Dr. Henry O’Lawrence
January 20, 2013
“The power of a testimonial will outperform anything a marketer can develop,” (Kelly, 2011). Businesses all around the world are realizing, or are soon to realize, that this statement is the reality of the majority of product-based consumer markets. No longer is occupation of “marketer” or “consumer relations” or “human resources” separate from each other. The fairly new, and steadily rising name of the Brand Ambassador is now the epitome of many product lines.
GC Marketing Services states, “a capable Brand Ambassador should be the walking and talking embodiment of the product that they are representing,” (Cicchetti, 2011). What does a Brand Ambassador do exactly? Many of us might depict one as a celebrity endorsing a product. You might recall famous athletes as sponsors of name brand shoes, clothes, cars, etc. You might think they are similar to salespeople even. Maybe they are marketers for large corporations. Are these what they are? Well, yes and no.
“Ambassadors wear many hats in addition to sales. They handle customer education, marketing and support. They engage customers on social media platforms. They are the face of the brand,” (Turchetti, 2012). They deliver the message of a certain company, its mission and vision, and their own endorsements as well. In this essence, they are more valuable than the brand itself, as they are walking testimonials. They are people “that deliver the ideal experience for our customers,” (Hollweg, 2013).
Social media sites are recognizing that the power of referrals and genuine feedback is the foundation of new age marketing and business. More so, it is authentic. It is “humanization of your brand at its best,” (Kelly, 2011). For many, an ambassador’s account on a certain product or image will sound much more different than a traditional marketing slogan, line, etc. This is what gives them the edge over the competition, and why many
Bibliography: Cicchetti, C. (2011, January 28). What is a Brand Ambassador? Retrieved January 20 2013, from GC Marketing Services: http://www.gcmarketingservices.com/index.php/2011/01/what-is-a-brand-ambassador/ Digitally Approved Global Policy Forum. (2013). Globalization. Retrieved January 20, 2013, from Global Policy Forum: http://www.globalpolicy.org/globalization.html Hampden-Turner, C Hollweg, L. (2013). Brand Ambassadors Not Just Employees. Retrieved January 20, 2013, from Research Institute of Batrus Hollweg: http://www.bhionline.com/ri-articles-whitepapers/Brand-Ambassadors-Not-Just-Employees.html Kelly, N Lamb, R. (2012, August 22). Are brand ambassadors still relevant for luxury marketers? Retrieved January 20, 2013, from Luxury Daily: http://www.luxurydaily.com/are-brand-ambassadors-still-relevant-for-luxury-marketers/ Roll, M Smith, M. K., & Doyle, M. (2002). Globalization. Retrieved January 20, 2013, from The Encyclopedia of Informal Education: www.infed.org/biblio/globalization.htm Turchetti, C USANA. (2013). USANA Corporate Fact Sheet. Retrieved January 20, 2013, from USANA Health Sciences: http://www.usana.com/dotCom/about/fact