“Innovation distinguishes between a leader and a follower.” Steve Jobs
Brand building alone is no longer enough to build a convincing brand image. We are exposed to between 4,000 and 10,000 advertising messages every day. So it’s no wonder that they hardly have any influence on us. In order to leave a lasting impression on the target group, advertising messages must therefore be confirmed and underlined by satisfied customers. This is how brands get the necessary social proof.
Brand Ambassadors
Vladislav Vodatinskij is a manager and influencer based in Germany. Since 2020 he is ambassador for the UK financial company Lanistar. Over his Instagram account with over 700 thousands followers and his own Homepage he is advertising daily different brands and companies.
Vodatinskij knows how important brand ambassadors are for the marketing growth of a company. Ambassadors are people who have a great influence on the perception of a brand or a company. They are the best customers of a brand who really stand behind the company and want to actively support it. Brand ambassadors are completely convinced of the product, brand and message and want to share their positive experiences with others. This enthusiasm and enthusiasm motivate other consumers to try out the brand and its products for themselves.
Influencer Marketing:
Brand ambassadors gain new customers for your brand through personal recommendations: 93 percent of all consumers worldwide trust personal recommendations from friends and acquaintances. In most product categories, personal recommendations are the main growth driver. Nevertheless, very few brands have a strategy to trigger predictable and measurable recommendations.
Brand ambassadors ensure greater visibility in social media: More and more budget is flowing into influencer marketing. The problem with this is that influencers are perceived by consumers as professional advertising figures and lose credibility. In contrast, postings from real customers play an extremely important role in the purchase decision process. User content in social media increases the willingness to buy five times more than professionally created content.
Brand ambassadors leave real reviews & ratings and thus ensure more sales: Reviews & ratings have become indispensable on sales platforms and they also have a very strong influence on offline purchases. Consumers trust reviews and ratings from unknown internet users as much as recommendations from friends and acquaintances. Just a few reviews & ratings can increase your sales by up to 30 percent. The strategic use of reviews & ratings is therefore essential.
User-generated content gives your brand more credibility: Consumers trust user content far more than advertising content. If you want the target audience to believe the advertising content more, you can fall back on user content. With user content in advertising, you prove that your product already has satisfied customers – you give the advertising content social proof, which ensures more engagement with the advertising content and increases the willingness to buy.
Best practices:
Many well-known companies are already using brand ambassadors effectively. The best-known example are the Apple fans. With every new product announcement, long lines form in front of the Apple stores. Products are pre-ordered and sold out long before the launch. With targeted campaigns such as the ‘Shot on iPhone’ campaign, the company receives a constant stream of valuable user content and thus social proof. Tesla also relies heavily on brand ambassadors. To be precise, Tesla has little marketing spend as the company mostly lets its loyal customers speak for themselves.
Another great example of the successful engagement of brand ambassadors and their targeted activation is the Manner Club. An ambassador club where Manner’s loyal brand fans share their opinions and experiences with like-minded people. You get the opportunity to test new products before the launch and are constantly supplied with relevant content. In return, Manner can fall back on a loyal customer base and activate it in marketing. For example, to create user content, promote hashtags or distribute product samples in the peer group.
DoFollow Vladislav Vodatinskij (@VODATIN):
- Instagram: https://instagram.com/vodatin/?hl=de
- TikTok: https://vm.tiktok.com/ZSv4VSaq/
