With the rapid spread of the Internet and smartphones, “ambassador” and “ambassador marketing” have expanded through SNS. While many companies and organizations strategically utilize ambassadors and ambassador marketing, they are unable to evaluate their effectiveness and benefits, such as “Are ambassadors necessary for their company?” “Is there any point in incorporating ambassador marketing?” It seems that there are many company representatives.
In this article, we will explain in detail what an ambassador is, its meaning and benefits including ambassador marketing, and company examples.
What is an ambassador? Meaning and summary
In recent years, with the spread of the Internet and smartphones, SNS such as Twitter, Facebook, and Instagram have become indispensable in our lives.
Many users use SNS for various purposes such as disseminating information and forming communities, but one that is attracting attention is the use of ambassadors.
meaning of ambassador
Ambassador means “ambassador”, “envoy”, “representative”, or “agent” when translated into Japanese.
To put it simply, an ambassador in a business setting is a “promotional ambassador.” A person who receives requests from organizations and companies to officially carry out public relations and dissemination activities for brands, products, services, etc.
Basically, there are many contracts with companies where no money is exchanged, and many people feel happy to be officially appointed by a brand they like and support, and to be able to communicate about their products and services themselves. is.
It is important to understand that an ambassador is the face of a company, and is also a “supporter” who has the meaning of an “advertisement tower” as an image character.
Ambassador overview
In this day and age, where the influence of SNS is expanding, various companies are developing advertising promotions using ambassadors, but what is the difference between them and “influencers” who approach consumers in the same way? .
To put it simply, an influencer is an “opinion leader” who has a strong influence on consumers.
For example, “celebrities”, “celebrities”, “bloggers”, “YouTubers”, “Instagrammers”, etc., who are able to disseminate information to consumers within their own communities and have high dissemination and appeal power, are active as influencers.
On the other hand, an ambassador is a “symbol” of a company, and if it is determined that the ambassador is suitable as a billboard, then in many cases it doesn’t matter how famous or influential the person is like an influencer. When selecting ambassadors, it can be said that we evaluate the content of posts and the quality of expression, such as what kind of information they have disseminated in the past, rather than the number of followers on SNS.
It is not uncommon for an average consumer to become a fan of a certain product or service and enthusiastically share their thoughts on their SNS, only to be noticed by a company representative and appointed as an ambassador.
It can be considered that companies actively use general ambassadors as a “long-term marketing strategy” to improve their brand and product images and to steadily increase the number of fans who are attached to their company. .
What is ambassador marketing?
Ambassador marketing is an advertising method in which organizations and companies employ ambassadors to promote their brands, products, and services through social networking services.
Basically, it refers to a promotion in which ambassadors send out “highly reliable reviews” about the quality of the products and services they offer, as well as related information they would like people to know.
Ambassador marketing is more natural and acceptable than traditional advertising, and is characterized by the fact that it allows consumers to feel closer to the brand. It can be said that it is a popular marketing method that has been adopted by an increasing number of companies in recent years as a measure to establish a brand image and encourage consumer behavior.
Background to the spread of ambassador marketing
The reason behind the spread of ambassador marketing is that more and more people are relying on word of mouth. In other words, word of mouth is one of the reliable sources of information when users purchase products and services.
In March 2023, MyVoicecom Inc., an Itochu-affiliated think tank, conducted a survey on online word-of-mouth information (6th round). Almost half of the users, 47.4%, said, “I used word-of-mouth information as a reference. “Yes,” he answered. Moreover, since 2013, this percentage has been gradually increasing.
Source: MyVoicecom Survey on online word-of-mouth information (6th round)
(https://myel.myvoice.jp/products/detail.php?product_id=29608)
Similarly, as a result of the Consumer Affairs Agency’s survey of the age groups of users who refer to reviews, statistics show that the younger you are, the more likely you are to refer to reviews.
