Published on March 7, 2014
BRAND AMBASSADORS VERSUS PROMOTERS
BRAND AMBASSADORS VERSUS PROMOTERS The BRAND AMBASSADOR Is a cool, connected and followed consumer who understands and appreciates the brand values. (Click to see SONY program details) Is a trend setter and a key opinion leader in his/her community. (See Google Student Ambassador Program) Is free to talk about your brand almost anytime and anywhere. The PROMOTER Sells a product story with minimum training, no matter if he/she likes or consumes your brand. A promoter is talking with consumers only during working hours. Usually is a good-looking person with experience in promoting activity, not an influencer.
BRAND AMBASSADORS VERSUS PROMOTERS The BRAND AMBASSADOR The PROMOTER Has a friendly approach with a flexible and personalized speech. Interacts with your consumers in unconventional places. Has a semi-formal approach and an established speech. Interacts with your consumers in commercial locations.
QUICK CONCLUSION: ADVANTAGES BRAND AMBASSADOR’S ADVANTAGES: Is in the places where your brand has not access (for example, unconventional locations) Has an open conversation with consumers, not an established speech Influences other trend setters / early adopters PROMOTER’S ADVANTAGES: Suitable for brands that need fast, in-store / selling points activations
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