5 examples showing how a brand ambassador can boost sales
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Whether you’re old enough to remember the iconic ads with Johnny Vegas and PG Tips (monkey included) or young enough to have noticed your favourite influencer using a suspiciously high number of same branded products in their videos, brand ambassadors have long been a crucial part of the formula to sales success.
Brand ambassadors are key to creating an authentic connection between your brand and your target audience – something Embryo knows a thing or two about as we prioritise customer engagement in all of our leading digital marketing services.
But it’s not just an increased customer connection that brand ambassadors can help with, they can also boost your brand – and your sales – in other ways.
7 Ways a Brand Ambassador Can Boost Business Sales
The right brand ambassador can work wonders for your brand, whether they become the focal point of your paid social campaigns or attend important events as a brand representative. However you choose to incorporate a brand ambassador in your market strategy, their involvement can cause a seismic shift in sales by:
Cutting Through the Noise: Brand ambassadors can cut through the noise of the 10,000 daily ads consumers are exposed to, and get your brand directly in front of the target audience. It’s getting increasingly more difficult to break through this din, but the human touch of an ambassador is proven to land with consumers – and hold their attention.
Increasing Brand Credibility and Trust: People trust people, and you can sense when it’s the corporation doing the talking. Brand ambassadors can share genuine stories and experiences of your brand, fostering trust and credibility with their followers and fans.
Extending Brand Reach: Just one campaign or quality ad from an influential ambassador can open your brand to a whole new audience. Their diverse and extensive followings can introduce your brand to new demographics that traditional marketing might miss.
Enhancing Engagement and Interaction: Cultivating strong relationships with customers is crucial to repeat buying. Through their social media and online interactions, brand ambassadors can bridge the gap between your brand and target audience, understanding how best to engage with consumers and keep them engaged with your brand.
Optimising Your Product or Service: There’s a lot to learn from customers – and brand ambassadors provide an accessible sound board to voice their thoughts. Brand ambassadors can tell you what your customers like and don’t like, so you can make your product or service even better.
Adding Value: The voice of a brand ambassador carries weight, and when consumers see someone they follow or admire sharing their experience with your products – they listen. Ambassadors can make your brand more valuable in the eyes of the public, allowing you to sell more products.
Inspiring and Demonstrating: While traditional content marketing might be enough to get your product or service in front of the consumer, a brand ambassador can demonstrate exactly what to do with it. They can offer inspiration and coaching on how to get the most out of your brand, showing them how to enjoy your brand in fun new ways.
5 Examples of Ambassadors Who Helped See Profits Soar
Ask someone to imagine a brand ambassador ten years ago, and they likely would have described an A-list celebrity. But these days, brand ambassadors can take the shape and form of not just the famous and rich famous, but social media influencers and even customers. Below are some successful examples of brand ambassadors who have helped companies significantly boost their sales.
1. Gary Lineker & Walkers Crisps
Gary Lineker has been a part of the Walkers furniture for over thirty years. Since he was first signed with the crisp brand in 1994, he’s appeared in more than 150 adverts. Lineker’s recognisable face and relatable charm have consistently kept the brand at the top of the crisp leaderboard, allowing Walkers to rightly market themselves as ‘Britain’s Most Loved Crisps.’
2. Gymshark & Expert Athletes
From its origins in a Birmingham garage to a £1.5 billion multi-national business, brand ambassadors are THE success-driver of Gymshark’s sales and marketing strategy. The fitness brand connects with the biggest fitness influencers and invites them to become a part of the Gymshark community – crowning them with the prestigious title of ‘Gymshark Athlete.’ Not only do these ambassadors don the latest brand apparel, but they also create an online buzz for new product launches.
3. Jennifer Aniston & Aveeno
The partnership between Jennifer Aniston and Aveeno is a great example of how a brand ambassador can share personal stories to captivate an audience; Aniston has previously shared that she has been using the oatmeal-based moisturiser since she was a teen. Whether it’s promoting the products through magazine interviews or featuring in the brand’s TV campaigns, Aniston’s work as a Global Brand Ambassador for Aveeno has been nothing short of successful.
4. Starbucks & Starbucks Employees
Sometimes the best ambassadors for your brand are the ones who know the business inside out. For Starbucks, that’s their employees. The Employee Partner programme of the infamous coffee brand allows team members to share pictures, stories and in-store conversations with their followers, skyrocketing brand reach and customer awareness. Along with the branded hashtag #ToBeAPartner for employees to use and dedicated social media channels only for partners, we wouldn’t be surprised if Starbucks were the ones who taught Sabrina Carpenter a thing or two about caffeinated marketing success.
5. Serena Williams & Nike
When Serena Williams’ contract with Puma ended in 2003, a bidding war immediately ensued. Every fitness brand under the sun wanted the chance to welcome the 20-year-old winner of the French Open, US Open and Wimbledon into their midst as their official brand ambassador. But it was Nike who came out on top. In the last two decades, the brand has helped champion Williams’ goal of breaking barriers for female athletes, while also boosting uncalculable sales of their own.
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