Source: Consumer Affairs Agency Review site/influencer marketing trends (https://www.caa.go.jp/policies/policy/consumer_policy/policy_coordination/internet_committee/pdf/internet_committee_180927_0002.pdf)
In other words, Generation Z, for whom the use of the Internet and SNS has become a part of their daily lives, no longer trusts the words written in advertisements, and instead expresses the true feelings, honest impressions, and frank opinions of fellow users that are not related to money. It can be said that there is a strong tendency to refer to such things.
One of the reasons behind the spread of ambassador marketing is due to changes in consumer trends due to the trends of the times.
Basically, those who accept ambassadorships do not intend to give or receive money. They are enthusiastic fans of the product or service themselves and are willing to volunteer their time. In other words, you are promoting it to others because you think it is good for you.
The activities of these ambassadors can be perceived by users as reliable information, just like word of mouth. This is where we differentiate ourselves from influencers who are motivated by money.
How to practice ambassador marketing
Ambassador marketing mainly involves the following steps.
1. Clarify your purpose
2. Select ambassadors
3. Determine whether the selected ambassador is suitable.
4. Request cooperation and present benefits to ambassadors
5. Continue to request cooperation and deepen communication.
clarify the purpose
First, clarify the purpose of using ambassadors, such as what kind of advertising and PR activities will be carried out using ambassadors. If you recruit ambassadors without clarifying this basic phase, you will not know what characteristics to use for the character when hiring them.
In such cases, a common mistake is to make a vague decision. However, if you do this, it will cause blurring in the subsequent phases, causing miscasts and discrepancies. Since you will have to start over from scratch, it is essential to clarify your purpose first.
Select ambassadors
Once we have clarified our purpose, we will recruit and select ambassadors based on conditions that align with that purpose. To recruit ambassadors, we use a referral system, or we make announcements through our own media and events sponsored by our company.
When selecting ambassadors, check how much they love your company’s products and services.
We will judge how high customer loyalty is based on items such as.
Determine whether the selected ambassador is suitable
Even if you find someone with high customer loyalty, you still don’t know if that person is suitable as an ambassador. Of course, things may fail at this stage. First, check the person’s humanity.
We will check whether the ambassador has the minimum level of action needed to be an ambassador, and whether they have learned the manners of a human being.
Request cooperation and present benefits to ambassadors
If we determine that an ambassador is suitable, we will request their cooperation and present the benefits that they will receive by becoming an ambassador.
The greater the benefits that ambassadors receive, the more passionate they will be, and the more motivated they will be to disseminate information. Basically, ambassadors do not exchange money, so it is necessary to provide benefits other than money.
for example,
These are all attractive and happy conditions for loyal customers. By presenting the benefits to your ambassadors in this way, you can motivate them to share information.
Continue to request cooperation and deepen communication.
Once you have established a cooperative relationship with your ambassadors, you will need to deepen your communication so that they can continue to provide you with information. Even if you are motivated when you become an ambassador, it is possible that your motivation will decrease afterward.
If this happens, or to prevent it from happening, the company will regularly deepen communication by showing its willingness to cooperate as much as possible and by establishing a support system.
Examples of ambassadors and ambassador marketing
Let’s find out what exactly ambassadors are and what kind of activities they do by looking at examples of ambassador marketing that companies have recruited.
Hotel New Otani Tokyo
Hotel New Otani Tokyo’s ambassadors are engaged in activities such as trying out newly refurbished rooms, sampling new sweets, and sharing their experiences participating in events on SNS.
To apply, follow Hotel New Otani Tokyo’s official account on Instagram and post a related photo with the hashtag “#Hotel New Otani Ambassador.” After that, you can apply from the official website of Hotel New Otani Tokyo, and if you are selected, you will be asked to post related articles and invited to events, and you can officially work as an ambassador.
Xperia
This is an ambassador project for Sony’s smartphone Xperia. Ambassadors from a wide variety of genres are posting movies and shots through SNS based on the concept of “disseminating the appeal of Xperia.”
