A brand ambassador program is great for brands that have already participated in a sizable amount of one-off campaigns. (Get our Influencer Marketing E-Guide HERE) Brands are able to reap all of the benefits that comes with having influencers constantly promoting their brand and products without the financial costs of investing in a long-term brand partnership.
How to implement A Brand Ambassador Campaign For Your Small Business?
When implementing a brand ambassador program brands will have a dedicated page on their website for ambassadors to sign up. In addition to this, brands will also publicize their brand ambassador program across social media. Those that are truly interested will apply. Interested candidates will be able to visit your website as well as read the requested deliverables that the brand has made in order to be considered a brand ambassador. It is recommended that the brand have a summary about the company as well as an enticing reason why interested candidates should apply to their program. The brand should also list a set of simple deliverables that the influencers must abide by, such as being passionate “of whatever niche your brand is in” & posting at least 2 to 3 times per month. Within the brands application brands should ask a series of questions that will gather information about the influencer in order to make the best decision when accepting those to be apart of your brand ambassador team.
Having a brand ambassador campaign is a great way for brands to have new and exciting content that’s constantly being created and repurposed as well as to have their brand being promoted frequently without the cost of investing in a paid campaign. However in order to retain your brand ambassadors brands MUST offer irresistible rewards to make the offer hard to pass up.
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In order to experience the positive effects of what a brand ambassador campaign can have on your brand the following are a few incentives that you can implement. Note that you don’t have to pick one. The best brand ambassador programs have a list of incentives that can be reaped by their ambassadors.
- A high affiliate percentage (6% or higher) with at least a 30 day cookie.
- A discount for each ambassador to give to their followers.
- A discount for the ambassador to use for themselves when purchasing products/servicesInvites to local events
- Free product allowance that will be given to your selected group of highest performing brand ambassadors. (Should be quantified through affiliate sales, affiliate clicks, etc.)
- Access to new content, sneak peaks, press viewings, and new product/service features.
Timeframe for your brand ambassador campaign
After your budget and campaign type is set, you will need to know what how much time you will be working with. Do you have any sales, promotions, or new collections, products, or services that will be released. Does the content that you want produced by the influencers that you will be working with need to be publicized in according to what your brand will be doing? These are important factors that need to be determined when coming up with your influencer strategy. It’s a good idea to build a timeline of the steps you need to take from end to end with due dates for each step to ensure you can keep the ball rolling and launch your influencer marketing campaign on time. This is especially important if your influencer marketing campaign is to promote a seasonal collection or service or aligns with a product/service launch.
We recommend launching your collaboration 4-6 weeks in advance of when you would like to see the content shared. This allows time for each step in the process, from selecting your influencers to reviewing their work. When running a collaboration for a particular event, like the holidays, keep in mind that you’ll need to post for the shopping season, not the event itself, which means ultimately thinking 2-3 months in advance. This is especially important if you’re looking to work with top influencers, who are often booked up for key shopping dates several months ahead.
Do you need assistance with implementing your Brand Ambassador’s Campaign?
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