If you are a college student, you have likely noticed that almost every local business and even some bigger companies have brand ambassador programs. Brand ambassadors typically implement both social media marketing and event planning in order to raise brand awareness. These programs are essentially word-of-mouth marketing and are very effective because people trust their friends’ recommendations.
Brand ambassadors market brands online through a variety of tactics: inviting friends to like your page, sharing links and content, and overall just sharing information about a brand they support. Ambassadors market offline through events, sampling and demos, and distributing marketing materials. Brand ambassadors are usually already loyal customers of a company, so they are compensated by getting free items or discounts.
These programs are the perfect tool for targeting a certain demographic. I have noticed several companies implementing brand ambassador programs on college campuses. Companies are able to target customers that are social media influencers and offer them discounts to promote the brand on their personal pages. This is an incredible way to grow your business at a minimum cost.
As a marketing major, I applied to be a brand ambassador for Curtsy because it helps me gain experience in my field. The app allows women to buy and sell designer clothing for half the price. Ambassadors receive 15% off all purchases and the position is a relatively low time commitment. I post content on my social media pages and occasionally help host trunk shows. I recently noticed VS Pink has a campus ambassador program because a friend of mine shares their content to her page frequently. I now follow the UGA Pink page and plan on purchasing some clothing the next time they have a sale, so I’d say their program is pretty successful!
Have you noticed any brands that have ambassador programs? What do you think about this marketing strategy?