Why Start a Brand Ambassador Program for Your Brand
Today, more outdoor companies and lifestyle brands are spending their marketing budgets on digital marketing. And, you can bet they also have some type of program for brand ambassadors, content creators, and influencers. Why start a brand ambassador program for your brand? First, let’s look at precisely what brand ambassadors or influencers do for a brand.
But before we get into it, are you are seeking brand ambassador work? Or, want to actually make money as an ambassador? Well, read our tips before you move on!
Kim Kardashian is still one of the highest-paid brand ambassadors or influencers today.
What Are Brand Ambassadors and Content Creators?
According to Wikipedia: a brand ambassador is a person who is hired by an organization or company to represent a brand in a positive light. And, by doing so, they help to increase brand awareness and sales. The brand ambassador is meant to embody the corporate identity in appearance, demeanor, values, and ethics.
In today’s world, a brand ambassador is also a content creator. Therefore, they are also doing the following for the brand they are representing:
- Creating lots of photos and video content
- Instagram Reels
- Participating in or staging photoshoots to generate more imagery using the product or services
- Attending brand events or festivals
Investing In Brand Ambassadors and Content Creators
Beautifully photographed athletes like Cristiano Ronaldo out for a morning run in his Nikes. Kim Kardashian rocking her latest Fendi bag. Or, Alex Honnold, hanging off the side of a mountain in his Black Diamond harness. When he actually wears a harness! These posts didn’t just come from a loyal brand fan. They happened because of financial transactions meant to generate brand affinity and ultimately product sales.
As an example, Cristiano Ronaldo, a lifetime Nike Brand Ambassador sits at the top of the influencer marketing pack! Cristiano makes around $400,000 for a single branded Instagram post. It is often said that Ronaldo earns more from his Instagram posts, about $47.8 million per year, than he does playing soccer!
So, what is a small to medium-sized business, in an industry with non-Nike sized marketing budgets, to do?
Cristiano Ronaldo has been a long time ambassador for Nike, making more in sponsorship and advertising than in playing soccer for Juventus!
Do I Really Need Brand Ambassadors Or Influencers?
Maybe you’re thinking your brand does not need ambassadors. Or, you don’t have the budget for an influencer program. Well, if any of the following statements apply to your business, then you should have an ambassador program in place. In addition, and more importantly, someone to manage that program for you.
- Generate more content: I am always searching for more, good, authentic content- images, videos, thoughtful writing
- Be seen as an expert in my niche: I want to share stories people are interested in.
- Brand recognition: I want to embed my brand into a sport or subculture. Like boardsports- surfing, skating, wakeboarding, or snowboarding.
- I need more sales! Yes, definitely more sales, please!
These climbers not only kick ass, they’re also helping their favorite brands, like Petzl, 5.10, Sterling Rope, Mammut and Mesa Rim Climbing and Fitness create brand awareness.
Can I Afford a Brand Ambassador, Content Creator, or Influencer?
One of the biggest mental hurdles to get over when launching an ambassador program is the perceived cost. We are definitely familiar with celebrity brand ambassadors, like Tiger Woods for Nike.
Now then, you may think, “wait a second, I don’t have the budget for a Tiger Woods. Nor a Ronaldo!” Therefore, enter the concept of micro-influencers. Someone with less than 25K followers, but still has a great influence on their network or community.
Although it may seem out of reach, there are hundreds of people in your niche who are excellent micro-influencers. In addition, they would be stoked to work with you. And, at a price that fits your budget!
Finding the right brand ambassadors and influencers are crucial and at Top Rope Media. And we support clients on both sides. We help clients find the right brand ambassadors and often build out a program to help clients manage them. On the flip side, we help athletes find the right brands to connect with.
Feeling stuck with your program or not sure where to begin? Check out more of our projects, or drop us an email and let’s chat!
Hanging with a few of TASCO MTB’s brand ambassadors at the Sedona MTB Festival.
How Do I Get My Ambassadors To Send Me Those ‘InstaGood’ Photos?
Good ambassadors and content creators generate a TON of great content for your brand. And, this helps your brand with more than just sales.
