By Lauryn Trimmer
In September, Russell Hobbs kitchen appliances announced their first partnership with a U.S. brand ambassador— actress Kate Beckinsale. The U.K.-based company pays Kate to be a spokesperson for their brand and products in America.
Brand ambassadors can grow your audience through social media posts, TV and radio appearances, and even printed advertisements. And if they do well, they can bring in big profits.
So how do brand ambassadors work, and how can you become one?
A brand ambassador is anyone (or anything) that makes your product look trustworthy to other people. In the past, brand ambassadors have included everything from big-name celebrities (Michael Jordan with Nike), made up characters (Flo with Progressive), popular YouTubers (Dude Perfect with Nerf and other various brands), and even animals (the Geico gecko).
But the fact is, you don’t have to be a gecko to become a brand ambassador. All you need is the ability to reach the company’s target audience.
Some things you need to get started as a brand ambassador include an outgoing, positive attitude, a flexible schedule, the ability to create product reviews, and a love for social media.
Before hiring you, companies will look at how you use social media, especially Twitter and Instagram. Unless you’re a well-known celebrity, you can expect to earn earn anywhere from $20,000 to $58,000 a year, depending on your level of experience.
How to succeed at being a brand ambassador is simple: make the company look good. If the product makes your life easier, post about it on social media. Be willing to represent the brand online, in advertisements, and even in YouTube and TV commercials. Show people just how much this product helps you in your day-to-day life.
Sometimes brands will hire several people as social media ambassadors and create a large campaign all at once. Other companies will start with one ambassador or celebrity and focus all their attention on that one person.
If you are interested in becoming a brand ambassador, you can find jobs on websites like Glassdoor and LinkedIn. In the meantime, focus on increasing your social media presence. Who knows— maybe someday, companies will ask you to work with them!
If you are a company that is looking to hire a brand ambassador, here are 5 things that you will want to look for in potential ambassadors:
- How they use Instagram and Twitter, especially how they write about other products and companies.
- How they interact with followers and with peers during face-to-face meetings.
- How large is their audience, and how interactive is that audience?
- Are they comfortable with public speaking and/or writing?
- How do they connect to your product and message? Are they an influential member of your target audience (stay-at-home moms, business executives, high school students), or do they have some other hook?
If you are looking for brand ambassadors, Anschutz Public Relations can help you. We have experience working with home products and kitchen appliance companies. To learn more, contact us today at our website, www.AnschutzPR.com.