In today’s world of influencers and micro influencers, tastemakers and trend setters, the words “Brand Ambassador” can take on a number of different meanings depending on who you ask and the context in which they are speaking. In the good old days, Brand Ambassador simply referred to a celebrity who was paid to endorse or promote a particular company's products or services. Scroll through Instagram today and it seems everyone is a Brand Ambassador these days and somewhere along the line, the world of experiential marketing decided they would complicate things further by creating their own definition! We’re here to set the record straight... well not entirely. We’re going to focus on what it means to be a Brand Ambassador in the world of experiential marketing.
If you’re new to the world of experiential marketing and events, it won’t be long before you hear the words “Brand Ambassador” or “BA” (for short) thrown around in conversation. That’s because they are widely used throughout the industry to describe any event staff hired to represent a brand during an experiential activation or consumer event. They are the people greeting and engaging your guests at what we would argue to be the single most important touchpoint of any experiential marketing activation; the human interaction a consumer has with your brand. So, you better damn well make sure they are “ambassadors!”
All too often, event managers and producers overlook the importance of these critical roles while focused on the many moving parts of their activation. The fact is that no matter how cool your activation looks or how many bells and whistles it has, the people representing your brand on site can and will make or break the experience for your guests. At Vervepool, we’d encourage you to stop commoditizing these folks and start making this an important focus of each and every one of your events. It’s a fundamental pillar of our mission to enable you to do so, empowering you to ensure that those Brand Ambassadors truly are ambassadors for your brand.