To become an ambassador, you need to register your name or nickname, email address, age, residence (region), etc. on the dedicated website “Xperia Ambassador Program”. If you become an Xperia Ambassador, you will have the benefit of being the first to receive information on limited events and the latest models.
workman
Workman, a major company that sells work clothes, has created a number of hit products through the dissemination of information by ambassadors with various titles.
The key point is that ambassadors who are attached to Workman clearly introduce how they wear products originally developed for work use.
If you are appointed as an ambassador, you will not only participate in events and post on SNS, but also be involved in
product development
as a user representative.
nescafe
Nestlé Japan is looking for an “office representative who will introduce the product to colleagues after purchasing a Nescafé product” for its “free coffee machine rental” service.
If the representative meets certain conditions, they will become an ambassador and will be responsible for posting photos of themselves enjoying coffee on the official bulletin board and answering regular surveys.
Nescafe Ambassador is a famous marketing example that received a flood of applications. By having employees who are naturally coffee lovers become ambassadors, we have succeeded in increasing product purchases over the long term, word-of-mouth promotion, and improving the brand’s image.
DHC brand ambassador
DHC Brand Ambassador is a program in which users who regularly use DHC products communicate their appeal and greatness to potential customers who are not yet familiar with DHC products.
Ambassadors have many benefits, including invitations to exhibitions and events, trial monitoring of new products, and the granting of points.
Kirin Ichiban Shibori
This is a program to spread the word about the goodness of Kirin Ichiban Shibori draft beer. If you do well on quizzes and pass surveys and other examinations, you can become an ambassador. Ambassadors have incentives such as invitations to events and the presentation of ambassador badges.
Advantages and disadvantages of ambassador marketing
Among the various advertising methods, what are the specific meanings and benefits of companies actively adopting ambassador marketing? Check out the disadvantages below as well.
Benefits of ambassador marketing
Ambassadors are public relations ambassadors who can promote products and services from a consumer’s perspective and enhance a company’s image. Ambassador marketing often uses ordinary consumers who are fans of the company or have an attachment to the company, and communicates the “strengths” of products and services and “positive word of mouth” about the company that the company has not noticed before. I have high hopes for what will happen.
In addition, in order to lead business activities to success, it is important to take an approach to attract the interest of the target group that the company has set, but it is important to appoint ambassadors with attributes and sensibilities that are familiar to the target group, and to promote quality on SNS etc. If you continue to disseminate high quality information, it will be effective advertising and PR as “real word of mouth”.
From a cost-effectiveness perspective, ambassador marketing can be said to be a useful advertising method. The key is to naturally encourage consumer purchasing behavior while increasing corporate value.
Disadvantages of ambassador marketing
When hiring ambassadors, you need to consider whether they match your company’s brand image. If the attributes and sensibilities of your company’s target consumers and the selected ambassadors are significantly different from each other, it will likely not lead to the final results you are aiming for.
Also, if there are frequent posts on social media that tend to generate negative reactions, there will be no point in appointing an ambassador. You must always be aware of whether the target group of consumers is attracted to the ambassador’s posts and whether there is a deviation in the direction of the posted content.
Therefore, companies need to spend some time and money to find and select ambassadors. It is important to understand that it is relatively difficult to appoint the most suitable ambassador, who will serve as a symbol and advertising figure for the company, and must be done carefully.
summary
An ambassador has the meaning of “propaganda ambassador” or “billboard” and is a person who officially carries out public relations and dissemination activities for a company.
Ambassador marketing, which utilizes ambassadors to implement measures, is a popular advertising method that has expanded due to the rapid spread of the Internet and smartphones.
By having ambassadors who are positive about a company’s products and services continue to provide real reviews, it is possible to gain the trust of consumers and promote the brand in a way that makes them feel closer to the brand.
Unlike advertising methods using traditional media, the “quality” of posted content is essential for the success of ambassador marketing, which is a new form of communication on SNS.
It can be said that the key to success in ambassador marketing lies in whether a company can find the perfect ambassador who can provide positive and attractive information.