Brand Ambassador Whitepaper SMEs

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Transcript of Brand Ambassador Whitepaper SMEs

  • Connect with your target market through brand ambassadors to increase customer engagement and sales.AMBASSADORS

    CREATED EXCLUSIVELY FOR AUSTRALIAN SME FOOD AND BEVERAGE BRANDS

    www.vickiesaunders.com

    BRAND

  • Ambassadors give a face to our brand, and allow us to communicate with our target market in a way that is engaging,

    efficient, entertaining and educational.

    Ambassadors allow us to deliver a huge amount of information in a very short space of time, and in a way that is willingly received by our audience. We are creating relationships with them, so its important to

    understand their needs before we focus on ours.

    By providing a relatable, aspirational or inspirational personification of your brand, your are able to influence your audience in ways that they

    are receptive to.

    Theres a rapidly increasing trend of people seeking out information and recommendations from other people, on which they base their

    purchasing decisions.and what were getting is good old fashioned word of mouth made infinitely more powerful by online

    communication platforms.

    www.vickiesaunders.com

    THE POWEROF A BRANDAMBASSADOR

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  • Its exciting to be an SME company in Australia, and the opportunities for growth and success are abundant.

    However, its always those companies who are smart with marketing that get ahead of the rest and really make an impact on their sales, brand awareness and the way they engage their customers.

    SME Food and Beverage companies in Australia share many of the same challenges, and when it comes to marketing, it can be overwhelming, at times quite frustrating, and to be quite frank, there is a lot of money being wasted on ineffective and outdated marketing activities.

    CUSTOMER ENGAGEMENT & INTERACTION

    SOCIAL MEDIA CONTENT AND STRATEGY

    BRAND AWARENESS & KNOWLEDGE

    www.vickiesaunders.com

    MARKETINGCHALLENGES

    Common challenges

    Feel disconnected from customers, and dont really know much about them. Missing out on opportunities to develop rapport and increase sales.

    Struggle to be seen and heard in a busy market. Feel like people dont really understand your brand and you are missing out on sales.

    Lack of time, content and strategy to create and develop effective communication and activity with current customers and increase reach to target market.

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  • Truly Connected and effective communication with loyal customers

    Consumer behavior is effortlessly influencedPersonalised content beyond simply advertising

    Generalised information sharing

    One directional advertising

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    No marketing activities6

    Where you want to be

    Where you dont want to be

    EFFECTIVEMARKETINGTO YOUR TARGET MARKET

    Brand ambassadors

    make this possible

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  • HOW IT WORKS

    Ambassadors are an extension and enhancement of our marketing and advertising activities. Billboards and flashy adverts used to sell stuff, and global brands held all the power.

    With social media and the lean towards trust-based purchases based on personal recommendations and the 'humanising' of companies, now more than ever we are seeing how brand ambassadors allow a company to connect with their market in a personal and 'soft' way.

    The consumer wants to trust and feel a personal connection with a brand, and ambassadors are the connector between brand and buyer.

    We engage ambassadors who represent our brand both in their persona and their activities, and are able to engage with our target market in a way that develops rapport and positively influences their consumer choices.

    www.vickiesaunders.com

    InformationalAn expert in their field who can provide brand focused information that is relevant to the target market.

    AspirationalAmbassador has achieved something that target market believes is possible for them too.

    InspirationalTarget market looks up to this ambassador, and is inspired by their incredible abilities and achievements.

    RelatableAmbassador shares target market demographics, experiences, culture, activities, age, appearance, lifestyle, issues or any combination of these.

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  • 74%of consumers say Recommendations are a key influencer in their purchasing decisions.

