1. Connect with your target market
through brand ambassadors to
increase customer engagement
and sales.AMBASSADORS
CREATED EXCLUSIVELY FOR AUSTRALIAN
SME FOOD AND BEVERAGE BRANDS
www.vickiesaunders.com
BRAND

2. Ambassadors give a ‘face’ to our brand, and allow us to
communicate with our target market in a way that is engaging,
efficient, entertaining and educational.
Ambassadors allow us to deliver a huge amount of information in a
very short space of time, and in a way that is willingly received by our
audience. We are creating relationships with them, so it’s important to
understand their needs before we focus on ours.
By providing a relatable, aspirational or inspirational personification of
your brand, your are able to influence your audience in ways that they
are receptive to.
There’s a rapidly increasing trend of people seeking out information
and recommendations from other people, on which they base their
purchasing decisions….and what we’re getting is good old fashioned
‘word of mouth’ made infinitely more powerful by online
communication platforms.
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THE POWER
OF A BRAND
AMBASSADOR
2

3. It’s exciting to be an SME company in Australia,
and the opportunities for growth and success are
abundant.
However, it’s always those companies who are
smart with marketing that get ahead of the rest
and really make an impact on their sales, brand
awareness and the way they engage their
customers.
SME Food and Beverage companies in Australia
share many of the same challenges, and when it
comes to marketing, it can be overwhelming, at
times quite frustrating, and to be quite frank, there
is a lot of money being wasted on ineffective and
outdated marketing activities.
CUSTOMER ENGAGEMENT & INTERACTION
SOCIAL MEDIA CONTENT AND STRATEGY
BRAND AWARENESS & KNOWLEDGE
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MARKETING
CHALLENGES
Common challenges
Feel disconnected from customers, and don’t really
know much about them. Missing out on
opportunities to develop rapport and increase sales.
Struggle to be seen and heard in a busy market. Feel
like people don’t really understand your brand and
you are missing out on sales.
Lack of time, content and strategy to create and
develop effective communication and activity with
current customers and increase reach to target market.
3

4. Truly Connected and effective
communication with loyal customers
Consumer behavior is effortlessly
influenced
Personalised content beyond simply
advertising
Generalised information sharing
One directional advertising
1
2
3
4
5
No marketing activities6
Where you
want to be
Where you don’t
want to be
EFFECTIVE
MARKETING
TO YOUR TARGET MARKET
Brand
ambassadors
make this
possible
4

5. HOW IT
WORKS
Ambassadors are an extension and enhancement of our
marketing and advertising activities. Billboards and flashy
adverts used to sell stuff, and global brands held all the power.
With social media and the lean towards trust-based purchases
based on personal recommendations and the 'humanising' of
companies, now more than ever we are seeing how brand
ambassadors allow a company to connect with their market in
a personal and 'soft' way.
The consumer wants to trust and feel a personal connection
with a brand, and ambassadors are the connector between
brand and buyer.
We engage ambassadors who represent our brand both in
their persona and their activities, and are able to engage with
our target market in a way that develops rapport and positively
influences their consumer choices.
www.vickiesaunders.com
Informational
An expert in their field who can provide brand
focused information that is relevant to the
target market.
Aspirational
Ambassador has achieved something that
target market believes is possible for them too.
Inspirational
Target market looks up to this ambassador,
and is inspired by their incredible abilities and
achievements.
Relatable
Ambassador shares target market demographics,
experiences, culture, activities, age, appearance,
lifestyle, issues or any combination of these.
5

6. 74%
of consumers say Recommendations
are a key influencer in their
purchasing decisions.
Inbound marketing
costs about
50%
Less to generate
than traditional
outbound marketing
i.e radio & magazine
adverts, flyers etc
Audiences everywhere are tough.
They don’t have time to be bored or brow beaten by orthodox, old
fashioned advertising We need to stop interrupting what people
are interested in & be what people are interested in.”
CRAIG DAVIS, CHIEF CREATIVE OFFICER, J. WALTER THOMPSON
86%
of people skip ads
on tv and radio
18%
54%
83%
OUTBOUND INBOUND RECOMMENDATION
HOW BRAND AMBASSADORS BOOST
CONSUMER TRUST
792
The average
network of a
non celebrity
ambassador
MARKETING METHODS
6

7. Adverts &
Catalogues
Media
Your Brand
Online
Content
Events
Social
media
Celebrity
Actors, Musicians,
Artists, Dancers
They all offer something different!
Athlete
Local legends to
global champions
Expert
Nutritionists, Chefs,
Scientists, Coaches
Employee
Factory workers to
Senior Executives
Customer
Long term and
current consumers
Everyday Hero
Great achievements and
overcoming adversities
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WHO CAN BE A BRAND AMBASSADOR
7

