on the world market.
Terms of Reference for a Brand Ambassador
Using the advice of an ambassador, the client will be able to quickly find the product they are looking for, learn how to use it correctly, share the joy of a profitable investment with their immediate environment and, consequently, increase the company's income.
If the company is little known and needs to be promoted, the ambassador's task is to ensure that the brand is represented through public opinion polls. This way of creating and maintaining an image is very popular in Western countries, where a positive assessment of target consumers isthe main sign of a quality product.
A professional brand ambassador is a skilled orator and a charismatic marketer whose salary (and it sometimes reaches 100,000 rubles a month or more) directly depends on his ability to find the right time in almost any situation to pronounce those very words that take a long time. will still sound in the ears, and then fly off the lips of his clients and followers. But brand ambassadors need one more thing to be proud of themselves: this memorable short speech must be a win-win deal.
Artistic is another important trait that a successful brand ambassador must possess. True, the presence of acting talent is not a guarantee of success. A well-built marketing model, for example, has nothing to do with art - it is rather an applied discipline, half consisting of accurate calculations, half of time-tested and tested methods.
The marketing model can be borrowed
The marketing model can be an embodied idea of both the ambassador himself and any other employee of the company. It is also not uncommon for a "marketing bomb" borrowed from someone else's business to bring success to several more companies.
The most well-known marketing model in the post-Soviet territory is the phenomenon conventionally called "word of mouth". The essence of this effective publicity stunt is as follows: when the client is satisfied, he voluntarilyadvertises the product (service) he likes, subconsciously instilling love for the brand in his family and friends.
Alcoholic companies: marketing basics
A real life example can be used as an example of an effective marketing strategy. When the ship with the first batch of champagne was just approaching the Russian shores, a “secret” rumor had already passed on the shore about the smuggling of an exclusive drink. Needless to say, as soon as the “underground worker” managed to moor to the shore, the entire batch of the drink was already sold out?
Modern reputable alcohol companies, with a product range that in many ways exceeds that of a resourceful pioneer ambassador, are able to cover a much larger area with advertising propaganda in places where the target buyer lives. But even well-publicized brands do not neglect the potential that spontaneous advertising provides. The main condition is that a wise coordinator should stand behind advertising information at any level.
A true brand ambassador - always in the know
For the CIS countries, an experienced brand ambassador is a rare phenomenon. A person who has chosen this profession should not only test all the company's products, but also be able to interest the target audience with the information obtained. To do this, he arranges public presentations, tastings and seminars, attends social events and advises potential consumers in all matters relating to the products he promotes on the market.
Ambassador career
A budding marketer whose salary doesn't match his ambitions must be dreaming of becoming an ambassador. To make this profession a part of his life, he will have to work hard:
explore all the components of the promoted product;
be able to correctly describe the goods and services of your company;
know how to help a customer choose between two similar products;
have the ability to captivate the client with stories about the history of the brand;
know how to give a potential consumer the opportunity to fall in love with the products of their favorite company;
- have at least a superficial knowledge of the exact sciences (chemistry, mathematics, and so on) in order, if necessary, to intelligibly tell the client about the benefits of their product.
Brand loy alty is the basis of marketing ethics
Some young Internet entrepreneurs may be surprised to learn that their more successful and famous counterparts are much more concerned about the worthy representation of the brand in the global market than the amount of the check. Often, promoting several brands at once (fortunately, the possibilities of the World Wide Web allow this), novice "ambassadors" are rather invisibly present than identified …
This is not surprising, because the very phrase “brand ambassador” causes a whole bunch of conflicting emotions among the uninitiated. By the way, about emotions. Fruitful work with the consumer begins where reignsinspiration, the eyes of the sales rep shine with sincerity, and every word he utters is dictated by the desire to help the client.
