Experiential Marketing Today

Brand Ambassadors. What are they? Why should I care? Employee, associate, ambassador, evangelist — does it really matter what we call people? The short answer is yes, but not for the reasons you might think.

Just about every experiential marketing event involves people meeting people. Usually, it’s our target audience interacting with our paid representatives. Often, the people that staff these events, and the training they receive, are a last-minute consideration. However, they become the face and voice of the organization once a customer comes in.

Click to Play:

[right-click to download: http://s3.amazonaws.com/xmt-podcast/xmt-004.mp3]

Show Notes

00:00 Introduction

01:09 What is a Brand Ambassador?

• Any appointed representative of a brand or company
• Purpose: bring the brand to life

04:08 Why Should I Care?

09:30 How to Implement a Brand Ambassador Program

• move from “business” to “theater”
• from “interviewing” to “casting”
• anyone who is “on-stage” (i.e., comes in contact with our audience) is a “star”
• make cast members a fan of the brand, too
• from “training” to “rehearsals”
• don’t forget “staging” and “costumes”

16:49 Resources, Links, Comments

Additional Resources

• Full transcript of episode four
• Adweek: The New Brand Ambassadors
• Blog Entry: Brand Ambassador or Brand Drag?
• Cincinnatti Business Journal: ‘Brand Ambassadors’ Give Your Business a Boost