bennyleekennedy

[bennyleekennedy]

The Life of a Brand Ambassador

For over 15 years I have represented businesses, products and services across the continental United States. What began as a part time gig turned into a form of a career. Not the traditional 8 hours a day type of position that yeilds a paycheck every 2 weeks. But, more on the lines of an entrepreneur running your own business. Most events I am hired for are as an independent contractor and those that hire direct still require me to work independently. The position always requires a level of responsibility that goes beyond just making sales. The company who hires me always expects to be represented in the highest regard and the consumer will always expect the same. So it is safe to say that as a Brand Ambassador, you run your own business.

Businesses will fail to sell there products and/or services when either the market dictates it or they are being poorly represented. When we think of Brand Ambassadors (BA for short) we may think about the guy at Costco demonstrating tools or cooking appliances and you would be correct. However, there are more and more companies changing from the typical Sales Representatives to have the additional support of a Brand Ambassador. Considered a rock star in Europe, the BA brings a level of excitement that draws the consumer in on a more personal level. From trade shows and festivals to street fairs and local department stores, a BA will give you background history, detailed descriptions and personal experience that today’s consumers demand when shopping for goods and services. As a BA we are playing a role that is directed by the companies that hire us. This role is to be performed to the best of our ability.

Before being hired on and booked for an event I spend the majority of my efforts researching events to see what companies are in need of a BA. Using sites like Craigslist and Facebook groups, today it is becoming easier to locate quality businesses that need assistance while searching the internet. Experience in sales and marketing is a plus but, more important than anything is having a great attitude accompanied with a nice smile. These two attributes carry a long way as a successful BA. Once booked it is my responsibility to communicate with the event coordinator or store manager before arriving or at least before begining the job. Even if it requires meeting on my own time. BA’s are temporary and are sometimes looked at as uncaring employees so it is imperative to declare your commitment to the brand you are represented in the very beginning.

When it is “showtime” I have everything I need to be successful already planned. Detailed planning makes for a better event and an easier time for any BA. I have all of my materiels as well as doing all of my research prior to the event. I have even found myself sitting in hallways reading materials in order to be ready for an event minutes before I had to begin. It’s part of the entrepreneur quality necessary as a BA that makes you “get it done” at all times. There is no crying in Brand Ambassadorship. I have become a “man without a country” at times where the event was unorganized, my product had not arrived, or worst the company I am representing cancels the event at the last minute. Being the better person in difficult situation as a BA will always work out well in the long run than allowing situations to get out of hand. It’s a good rule of thumb to always find solutions and never exacerbate problems.

While I am working the event it’s all smiles. As I mentioned prior, the best tool for every BA in any event is a nice smile. The smile is welcoming. It tells the consumer that you are in a good mood and are approachable. The hard part is not allowing time to draw a frown on your face. Often a BA will be on their feet for more than 6 hours at a time and after a couple hours of standing anyone could lose their enthusiasm. But, a well trained BA will push through and always let their mood be positive and uplifting. It is the difference between a long boring day and an eventful day. I remind myself why I am working and who I am representing. It is also important to note and understand that a BA’s pay is often connected to successful completion of an event. This means I have to be here to get paid so deal with it. Do the job and don’t let the job do you.

When consumers ask questions I always present myself as the expert and even if I don’t have the answers, I will find them the answers. It pays to reassure the consumer that he or she is talking to the right person because not many people will buy from or listen to someone who doesn't​ have answers. Sometimes an answer can be simply, “I will find out for you.” This gives you a chance to build confidence in yourself and the consumer. This delicate back an forth between a BA and a potential customer is part of the roles played when working an event. It’s a balance of talking just the right amount about the product, the consumer and yourself that makes for a successful interaction the ends either in a sale as well as an informed customer. When my event is complete I always make a point to let folks know I am leaving soon. This allows those last minute connections with my customer base. Some people are shy and need a nudge to engage so announcing your departure may encourage those individuals to step forward. Once those customers and others working the event have been given a “heads up” and I have completed my “breakdown" procedures it’s time to close the show with a debrief with the manager or event coordinator. This is the time to make my lasting impression for the brand and myself as their representative. The ABC of sales is Always Be Closing and as a BA it’s Always Be Courteous. Never bitch or complain to the management. It’s in poor taste and never gives you a solution. So always be informative and nice with management as you leave the event. Never leave early or leave without communicating with someone on staff. It is a shame to witness BA’s lose work because they refused to communicate and allowed a small issue turn into a problem. No hiring company will defend the behaviors of a BA would ditches the job or complains to their client. Remember that the is no crying in Brand Ambassadorship. You are on your own most of the time and will be in better standing in the future when you take on the responsibility and always get the job done. It’s not all easy sailing with each event and I have had bad days. My lessons were to not make the bad overwhelm the event. Do the hours and finish of things are bad and if they are beyond repair seek assistance from your hiring company. It is better to stand around and complete the hours than to expect someone to rescue you or defend your bad position. The client is looking out for their product or service and the hiring company is looking out for their own business. You have to look out for yourself​.