Brand ambassadors and online influencers can be extremely effective in boosting awareness of your event as well as ticket sales. Leveraging the power of brand ambassadors has been a popular form of event marketing for many years. However, the process has evolved since social media became the preferred form of communication and sharing for so many people.
Traditionally, event marketing using brand ambassadors revolved around celebrity spokespeople appearing at events and in ads. Event marketing still includes this today, but there is another way to approach brand ambassador marketing to boost ticket sales. Today, brand ambassadors come in all sizes from the Kim Kardashians of the world all the way down to micro-influencers who have the eyes and ears of laser-focused online audiences.
Today’s brand ambassadors are powerful online influencers. They use Instagram, Snapchat, YouTube, Facebook, their own blogs, and more to get in front of large audiences of highly engaged people. To create an affordable and effective brand ambassador program for your next event, just follow the steps below.
1. Set Your Goals and Define Your Brand Promise
Start by determining what you want brand ambassadors to deliver for your event. Do you want to increase ticket sales? Do you want them to promote a specific aspect of your event? Before you hire brand ambassadors, you need to know specifically what you’re going pay them to do for you. Part of their contract with you will be to deliver results based on your goals.
You also need to define your event brand. What does your event promise to attendees? What is your event brand’s image? Before you choose brand ambassadors, you need to know what your own brand is. Otherwise, you could choose brand ambassadors who are irrelevant to your brand, which could confuse your audience. Remember, confusion is the number one brand killer!
2. Find Online Influencers
Next, you need to create a list of potential brand ambassadors who you want to try to bring on board for your event marketing. Start by using tools like Buzzsumo, Followerwonk, and Klear to find online influencers based on topics related to your event.
To qualify online influencers, consider their reach, engagement with their audiences, reputation, and image. You want to make sure they can reach the right audience of people who would be interested in your event, but you also need to be certain that people are actually engaging with online influencers and listening to what they have to say.
In addition, do your research and confirm that the online influencers you’re thinking of working with match your event brand. What type of content do they publish and share? How do they speak to their followers? Are their reputations and images good matches for your event?
3. Strike a Deal with Brand Ambassadors
Some brand ambassadors will expect to be paid to help you promote your event, but others might be happy to accept free event tickets, backstage experiences, or other freebies. Keep in mind, if you offer someone money or any other type of compensation (like free tickets), anything they share on social media related to the event must comply with the Federal Trade Commission’s Code of Federal Regulations related to disclosing materials connections.
Once you and a brand ambassador agree to work together, make sure they have clear instructions of what’s required of them. Get everything in writing! Also, make it easy for them to promote your event by providing them with sample social media posts, sample email messages, images, logos, event descriptions, event hashtags, and any other brand assets that will make it as easy as possible for them to spread the word.
4. Make Your Ticket Buyers Brand Ambassadors
Brand ambassadors don’t have to be paid online influencers. They could be your own ticket buyers! When people purchase tickets to your event, launch an email marketing campaign asking them to tell others about the event. Your message could say, “Excited for the event? Help us spread the word and let everyone know you’ll be there!” Don’t forget to replace the words “the event” in the sample message with the name of your event!
To encourage sharing, include social media sharing links in the message so it’s easy for recipients to share the information on Facebook, Twitter, LinkedIn, Instagram, and so on. In addition, make it easy for people to forward your message to their friends by including links to your event website and ticket sales page.
5. Track Your Results
It’s very important that you track the results from each of your brand ambassadors. Set up Google Analytics, connect it to your online ticketing platform, and track where all ticket sales come from.
Consider giving your brand ambassadors special promotion codes to share with their audiences that people can use when purchasing tickets. Unique codes make it much easier for you to identify which brand ambassador investments are driving the highest returns.
Your Next Steps to Work with Brand Ambassadors
Brand ambassadors can help raise awareness of your event, add to your event’s overall image and personality, generate excitement, and increase ticket sales. The best part is, the cost of working with brand ambassadors for event marketing doesn’t have to be exorbitant.
Remember, you don’t have to work with a well-known celebrity to get positive results. Many online influencers already have the eyes and ears of online audiences, so search for these influencers with smaller footprints and laser-focused audiences who would be interested in your event.
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