Live events are a great way for brands to interact with customers on a much more personal level than they would otherwise be able to. Engaging with consumers on a face-to-face level promotes trust in the brand through an authentic experience for both the customer and the business. However, the person representing the brand is the one who has to work hard to make these moments come to life.
Good corporate event production and brand ambassadors are synergistic elements that collaborate to enhance the overall success of corporate events. Event production ensures that the event aligns with the company’s brand identity, values, and messaging, while brand ambassadors personify these aspects, serving as real-life embodiments of the brand’s character. They actively engage with event attendees, provide a personal connection, and assist in presenting brand-related content effectively. Brand ambassadors also facilitate networking opportunities, leveraging their credibility and passion for the brand to create connections. Moreover, their online presence and social media influence can generate excitement and anticipation for the event.
This collaboration extends to post-event activities, with brand ambassadors collecting valuable feedback and insights from attendees, which can inform future event improvements and marketing strategies. In essence, the integration of good corporate event production and brand ambassadors results in a more immersive and cohesive event experience, reinforcing brand values and objectives, and ultimately strengthening brand recognition and customer loyalty.
Brand ambassadors work hard at events to interact with customers, promote a product, service, or brand and really engage with consumers to expand brand reach, grow sales and increase conversions. They have a key role in the marketing of your brand, and, at an event, they are more important than ever. Because of this, it is vital that you do everything that you can to set your brand ambassadors up for success and give them all the tools and preparation that they need to thrive. We’ve put together a guide on some of the best ways that you can set up your brand ambassadors for success at your next event.
Plan the event around them
Creating a successful event hinges on setting up your brand ambassadors for triumph, and a key strategy is to tailor the event experience around them. By incorporating their strengths, personalities, and expertise into the event’s structure, you enhance their ability to connect with the audience authentically. Consider working closely with professionals similar to the ones from Wildfire Event Management, who possess the know-how to craft seamless event experiences. See all the skills they’re proficient in and accordingly arrange games and sessions around them. This approach not only showcases their value but also maximizes their impact, leaving a lasting impression on attendees and fostering stronger brand loyalty.
Provide training
If you want your ambassadors to do well, the first thing you should do is make sure that you train them well. If you have specific standards that you want your ambassadors to be meeting regularly, then you need to be the one to train them so you can be sure that they will meet these standards. Make sure you are letting your ambassadors know everything that you expect of them and that they are confident in the values and goals set by your company and know how to engage with customers in a way that reflects well on your business. Encourage your ambassadors to be authentic and represent your brand honestly in a way that will build trust with customers and increase engagement all-round.
This is especially important if you’re hiring temporary brand ambassadors from a specialist company who provides event staff. You will need to be able to effectively and efficiently get them into a position where they can represent your brand to the level you and they expect.
Communicate your goals
Clearly communicate to your ambassadors your goals for your event. Do you want to have handed out a certain number of samples by the end of the night, or do you want to have convinced a number of new people to sign up for marketing emails? Maybe you’re using this event to push sales, which would involve a different approach again. The aims of your event should be clear to everyone involved in the running of it so that you can all support each other as a team to hit these targets and get the results you are looking for. Taking the time out to talk through these goals will help your ambassadors to stay focused, motivated and on track to hitting those goals.
Give them space
Don’t expect your brand ambassadors to be involved in the running of your whole event. They are not staff, they are there to promote one particular product, service or brand. To take the pressure off your ambassadors and make sure that they have the space to do their jobs well, consider hiring some specially trained event staff who will be able to help your event to run smoothly and actually support your ambassadors in the work they are doing.
Ask for feedback
Ask your brand ambassadors to get involved and give you constant feedback and ideas. Brand ambassadors are often the ones who are experiencing changes in industry and audience in real-time and can offer your business some valuable ideas and insights. Be sure to check in with your teams for advice often, particularly if you have hit a hurdle and are unsure of your next move.
Keep your ambassadors motivated
Brand ambassadors work hard for long hours, extended periods of standing and whole days spent having to be switched on and engaging to interact with customers. Because of this, it can be easy for brand ambassadors to lose their motivation, particularly if they’ve been working for a while. To combat this and keep your ambassadors highly motivated and driven, offer them incentives and motivate them by giving them targets, rewards and regular breaks when they need them. At an event, particularly one that lasts more than an hour or two, consider offering your ambassadors water, snacks and a lunch break to give them time to recharge and ensure that the work they are doing is fuelled and highly motivated.
