2. BRAND AMBASSADORS VERSUS PROMOTERS
The BRAND AMBASSADOR
Is a cool, connected and followed
consumer who understands and
appreciates the brand values. (Click
to see SONY program details)
Is a trend setter and a key opinion
leader in his/her community. (See
Google Student Ambassador
Program)
Is free to talk about your brand
almost anytime and anywhere.
The PROMOTER
Sells a product story with minimum
training, no matter if he/she likes or
consumes your brand.
A promoter is talking with
consumers only during working
hours.
Usually is a good-looking person
with experience in promoting
activity, not an influencer.
3. BRAND AMBASSADORS VERSUS PROMOTERS
The BRAND AMBASSADOR
The PROMOTER
Has a friendly approach with a
flexible and personalized speech.
Interacts with your consumers in
unconventional places.
Has a semi-formal approach and
an established speech.
Interacts with your consumers in
commercial locations.
4. QUICK CONCLUSION: ADVANTAGES
BRAND AMBASSADOR’S ADVANTAGES:
Is in the places where your brand has not access (for example, unconventional
locations)
Has an open conversation with consumers, not an established speech
Influences other trend setters / early adopters
PROMOTER’S ADVANTAGES:
Suitable for brands that need fast, in-store / selling points activations