For example, the photo above was taken with a few brand ambassadors I worked with at TASCO MTB. It is not of team riders who podiumed or finished first in their race. And, it was not a professional photo. But, it might make you wonder who is TASCO MTB and how do I get to be a part of this crew!
Not all photos need to have that polished look. In addition, capturing the behind-the-scenes action is sometimes more effective in sharing your brand’s story.
If you happen to be a bit more curious about this image above, it was taken at Sedona Mountain Bike Festival. Besides posting pics and videos of riders tackling trails like the White Line, we hung out in the TASCO tent and bonded over our shared love of the outdoors. And food. And beer!
Gathering your ambassadors together is also a fun way to help you with event activations. Want to learn even more? Read about my work with TASCO, or why you should be at these events and festivals with us!
BLNDN Haircare brand ambassador posted often on Facebook and Instagram- and not just with products. One of the highest-performing posts was one about how to create a messy bun!
My Brand Doesn’t Resonate With Athletes, Now What?
Have no fear, there are brand ambassadors and influencers out there that can help. Here are some other ways we use brand ambassadors that are not athletes to generate great content:
- Sharing beauty products or lifestyle images
- Submitting an event write-up for a blog post
- Writing testimonials or reviews
- Creating how-to videos
All this content helps us reach our goal to drive more traffic to your website. Think about it. When you are searching for a new bike, a better sunscreen, or you need someone to fix the giant gusher you just created in your front yard by digging into the main water valve (so sorry neighbors)! Well, if I just saw a friend’s recommendation on Facebook for a local plumber, I’m calling him first. And fast!
What Are The Risks of Working with Ambassadors?
There are pitfalls to ambassador and influencer programs. Without clear expectations on both sides, ambassadors can slide into expectations of free products and discounts, with no need to give back to the brand.
So, if you are not communicating well with your ambassadors, you run the risk of those influencers actually hurting the brand. It’s one of the reasons we recommend having a contract in place. Even for the smallest ambassador programs.
Displaying brand logos on apparel and using a brand’s gear- saddle, shoes, water bottles and socks are all classic ways for cyclists to showcase their sponsors and be a good ambassador.
Reporting And Data Tracking
Tracking is also a key but often overlooked aspect of these efforts. No matter if you’re a privately funded mountain bike apparel brand. Or, a sole proprietor making the most kick-ass piece of climbing gear on the market. You still need to know what kind of benefit your ambassadors are generating for you. While branding and reach are a little bit harder to track, sales generated by the ambassador are easier.
Whatever you do, set up the kind of systems that are going to allow you to track and improve your program over time. As an example, ‘Skills with Phil’ may have thousands of YouTube subscribers, but if he’s not generating sales and good awareness for your brand, his value is limited. Thankfully, as a TASCO MTB athlete, Phil was able to help us push products out to his viewers. And, we saw an increase in sales each time he helps us with a product launch!
Knowing this information will allow you to create quality relationships with your influencers and ambassadors. In addition, it allows you to focus on individuals who are creating the most value for your business.
Janel Holcomb, WD-40 and Mavic brand ambassador hanging at the Sea Otter Classic with WD-40 Bike and some badass mountain biking pros.
Final Thoughts on Brand Ambassadors
We’ve seen a ton of success on both sides of this equation. Launching ambassador programs for our clients, and helping athletes find the right brands to align with. Remember, brand ambassadors will generate sales, content, reach, and brand awareness when managed correctly.
This makes them an affordable marketing and sales tool. And, over time, you will see the impact of your investment in them. Need more help?
Resources:
- How to find the right brand ambassadors and influencers for your product or service
- Where and how to find a job as a brand ambassador and get more than just free stuff!
To learn more about what we at Top Rope Media do on the regular, follow our adventures on Instagram, Facebook, or Twitter.
Until next time,
– Meredith McConvill
Thank you for teaching us about ambassadors and getting us set up for more sucess!! Steph – GM BLNDN
Thank you! We love working with you Steph..and the BLNDN product line is incredible!