3 Different Types of Ambassador Programs that Businesses Use

As a business owner or marketer, you’re likely looking to increase brand awareness and get more eyes on your mission. One effective way to do this is through an ambassador program. This is a marketing strategy where a business collaborates with passionate people to promote a brand, product, or service through various channels, such as social media, blogs, or in-person events. In exchange for promotion, brand ambassadors may receive perks such as free products, discounts, or exclusive access to events.

Let’s analyze three different types of brand ambassador programs and explain how you can use these programs to create a successful version that suits your own business.

Types of brand ambassador programs

Not all brand ambassador programs have the same purpose. You can easily shape your program to create an experience that is unique to your brand and suits your needs. 

Here are three of the most common brand ambassador programs that businesses use.

Product Ambassador

Product Ambassadors are individuals who are devoted to a particular product or service. Because products aren't necessarily the face of your business, you may need a product ambassador to spread the word. This type of ambassador program is superb for companies looking to connect people to the product. But don’t confuse this program for influencer ambassadors! This type of program is often based on individuals and the people the ambassador knows.

Influencer Ambassador

Influencer Ambassadors are noteworthy people who have a large social media or website following or are esteemed in their careers and community. They differ from Product Ambassadors in that Influencers act as the unofficial mascot of the company, often seen wearing or using the product/service.

Many Influencers prefer to be compensated for promotion because of how pivotal their influence is, but that's not always the case. Micro-influencers, for example, sometimes receive brand-specific incentives over cash.

Community Ambassador

Community Ambassadors represent a brand or organization in a specific neighborhood or niche. They concentrate on the impact a particular product makes on buyers and the community. The role of a Community Ambassador is to engage with locals, build relationships with community leaders, and promote the brand or organization's message and values.

If your overarching aim is to help people and drive a mission, a community ambassador program is right for your business. By not focusing on selling a product or service, you can incite more powerful change while gaining profit.

How to create a successful brand ambassador program

Creating a profitable brand ambassador program takes time and effort but provides a solid way to market your business and see a return. Here are some important steps to follow to get it right:

1. Define your goals - What do you want to achieve with your brand ambassador program? Are you looking to increase sales, build brand awareness, or gain more social media followers?

2. Identify your target audience - Who are your ideal customers? What are their interests and behaviors? Knowing your audience helps you and your ambassadors market effectively.

3. Define your brand ambassador requirements - What qualities and characteristics are you looking for in a brand ambassador? Do they need to have a certain number of followers or a specific skill set?

4. Recruit brand ambassadors - Reach out to potential brand ambassadors who fit your requirements. You can do this through social media, email, or outsourcing.

5. Provide training and resources - Once recruits come in, provide them with the tools they need to promote your business the way you want them to. This could include product samples, social media graphics and email swipes, or a brand style guide.

6. Track and measure your results - Regularly track your program's performance to see what's working and what's not. Use this information to make improvements and refine your strategy.

Conclusion

A brand ambassador program can be a powerful marketing tool for companies looking to increase awareness, build trust in the community, and save money on advertising. Allowing your most loyal fans and followers to market your product/service can have explosive results. By understanding the different types of programs out there and creating the right one for your business, you can stand to reach new audiences and grow your mission much better and faster!