Training brand ambassadors is important. They become extensions of the brand and need to know the positioning, product details and how to relate to the audience. Plus, how to run the event and what role they play in the success of the campaign activation.
Avoid these mistakes when training your brand ambassadors:
- Assume the basics.
Reinforce the high level of energy, interpersonal communication skills, good listening and eye contact you expect from a brand ambassador. Reiterate the importance of punctuality, and go over what’s expected from A to Z. Cover the basics, and you’ll be less likely to experience unexpected surprises from event staff once the campaign starts.
- Offer digital training, only.
Depending on the scope of the training needs, you may need to offer a series of video content or webinars virtually. This is especially great for product information. However, the role of brand ambassador requires a lot of human interaction. Therefore, training should absolutely include in-person session(s).
- Live in utopia.
In event marketing, there are a lot of things that may not go to plan. Brand ambassadors should be presented challenges that allow them to problem-solve. The more ‘what ifs’ you prepare for, the better armed they’ll be to handle whatever comes their way.
- Skip the team-building activity.
Brand ambassadors are a team and must rely on each other for the duration of the campaign. The flight could mean months of togetherness, sometimes even traveling with each other, so it’s important the team feel bonded.
- Bore them.
Brand ambassadors have Type A personalities. They’re excitable and adventurous. They certainly don’t want to sit at a desk for three hours at a time taking notes about the most miniscule product features. Use interactive ways to communicate and get the brand ambassadors actively involved in discovery.
- Forget about culture.
Share the brand’s culture and the lifestyle vibe of its key audience. Cultural relevance generates meaningful conversations during the event and strengthens the brand ambassador’s ability to connect and engage the attendees.
- Don’t sweat the small stuff.
Take note of every little detail. This could include how to snap the best event pictures, how to use any required apps, a review of the apparel requirements, where to place XYZ and even where to park on the day of the event. Events are comprised of a lot of small details, so it’s vital that your brand ambassadors feel confident in every single aspect.
- Depend solely on self-driven motivation.
Develop a rewards system to motivate the brand ambassadors to surpass your expectations. By goal-setting and including attractive incentives, your brand ambassadors will work harder at the tasks they’ve been assigned. This means greater results and better ROI!
- Pass everyone in the class.
Attendance shouldn’t be the only requirement. Brand ambassadors should demonstrate a good knowledge of what the training covered. If anyone is struggling with certain speaking points or tasks, allow extra time for additional review.
- Don’t track results.
Checking off who completed the training and marking who demonstrated the highest levels of engagement and understanding is important for scheduling, team assignments and post-campaign evaluations. Keep good notes, so you can re-hire outstanding brand ambassadors for future gigs.
A fully comprehensive training program is worth the investment. Booking the right event staff through Fusion Event Staffing is only the first step; preparing them for success is the right thing to do.
Of course, the biggest mistake of all would be to skip brand ambassador training completely.
By: Emily Fritz, marketing manager at dio
As an experiential marketing agency, dio’s specialty is creating and executing integrated brand experiences. Hands-on consumer engagements and memorable experiences drive brand recognition, brand recall and brand loyalty. Unique event concepts, immersive interactions and attention-grabbing advertisements spotlight brands and companies in imaginative ways: mobile tours, trade show engagements, special events, pop-up activations and PR stunts, to name a few. We have a complete art department and strategy team to provide full-service branding and media capabilities for our clients, as well. For more information, please visit diousa.com.