What You Can Do to Create the Most Effective Brand Ambassador Program

by Ani Comella

Brand ambassador programs can build engagement for a brand, create excitement and extend reach. Here are 5 steps to running a successful brand ambassador program:

  1. Find the right people to represent your brand Brand ambassadors should be exciting, engaging and highly knowledgeable about the company. Who you hire to be the face of your campaign will make or break the program. Be sure to build in a thorough interview process.
  2. Understand the goal It is very important to know what your goal is before you start an ambassador program. each brand inside and out. In doing so, you will be able to train your ambassadors to know the message behind the brand so they can better deliver it to your audience. Plus, it will be much easier to measure success come the end of the program.
  3. Build a relationship with your ambassadors  Weekly check-in’s and clear communication with your ambassadors is key to a successful program. Let them know that you are always there for help and support throughout the program. If you can develop and maintain a strong relationship with your ambassadors, it is likely they will go above and beyond to make the campaign successful. Transparency is crucial. If there are problems in the program, work together to fix them.
  4. Build a relationship with your audience  After identifying your target audience, it is important to figure out the best ways to connect with them. For example, when targeting colleges, it is a good idea to plan events that are highly interactive between the ambassador and the student. This could be done through a brand sponsored event on the campus quad or student union. But if you’re focused on working mothers, in real life events may not be a realistic strategy for reaching busy women.