Consumers’ perception of a brand, product, service, or company, is often more affected by a direct person-to-person experience. While each BRAND AMBASSADOR (BA) may not be directly employed by the company they represent, they can be trained to answer questions and provide customer feedback regarding products, services and brand appeal. There are company employed and non-company employed BAs while celebrity and non-celebrity varieties can be used depending on desired objectives.
The responsibilities of the promotional ambassador depend on the particular marketing campaign being carried out, and may include: increasing product awareness; providing product information; creating an association in the consumer’s mind between the product or brand and a particular idea; handing items to consumers, such as a sample of the product itself, a small gift, or printed information.
Marketing campaigns that make use of Brand Ambassadors may take place in retail stores or shopping malls, at[trade shows, special promotional events, clubs, or even at outdoor public spaces. They are often planned at high traffic locations to reach as many consumers as possible, or at venues at which a particular type of target consumer is expected to be present.
There is virtually no type of business that cannot profit from the use of promotional model. Firms involved in high end services and products will do well to leverage persons with good looks and/or social goodwill as brand ambassadors while for every-day consumer goods almost anyone can do so long as the proposed BA has proper person packaging, adequate product knowledge and is friendly.