The Influencer Code by Amanda Russell & Amanda Russell

Author:Amanda Russell & Amanda Russell
Language: eng
Format: epub
Publisher: Hatherleigh Press
Published: 2020-08-15T16:00:00+00:00

While all of these perks are great, what makes the program truly special is that Maker has taken the time to truly get to know the influencers chosen for the ambassador program—finding out what matters to them, and how to add value to their lives through each channel This is evidenced in their efforts to make the program consistently active and compelling in their ambassadors’ lives.

As a result, Maker’s Mark’s Ambassador program gets significant coverage on blogs and social media, too, providing the brand with a wealth of fresh content throughout the year.

Even when Maker’s Mark attempted to dilute their product again in 2019, the outcry—and second reversal of the plan in six years—actually fired up their ambassadors to defend and promote the whisky as the dust settled.

That’s loyalty.

While some companies opt for a less formal partnership and allow any enthusiastic customer to sign up, if you are creating a structured program in which you’re delivering substantial value to your ambassadors, it’s important to have clear expectations around deliverables, performance, and compensation.

Using an affiliate commission structure can be straightforward—ambassadors are only compensated for any sales they make—but other forms of compensation, such as fixed payment, free products, production support, marketing assistance, and other resources should have requirements in place to help keep their budget and investments in check.

Requirement-driven brand ambassadors are tasked with complete certain actions for your brand within a specific time frame. Most often, these types of brand ambassadors are influencers with a highly engaged and desirable target audience.

We don’t go too in-depth on compensation structures in this chapter; we’ll be covering it in greater detail in Chapter 12). For now, the important part to note is that brand ambassador programs are really just one way of formalizing a long-term influencer relationship. It’s these agreements and contracts that spell out the mutual requirements and expectations made of the parties involved.

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