What characteristics of a brand ambassador make him/her great?! Here are our thoughts to what qualities make a brand ambassador.
Field marketing teams are charged with interacting with a wide array of audiences. Great communication skills are a must. Brand ambassadors are comfortable speaking with the general public, specific audience targets, brand representatives at every level across the client organization and of course, the field marketing management teams. Each brand ambassador must communicate key talking points in a natural way.
A great brand ambassador has heart. He/she is passionate about the campaign, the brand in which they’re activating and the work that’s being done. When a brand ambassador loves his/her job, it shows. It’s also important that brand ambassadors make the audience feel cared for as they engage with them during the campaign.
A great brand ambassador is not just passionate for the work, he/she is authentically connected to the brand or campaign message. When we hire brand ambassadors, we consider how the staff truly represent the brand. There must be synergy between them and the brand, itself. Their authenticity will resonate with audiences. A brand ambassador’s gotta “fit” into the campaign organically, or it just won’t work well.
Field marketing teams deliver amazing experiences. But, they can’t confidently deliver unless they’re well-trained on the campaign, objectives, client and audience. As representatives of the brand, they must be knowledgeable and able to perform the job excellently.
Brand ambassadors are high energy, friendly and outgoing. It’s their job to inspire audience participation and engagement. Therefore, they must radiate a welcoming warmth that invites an audience into the brand activation. A brand ambassador’s spirit excites the audience and moves them to action.
Certain field marketing campaigns require different levels of skills. For food sampling, brand ambassadors must be certified to handle and serve food. If they are operating a field marketing vehicle, they must be road tested with clean driving records. They’ll be trained on any campaign media formats, such as a sampling bike, Segway, JetPack or ad balloon. Beyond engaging with audiences, field marketing teams manage all of the necessary equipment. The campaign staff are a large part of our operational excellence, so we hire and train brand ambassadors based on skills needed for each campaign.
Brand ambassadors adhere to all campaign specifics, including following the schedule/routing and which attire to wear. They are professional brand representatives and always remain professional – appearance and otherwise. A field marketing manager will oversee the brand ambassadors during every campaign and respond quickly to any issues that may arise.
Brand ambassadors are the eyes and ears of each campaign. They need to take photos, collect feedback and track all campaign KPIs to report back to the client brand. Just as trusted reporters for the New York Times are, brand ambassadors, too, are honest and transparent about what transpires every day in the field.
One characteristic of a brand ambassador that can’t be overlooked is his/her ability to think on his/her feet. We need resourceful problem-solvers in the field who can adjust to any obstacle a field marketing campaign may encounter.
Last but not least, brand ambassadors are fun! They are the type of people you want at your brand party and will put smiles on the audience’s faces. They entertain as well as educate, and they are people that most enjoy meeting.
Every campaign is unique and tailored to the client and campaign goals. Yet, the characteristics of a brand ambassador tend to stay similar across all campaigns. It’s the anatomy of a brand ambassador that makes him/her an incredible representative for your brand in market.
We take sourcing campaign talent very seriously. We work hard to match the right staff to each brand and each campaign. We know that keeping your brand reputation in tact is important, and we strive to only put the best brand ambassadors for you on your campaign.
To learn more about our field marketing campaigns, say hello.