Choosing a Brand Ambassador for a campaign, product or a company can be a daunting task to undertake. The success of your engagement with a brand ambassador will be measured by your overall campaign goal.
Over the years, we have seen companies engage several personalities from various industries such as sports, entertainment, lifestyle and business for one campaign or the other.
It is evident that brand ambassadors play very vital roles in influencing consumer perception as well as promotional strategies. Studies have shown that, over 70% of brand perception by consumers is determined by the experience with an individual representative of the brand.
They are either engaged to become the face of a particular product, a campaign or a company by leveraging on their personality and following both online and offline to influence, communicate, promote or drive consumers to action. These partnerships most times are meant to increase awareness and generate consumer appeal, trust and possibly the eventual purchase depending on the ultimate goal of the campaign.
In some instances, things could get out of hand with a brand ambassador which could have dire consequences on the company’s reputation and in turn affect the company’s revenue.
In avoidance of any crisis and damages, companies and brand managers need to consider the following in deciding who, why and how they should sign up that brand ambassador.
1. Do a thorough research
Before ever settling on who to engage for a brand ambassadorial role, make sure to do a thorough background check of who the person is. Know who they are, what they do, what they represent and their values. Review their history and past affiliations with other brands. Be sure the person has a good track record that will make consumers trust him or her and which will certainly be translated onto your product. Consider someone who is trustworthy and can represent your brand at all times. Your research should also answer questions such as; Does he or she appeal to your target market? Does the person have the tendency to drive consumer decision to purchase? Once these are answered in the affirmative, then you are good to go.
2. Consider someone who is media and consumer friendly
Brand ambassadors must be media-friendly and relate to all persons across board. They must be able to answer questions about your product and speak confidently and directly about your brand to the media and also help you in achieving your entire communication and brand goal. Additionally, they should be able to properly deliver your message to the right target market. Being in a social media and technological era, it will be an added advantage to have someone who has a good following and engagement on social media.
3. Clearly state his or her scope of work
Once you have settled on who you want to sign up for as your brand ambassador, clearly spell out their scope of work in a written document that binds his or her deliverables, timelines and KPI’s etc. With this done, the brand ambassador understands the magnitude and scope of the work before work commences.
4. Provide detailed Messaging Guide
Providing them with a messaging guide will be in place to ensure that they know what to say, when to say it and through which medium they ought to say it. A messaging guide also sees to it that the right information is being conveyed to your intended target market. It should be relatable and done to reflect the personality’s way of doing and saying things.
5. Sign a Memorandum of Understanding or Contract
Having a binding document is very crucial when working with a brand ambassador for your business or product. Many a times, people do not take this aspect seriously and eventually find themselves in legal battles. The contract should clearly spell out the legal ramifications should either party default on their obligations as stated in the binding document. Issues of exclusivity and default should all be clearly agreed upon before appending a signature onto the document. When not sure, do consult a legal practitioner to assist you on that.
6. Have a Crisis Communication Plan
No one expects crisis in any business venture, but the unexpected always happens. It will be best to have a plan in place to deal with such issues rather than to be caught off guard and unprepared. A crisis communication plan will be a road map to guide you in dealing with any issue that will arise as a result of your partnership with the brand ambassador. It will direct how to manage and communicate your way out of the ‘mess’ created. A crisis management specialist can help you get a plan in place.
Faith Senam Ocloo is a Fashion PR Specialist and founder of E’april Public Relations, a boutique PR firm specializing in fashion, beauty and lifestyle. She can be reached on +233272686959, firstname.lastname@example.org, @senamapril on Instagram and @faithsenam on Twitter.
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Source Beauty is pushing the boundaries of Egyptian e-commerce
Egyptian e-commerce: the county’s digital drive has not yet gotten to the growth typically seen in European countries and North America. However, as businesses have started shifting online, customers are now following suit, resulting in the gradual development of the digital eco-system.
Innovation, such as digital marketing, is reinventing the consumers’ path to purchase. The Egyptian e-commerce market is expected to grow at a rate of 33% annually to approximately $3bn by 2022, according to Oxford Business Group.
Source Beauty and disruption
The increase in e-commerce comes from rising internet penetration rates, driven by connected and digitally savvy millennials. Several platforms, both locally and internationally, such as the direct-to-consumer beauty platform Source Beauty, have disrupted the beauty industry in the region to drive their growth by truly connecting with their customers.
By being aware of the changing consumer behaviour trends in the e-commerce landscape, service providers like Source Beauty are continually fostering customer engagement with a community they have created. The customer service team, along with the editorial and marketing teams, respond to each comment and direct message, making customers feel listened to.
Lydia Schoonderbeek, the founder and CEO of Source Beauty, said:
“Egypt has traditionally been a price-driven market. After devaluation and high inflation rates, people have become much more price sensitive. People are consuming less and are shifting away from imported products due to price, accessibility and inconsistency in supply. As a result, they’re looking for local alternatives.”
In line with its digital transformation and financial inclusion agenda, the Egyptian government has set in place directives to raise the limit for electronic payments for individuals via mobile phones to EGP30,000 (USD1,905) per day, and EGP100,000 (USD6,350) per month, since March 2020. Traditionally, 70% of online purchases were cash on delivery, which has proven to be a major challenge to e-commerce growth throughout the region. This preference has changed to credit card payments, increasing to 30% from 16% due to the spread of Covid-19, but it remains to be seen whether purchasing behaviors will be affected in the long term.
The CEO of Source Beauty further added that, the company had seen substantial growth thanks to the COVID-19 global pandemic, with existing and new customers wanting to limit in-person beauty services and adhering to social distancing and mask-wearing requirements. Beauty customers, she says were changing spending habits, moving towards products that allow them to recreate the salon experience in their homes and protect them from the potential impact of an increasingly digital lifestyle. Finally, she believes they have seen customers prioritising skincare and haircare purchases over makeup.
The question is, ‘Is anyone in Egypt going to buy beauty products online?’. Who thought people would buy books on the internet from a website called Amazon! Well, the answer seems to be YES. Consumer spending in Egypt on non-essential goods has reached EGP 3.90bn in 2020 and is set to reach 8.81bn in 2021, according to FitchSolution’s 2021 Report.
According to the Egyptian e-commerce beauty company, Source Beauty, it believes that the world is in an era where consumers are looking to associate with brands and not products, to make their beauty purchasing decisions and this is where homegrown brands like theirs will doubtlessly lead to economic growth in Egypt.
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