    Inbound marketing costs about

    50% Less to generate than traditional outbound marketing i.e radio & magazine adverts, flyers etc

    Audiences everywhere are tough. They dont have time to be bored or brow beaten by orthodox, old fashioned advertising We need to stop interrupting what people are interested in & be what people are interested in. CRAIG DAVIS, CHIEF CREATIVE OFFICER, J. WALTER THOMPSON

    86% of people skip ads on tv and radio

    18%

    54%83%

    OUTBOUND INBOUND RECOMMENDATION

    HOW BRAND AMBASSADORS BOOST CONSUMER TRUST792

    The average network of a non celebrity ambassador

    MARKETING METHODS

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  • Adverts & Catalogues

    Media

    Your Brand

    Online Content

    Events

    Social media

    Celebrity

    Actors, Musicians, Artists, Dancers

    They all offer something different!

    Athlete

    Local legends to global champions

    Expert

    Nutritionists, Chefs, Scientists, Coaches

    Employee

    Factory workers to Senior Executives

    Customer

    Long term and current consumers

    Everyday Hero

    Great achievements and overcoming adversities

    www.vickiesaunders.com

    WHO CAN BE A BRAND AMBASSADOR

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  • THE CELEBRITY

    www.vickiesaunders.com

    THE ATHLETEAthletes are always an obvious choice when it comes to promoting consumables. They offer a health

    and wellbeing focus, and are often good role models for children and adults! They are inspirational, and their participation in large, public, and often televised events offers a brand exciting and current

    opportunities to entertain and further engage their target market and current customers.

    Athletes bring a whole range of opportunities to a brand, including their fan base and sport-based networks, as well as great content for social media, and participating in face to face events and

    activities.

    Celebrities were the first official brand ambassadors, when the concept was first officially termed back in the 1920s. Celebrity ambassadors offer an existing, large network as well as their own strong personal brand (which should be fundamentally aligned with our brand).

    Celebrities inspire and influence thousands and sometimes millions of people, and come to a brand with existing professional skills and evidence of audience engagement (likeability!).

    The celebrity ambassador offers a brand the opportunity for increased credibility and brand awareness, as well as providing great content for their social media and other marketing activities.

    Aspirational

    Inspirational

    Inspirational

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  • THE EVERYDAY HERO

    www.vickiesaunders.com

    THE EXPERT

    Cooking demonstration

    The professional and qualified ambassador, who not only endorses a brand and its products, but is able to provide supporting information to further engage and enhance the target markets understanding of and experience with the brand.

    This ambassador builds trusts, adds credibility to your brand, and is a great source of relevant and up to date industry information. They can provide great content for your marketing, particularly social media, they are often active in the media and offer some incredibly value benefits to your brand when it comes to face to face interaction with your target market, such as attending expos and community events!

    Overcoming a terrible tragedy, summiting 7 mountain peaks, or making a life-changing decision at the age of 40.these are just some of the ways an otherwise average person can become a great conduit between you and your target market.

    By engaging an ambassador who has achieved something remarkable, yet in every other was is the same as your target market, your brand can be represented in a way that your target market can really relate to. This very quickly builds trust, and can be a very effective way to build strong emotional connections between your brand and customers.

    Informational

    AspirationalRelatable Inspirational

  • THE CUSTOMER

    www.vickiesaunders.com

    A customer endorsement of a certain product can be more effective than high paid ads or thousands of direct mail flyers.

    Testimonials can make or break brands. Look at movie companies that spend millions of dollars of advertisements for the films opening weekend, only to have the movie flop after the first weekend because of negative word of mouth. In this digital age, a tweet or status update can potentially sway thousands of minds.

    You may already have people who love your business and would be willing ambassadors. You just have to identify the right ones and empower them.

    THE EMPLOYEEWhen employees make contact with existing or potential customers, they give meaning and dimension to a companys brand promise.

    The best employee brand ambassadors dont stop doing this at the end of the workday. They continue to share the virtues and values of their companys brand even when they are off the clock in conversations with friends, family, neighbours, and on social media.

    InformationalRelatable

    Relatable

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  • HOW AMBASSADORS BENEFIT YOUR BRAND

    www.vickiesaunders.com

    Increase brand awareness and connect you with your target market

    Value for money investment compared to traditional forms of advertising.

    Connect your brand with their network