It usually takes years of professional experience and knowledge to be looked upon as an expert. However, the definition of the word “expert” has drastically changed for millennials. They value the opinions and advice of YouTubers to bloggers to close friends, as well as other shoppers who share their firsthand experience. 84% of millennials believe that user-generated content has some influence on what they buy. Brands should select brand ambassadors and make sure to provide them with a ton of exclusive information on the brand, such as product sneak peeks and upcoming promotions. Not only will they feel empowered, their peers will be more likely to try out your product after hearing about recommendations and reviews.
Get on their level.
Where you are connecting with your brand ambassadors is also important. When making decisions in store, millennials are more likely to be influenced by smartphone apps, blogs and social networks than the average shopper. Make sure to give your brand ambassadors a voice on these platforms that are easily accessible such as an app, a blog, and different social media. Let them post recommendations and photos they took with the product to help assist their peers in purchasing decisions. Once people have made the decision to buy your product, make sure to encourage sharing on social media and request product reviews.
Listen to what they have to say.
The potential target market reach for brand ambassadors is very large, meaning that millennial influence is powerful yet dangerous. The important thing is to follow up and listen to what they have to say. If you simply just ask for feedback and never connect with them again, you’re missing a large opportunity to build brand loyalty. Prevent negative feedback by responding to unhappy consumers that you are listening to their concerns and will be fixing it for them as soon as possible. Brands should tap into the constant conversations and updates millennials share daily by utilizing feedback to become a part of their day-to-day life.
For more information on starting your own brand ambassador campaign, contact us at OnCampus Advertising.