Events are traditionally staffed with Brand Ambassadors; whose role is to engage with consumers and generally showcase the brand or item being featured.
They help raise brand awareness and increase sales. They complete a variety of tasks ranging from promoting products or services in-store to implementing marketing campaigns. They are also known as influencers or corporate ambassadors.
According to Indeed, the five characteristics of a brand ambassador are
1. Knowledge and appreciation of marketing
2. Online presence
Brand Ambassadors rightfully focus on the consumer experience, ensuring that the brand is showcased in a positive way and the environment created is enthusiastic to the product. That may sound simple, especially when you’ve seen smiling happy people handing out samples and coupons in a variety of places where the target demographic is loving life and enjoying the freebies or offers. But what else is going on, maybe behind the scene?
There can be errands to run (in sunny weather, did you run out of sunscreen to protect the humans representing you, do you have water to keep everyone hydrated?), photos to be taken (are these moments being captured, both for the people enjoying them as well as for the client’s proof of performance…….not to mention the social media sharing?), and last minute or unexpected challenges (is there enough power to keep your equipment running, is there an abandoned car parked where your vehicle is supposed to set up?).
The “Lead” Brand Ambassador or Site Supervisor is the one who ensures that all the moving parts keep moving! This role requires all the skills of the Brand Ambassador as well as the ability to see the big picture; making sure that the program or event is flawless to the audience. It calls for attention and focus to what’s going on and potentially what isn’t going on. The team needs to be on time and on point; the lead supports both the team and the overall experience on behalf of the client and the agency.
The “extra” investment in having a Lead is like an insurance policy for success in many cases. Depending on budget, a Brand Ambassador can be the designated as the lead or you can opt for an additional pair of hands and manpower. Or of course woman power, because many of the best representatives are female! The impact of a well-orchestrated experience enhances the brand in the eye of the consumer and leads to a happy customer. Exceeding expectations is Moderne’s goal, and we evaluate needs and make recommendations based on our experience in the event arena. We’re always cautious when setting budgets and we spend every dollar where it’s going to get the best return on investment, and sometimes that calls for a Lead!