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Promotional Products: The Ultimate Brand Ambassadors

Retro Small Hatchback SetOne popular marketing practice is the practice of hiring “brand ambassadors.” Brand ambassadors are people paid to represent a brand in a positive way.  Like a spokesperson, a brand ambassador (celebrity or not) is tasked with spreading the message of a company by interacting with customers, sales prospects, business partners, and the media.  As The Queen of Promotional Products, I believe in strongly in brand diplomacy, if it’s done well.  And, I happen to know the best brand ambassadors our there.  Read on….

When done right, a brand ambassador program can be very effective. One of my favorite examples of a successful ambassador campaign is the one Google launched way back in 2005. They hired college students as “Pizza Ambassadors” to wander the study halls of the country’s top engineering universities, handing out free pizza on behalf of Google. It showed the students that Google was cool, and served as an excellent—and delicious!—recruitment tool while reinforcing the company’s product and its brand.

On the other hand, brand ambassadorships can also lead to disastrous results. In the 1990s, actress Helena Bonham Carter was a brand ambassador for the cosmetics company, Yardley—until she admitted in an interview that she never, ever wore makeup. Oops. In 2008, Jenny Craig reportedly cut ties with actress Kirstie Alley after she gained back all the weight she’d lost on the program. And in 2010, after news of his many infidelities hit the newsstands, golfer Tiger Woods lost many of his brand ambassadorships, including Gatorade, Gillette, and Rolex. You might say these kind of scandals are “par for the course” when you hire people to represent your brand.

If you’re suddenly thinking that the risks of having a brand ambassador outweigh the benefits, never fear. Promotional products are the ultimate brand ambassadors, for many reasons. Here are just a few:

Canada_flag_bulletThey don’t require training.  Promotional products were created to do one thing and one thing only: promote. They don’t need a meeting with human resources, or a few weeks of on-the-job training. In a world where time is money, the ability to do your job immediately is incredibly valuable.

Italy_flag_bulletYou don’t have to pay them a salary.  Promotional products are happy to work 24 hours a day, 7 days a week. They don’t take vacations, ask for lunch breaks, or clock out at 4:59PM. When working with promotional products, you pay a one-time cost, and then sit back and let them do the heavy lifting.

UK_flag_bulletThey are consistent in their message.  Promotional products don’t run the risk of doing or saying the wrong thing! You decide which product best advertises your company and exactly what to print on it, so the message is set in stone by the people who know best.

Brazil_flag_bulletThey are equal-opportunity influencers.  Promotional products appeal to people who like free things. In other words: everyone! And if your giveaway is something that can be carried or worn outdoors, such as jackets, tote bags, umbrellas, or hats, your message gets spread to everyone who encounters it.

Australia_flag_bulletThey won’t become embroiled in scandal.  Promotional products won’t get caught cheating on their spouse, stealing from a charity, or driving while intoxicated. When you use promotional products to represent your business, the focus stays on the message, rather than the person spreading it.

US_flag_bulletThey won’t quit or find a new job.  Promotional products are happy to work long hours, and keep doing their job for years after they leave your hands and enter the homes of your target audience. In fact, a recent study found that 27% of people keep a promotional product for 1-2 years, while 21% keep it for more than four years.  Now that’s job security!

As you can see, promotional products are the most effective, and low-risk way to spread your message and endorse your business or company.  To find your next brand ambassador, contact A Creative Touch today!

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