Field Marketing

How to Build a Brand Ambassador Program [Free Toolkit]

For any new company or startup, starting a brand ambassador program is a great step in the right direction. Nowadays, many businesses use brand ambassadors to promote their brand during field marketing or social media campaigns. When executed correctly, a brand ambassador program can become an important part of your business and this template is designed to help you create your own brand ambassador program.


Why You Should Use This Brand Ambassador Program Toolkit

As you look to structure your brand ambassador initiative, use this template to flesh out the foundation of your program and its purpose. Most importantly, keep in mind how you intend to utilize brand ambassadors to promote your company and your company’s message. To get started on creating your own brand ambassador program, simply download this free template and brainstorm away!


Why Should I Hire Brand Ambassadors?

Whether they are current employees or new hires from outside your circle, brand ambassadors represent your company. The purpose of having brand ambassadors is to expand your company’s sphere of influence and introduce your product to potential new consumers. Field marketing managers use brand ambassadors to represent the brand at field events, on social media, and during product giveaways. They supplement a field marketing program by crafting creative content, promoting the brand on social media, participating in event marketing and more. The versatility of their position makes them a great addition to any company.

Brand Ambassador Program Goals

When outlining your brand ambassador program, the first thing you’ll want to do is define your overall objectives. If you can’t explain the impact your brand ambassadors will have on your business, you’ll have a tough time selling it internally! Here are a few questions to consider:

  • What do you hope to achieve with your brand ambassador program?

  • Is this a recurring program? Or do you only plan to do this as a one-time guerrilla marketing campaign?

  • If the goal concerns brand awareness, how will you measure success?

  • How will you get your company's mission across through this program?

Brand Ambassador Program Strategy

After defining the goals of your program, the next thing to plan is your strategy. The focus is on the methods you plan to use help your brand ambassadors achieve the program objectives. While developing your strategy, here are ideas to keep in mind:

  • Do you want your team running pop-up/sampling events? What about handing out merch?

    • If yes, when, where, and how?

  • How will your brand ambassadors fit into the existing structure of your team?
    Will your brand ambassadors be handling your company’s social media? Should they post about your product on their own social media?

    • If yes, how often?

    • What kind of content?`

Brand Ambassador Program Recruitment

With a strategy in place, the next step is to recruit an all-star team. Bringing brand ambassadors onto your team can be a complex process, so here are some things to focus on:

  • What is your hiring process? Will you invite them, is your application open, or both?

  • How socially active are they / should they be?

  • Are they already a customer? If not, does that disqualify them?

  • Can you find them within your company?

Brand Ambassador Program Reimbursement

Congratulations on hiring a team to represent your brand! Having these new members on your team means you’ll need to compensate them in some way. Here are a few ways to go about that:

  • How/Will you pay them?

  • What kind or merch will you give them when they start? As ambassadors, they’ll need items to show their connection to your product. Merch includes hats, shirts, stickers, and pens, but what other items make sense for your business?

  • Will you celebrate achievements your ambassadors attain outside of work? If so, how?


Tracking the Success of Your Brand Ambassador Program

An important part of a brand ambassador program is keeping track of its impact on your bottom line. Tracking sales will let you quantify the success of the brand ambassador program. Here are some things to think about:

  • How do you want to create targets and deadlines for your brand ambassadors?

  • Do you want weekly, monthly, quarterly, and/or year milestones?

  • What are your most important metrics for success?

  • How do you plan to keep track of data and progress?

  • How will your team keep in touch?

  • Will regular communication by phone work? Or would a team management app be a more efficient approach?

Colin Chiakpo

Colin Chiakpo is a Content Marketing Intern at Repsly and currently stuides Behavioral Economics Boston University. When he's not writing articles on marketing or learning more about more about brand building, Colin can be found at the movies or playing pickup basketball.

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