8. THE CELEBRITY
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THE ATHLETE
Athletes are always an obvious choice when it comes to promoting consumables. They offer a health
and wellbeing focus, and are often good role models for children and adults! They are inspirational, and
their participation in large, public, and often televised events offers a brand exciting and current
opportunities to entertain and further engage their target market and current customers.
Athletes bring a whole range of opportunities to a brand, including their fan base and sport-based
networks, as well as great content for social media, and participating in face to face events and
activities.
Celebrities were the first official brand ambassadors, when the concept was first officially termed
back in the 1920’s. Celebrity ambassadors offer an existing, large network as well as their own
strong personal brand (which should be fundamentally aligned with our brand).
Celebrities inspire and influence thousands and sometimes millions of people, and come to a
brand with existing professional skills and evidence of audience engagement (likeability!).
The celebrity ambassador offers a brand the opportunity for increased credibility and brand
awareness, as well as providing great content for their social media and other marketing activities.
Aspirational
Inspirational
Inspirational
8

9. THE EVERYDAY HERO
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THE EXPERT
Cooking
demonstration
The professional and qualified ambassador, who not only endorses a brand and
it’s products, but is able to provide supporting information to further engage and
enhance the target markets understanding of and experience with the brand.
This ambassador builds trusts, adds credibility to your brand, and is a great
source of relevant and up to date industry information. They can provide great
content for your marketing, particularly social media, they are often active in the
media and offer some incredibly value benefits to your brand when it comes to
face to face interaction with your target market, such as attending expo’s and
community events!
Overcoming a terrible tragedy, summiting 7 mountain peaks, or making a life-changing decision at
the age of 40….these are just some of the ways an otherwise average person can become a great
conduit between you and your target market.
By engaging an ambassador who has achieved something remarkable, yet in every other was is
the same as your target market, your brand can be represented in a way that your target market
can really relate to. This very quickly builds trust, and can be a very effective way to build strong
emotional connections between your brand and customers.
Informational
AspirationalRelatable Inspirational

10. THE CUSTOMER
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A customer endorsement of a certain product can be more effective than high paid ads or
thousands of direct mail flyers.
Testimonials can make or break brands. Look at movie companies that spend millions of
dollars of advertisements for the film’s opening weekend, only to have the movie flop after the
first weekend because of negative word of mouth. In this digital age, a tweet or status update
can potentially sway thousands of minds.
You may already have people who love your business and would be willing ambassadors. You
just have to identify the right ones and empower them.
THE EMPLOYEE
When employees make contact with existing or potential customers, they give meaning and
dimension to a company’s brand promise.
The best employee brand ambassadors don’t stop doing this at the end of the workday. They
continue to share the virtues and values of their company’s brand even when they are off the
clock — in conversations with friends, family, neighbours, and on social media.
InformationalRelatable
Relatable
10

11. HOW AMBASSADORS
BENEFIT YOUR BRAND
www.vickiesaunders.com
Increase brand awareness
and connect you with your
target market
Value for money investment
compared to traditional forms
of advertising.
Connect
your brand
with their
networks
and
audience
Engage, educate and
entertain your current
audience
Delivers
information
efficiently and
effectively,
requiring
minimal
audience time
and effort
Gives visibility and a
persona to your brand
that endears you to
your target market
Allow your audience to
experience your brand
vicariously and build rapport
and trust
Provide content for your marketing activities that can be used across
multiple platforms
Adds credibility through
association and through
personal endorsement of your
brand
11

12. BRAND AMBASSADOR
ACTIVITIES
www.vickiesaunders.com
Events Attend trade shows, industry events, corporate functions, community events and
other strategic activities
Media Spokesperson and brand representative
Social Media Content creation, content sharing, network and relationship development
Promotion Direct promotion via their network, brand’s network or new (or increased)
market sector
Visual content Images used across all advertising and marketing activities
Storytelling Their personal experience with the brand, their life experience, their day-to-day
activities, journey, participation in key events and activities.
Blog Engage, entertain and connect through regular and generosity-based writing
Testimonials Written or audio visual endorsements of brand
12

13. MEASURABLE
OUTCOMES
Having a clear understanding of our brand and our objective,
allows us to engage the right ambassadors.
.
When we align our Brand Ambassador activities with our
marketing activities and brand objectives, we can create clear
and measurable objectives with short and long term goals.
For example:
www.vickiesaunders.com
Increase product sales by 10% in 4 specific cities
within 9 months
Increase social media network by 20% within 6
months
Increase Facebook post engagement (comments
and likes) by 10% in 9 months
13

14. STRIKE WHILE IT’S HOT
Ask yourself these 3 questions:
1. Are we getting what we really want (and need) out of
our current marketing activities?
2. Could we be connecting better with our customers, do
they really understand us…and do we understand them?
3. Are there other opportunities for us to connect with
more customers and really grow our brand?
NEXT STEPS……..

15. www.vickiesaunders.com
I bring experience from 10 years in marketing;
the last 5 spent working with brand
ambassadors from around the world (and the
companies who engage them), helping them
create commercially smart, meaningful and
effective partnerships.
When it comes to representing your brand,
you want ambassadors who share your values
and can promote your brand naturally, with
integrity, and maintaining authenticity and
credibility.
I really believe that the best brand
ambassador is the one who is right for you,
and that’s what I am great at helping you with!
I love working with brands to identify
opportunities and the right ambassador for
your brand then create a strategy that is
intrinsically linked with brand objectives and
marketing activities.
Let’s talk! 0468 601 717
vickie@vickiesaunders.com
ABOUT
ME….