Ambassador marketing communication design

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From here, we will introduce some specific ambassador marketing techniques.

However, as mentioned above, the ambassador and the company are not bound by contract, and there are no set activities. It is important to focus on the "communication" aspect of how the company and the ambassador can build a good relationship.

Find an ambassador
First, it starts with finding an ambassador who is passionate about the instagram database company or brand. Generally, companies research their daily social media posts and appoint them in a "call-out" manner, but there are also cases where they are publicly recruited.

Ambassadors are often chosen from existing customers, so they are often people who fit the target demographic of the company or brand. However, in order to expand the fan base, customers from a specific target demographic that the company or brand wants to target in the future may be appointed as ambassadors.

A concrete example of this is the "Workman Girls" strategy of Workman, a store that specializes in workwear. By taking advantage of the public image of the store as a "store that sells workwear" and using ambassadors with completely opposite images, such as "feminine" and "fashionable," Workman was able to develop new fans and increase sales. Workman is a company with many other examples of cutting-edge fan marketing initiatives, such as the effective use of UGC.

Increase the enthusiasm of our ambassadors
Compared to posts promoted by companies in campaigns or events, spontaneous posts by fans tend to get a better response from users. Even if a post is made by a fan, if users sense the company's artificiality in it, they will sense the smell of a "fabricated post." For this reason, companies generally do not specify the content that ambassadors should post.

However, it is quite difficult to get ambassadors to post voluntarily and continuously without any encouragement from the company side. Therefore, it is necessary to devise ways to increase the ambassadors' enthusiasm. We will give examples from two perspectives: "increasing the sense of exclusivity" and "providing opportunities for them to become even more enthusiastic."

First, regarding the idea of ​​"enhancing the sense of exclusivity," the fact that the ambassadors were appointed by the company gives them a "sense of being specially selected." This "sense of exclusivity" is an important point in increasing the ambassadors' enthusiasm . It is necessary to increase their motivation not only by simply encouraging them to post, but also by taking advantage of the ambassadors' posts in official company media.

In terms of creating a sense of exclusivity, measures such as gifts and invitations to events can be considered. Some people say that it is not recommended to provide incentives to ambassadors, given that posts are made voluntarily, but in reality, many companies provide new products and invite them to events as ambassador benefits. It may be a good idea to consider incentives that suit your company, while keeping in mind the essence of "providing an opportunity for ambassadors to want to support the product."

And an effective way to "provide opportunities for fans to get even more enthusiastic" is to provide opportunities for fans to interact with each other, such as fan meetings and Instagram Live. It is expected that by having passionate fans interact with each other, the ambassadors' enthusiasm will increase even more in a synergistic way .

In recent years, online meetings have become easy to organize, so it is also a good idea to hold them more frequently. In addition, if there are opportunities for real-life interaction, it will lead to more diverse communication with fans.