According to the type of marketing activities, ambassadorship of a commercial form can be:
- online – when an opinion leader promotes a brand on the Internet, for example by posting photos on social of a commercial form networks or conducting surveys;
- offline – takes place outside the telegram data network, for example, when an ambassador participates in the opening of new brand stores.
In real life, the offline format is almost never encountered separately, as it is interconnected with online. Usually, brands practice both types of ambassadorship.
Where companies look for ambassadors
Brands can make ambassadors not only show business stars or bloggers, but also regular customers, experts from related fields and even their of a commercial form employees. To find an ambassador, the company forms its requirements food ordering apps with customizable menus and values for representatives, after which it selects search channels.
Most often, brands attract influencers who:
- agree with the company’s values and ideas;
- engage its target audience.
Sometimes brands choose to partner with customers who already use their products, which allows for more natural advertising.
You can find a brand ambassador in the following ways:
- place an ad on a platform where the brand already interacts with the target audience, for example, in a VKontakte social network group;
- open a call for applications or organize a competition on the company’s website, as many Russian brands do;
- select suitable representatives in social networks and send them messages with an offer of cooperation.
How brands collaborate with ambassadors
In order for the partnership to bring the desired results, a systematic approach is important. Therefore, brands create special buy lead programs and specify the terms of cooperation. As a rule, before searching for ambassadors, the brand states:
- the method of communication with the representative, including the frequency of calls, reporting and personal meetings;
- a plan containing the work objectives and the amount of remuneration for the ambassador;
- rules that allow you to control the results of cooperation;
- a list of marketing tasks that representatives will solve;
- format of remuneration payment;
- people who manage work with ambassadors.
When there are few brand ambassadors, one employee can be responsible for working with them. If there are many, several managers are needed.
Finally, let us say that mutual partnership can be very beneficial for both parties, but it must be approached wisely.
