In July of 2016, Selena Gomez made national news by posting a Coca Cola advertisement on Instagram that garnered 6.7 million likes. It is currently the second most liked photo of all time on Instagram. This was an excellent marketing strategy for Coke; they used a well-known celebrity and highly active Instagram user to be an ambassador for their brand. Celebrities endorse products all the time, and you can use this same strategy to get your business known in your own local community. There are three types of people you should be utilizing as Brand Ambassadors to boost your small business:
Your Employees as Brand Ambassadors
Hire people who truly believe in the mission of shopping local and share your same goals for your business. Being a Brand Ambassador can be part of the job description; offer free or discounted merchandise for your employees to promote your business even when they are not working. You want to make sure your employees are representing the business as best as they can, so it is important to have this conversation during the interview process and make sure they know the importance of representing your brand at all times.
Local “Celebrities” for Your Brand
Build your brand by having local celebrities endorse your products. The mayor or other elected officials, news anchors, and even other business owners who are known in the community are people who would make excellent Brand Ambassadors. It may be difficult to get well-known people to outright endorse you but sometimes offer goods for free or at a discounted price, will move them to wear your product or mention you to their friends or during an event. Doing things for your community is also a good way to get mentioned. There is power in a strong network in a small community, and you should be utilizing people who are well connected as Brand Ambassadors.
You
As a small business owner, you represent your business all the time, so who better to be a Brand Ambassador? You should be proud of your business and the success you build, and telling others about it is not bragging, but rather advocating for yourself and your business. You also want to be involved in any local community events where numerous people will be present, such as fairs and festivals.
Brand Ambassadors are not just for large companies. You can achieve the same success in your community by using this type of marketing strategy to your advantage. The more people who are positively representing your brand in your community, the more likely your business will be a success.
