Brand Ambassadors are a guerrilla marketing technique. Guerrilla Marketing is named after Guerrilla Warfare, which means jumping out at your opponent at unexpected times from unexpected places. If you remember high school history, guerrilla warfare had a large part in helping the Americans win the Revolutionary War. This particular style of marketing has the advantage of using a combination of low-cost, high-return, non-traditional marketing techniques and is an out-of-the box strategy for reaching an audience.
Brand Ambassadors have the responsibility of creating hype and buzz for a particular product or brand. Brand Ambassadors can set up camp anywhere on college campuses, from cafeterias to streets with high foot traffic. If done well enough, consumers may not even realize that a product is being intentionally marketed!
A great outcome that brand ambassadors produce is creating something memorable that will stay in the consumer’s mind much longer than an average print or media ad would. A great Guerilla Marketing campaign revolves around time, energy, and imagination.
Some examples of programs that Brand Ambassadors can initiate on college campuses are:
- Handing out samples of product
- Costumed event staff who become walking billboards
- Ideas for engaging prospects in activities outside of your booth
- Extending your product and message reach outside the physical event boundaries
- Strategies for creating buzz and PR, since a guerilla marketing program’s unusual nature often makes a good story
