This weekend I had the chance to record an interview for an upcoming project as part of a personal project of mine. I am a Creative Life Blogger at The Teacup Cottage which was created as just a personal journal of my ongoing craft projects and to continue interact with crafters that I had met in our military travels long after the Army had separated us.
Through my blogging and interaction in the Quilting Industry through my parents' manufacturing company, I advised and consulted with many business owners and designers on marketing and that is how LindseyRose Marketing was born. Though I work with a variety of industries now, quilting was my starting point.
I spoke with Dr. Elizabeth Townsend Gard from the Copyright Research Lab @ Tulane Law School and founder of Just Wanna Quilt (A Research Project). The topic of the conversation was Brand Ambassadors, and as a Brand Ambassador through The Teacup Cottage and a marketing professional, I have been on both sides of the equation.
Brand Ambassadors are influencers who are compensated to promote a company's brand or services and are great for those wanting to expand the visibility of their brand. Many celebrities serve as brand ambassadors by using their social media platforms to promote brands they represent. But don't worry, you don't have to reach out to Hollywood to have brand ambassadors for your business.
Find people who are passionate about your brand, products or services. By looking through customer feedback, hashtags and social media platforms, you may find someone who is already actively sharing their passion about your products or services and by partnering with them you can spread visibility about your company.
Having brand ambassadors are great at giving new looks to your products. Working with brand ambassadors to show their life and life experiences with your products and services help their followers see the value of it in their own daily lives since many influencers attract followers who wither have the same lifestyle or strive to have the same lifestyle as the influencer.
Compensation for brand ambassador tend to vary depending on the brand and influencer's agreements. Brand ambassadors compensation can be product or monetary in nature, but this and guidelines are often determined in the early stages of the relationship. It is best for all parties involved to have extensive conversations about the role and expectations of the Brand Ambassador position since the relationship should be beneficial for both parties.
It is always best to do expensive research when choosing brand ambassadors and don't make any rushed decisions. The forward moving relationship of the parties will serve as a representative for both, but also previous actions have been known to cause friction as we have seen with athletes, celebrities and other high-profile people Misbehaving brand ambassadors can harm a company's image just as much as a good image can boost a brand.
.JJ Watt of the Houston Texan's football team partnered with Dallas-based Mizzen+Main, a men's fashion line, is a great example of how a positive influencer's image can gain him ambassadorships and help grow visibility of a brand. In contrast, the Kellogg’s brand quickly distanced itself from the gold medalist after a photo of the Olympic swimmer using a bong to smoke illicit drugs surfaced, which is an example of a brand ambassador's behavior cost them a partnership.
In theory brand ambassadorships are a beneficial partnership for brands and influencers as long as the pairing is a fit for both parties. Starting small with social media influencers can help a growing business thrive, but remember having a few golden ambassadors is a better option than having many mediocre ambassadors.