A brand ambassador (sometimes also called a corporate ambassador) is a person who is hired by an organization or company to represent a brand in a positive light and by doing so help to increase brand awareness and sales. The brand ambassador is meant to embody the corporate identity in appearance, demeanor, values and ethics.[1] The key element of brand ambassadors is their ability to use promotional strategies that will strengthen the customer-product-service relationship and influence a large audience to buy and consume more. Predominantly, a brand ambassador is known as a positive spokesperson, an opinion leader or a community influencer, appointed as an internal or external agent to boost product or service sales and create brand awareness. Today, brand ambassador as a term has expanded beyond celebrity branding to self-branding or personal brand management. Professional figures such as good-will and non-profit ambassadors, promotional models, testimonials and brand advocates have formed as an extension of the same concept, taking into account the requirements of every company.
The term brand ambassador loosely refers to a commodity which covers all types of event staff, varying between trade show hosts, in store promotional members and street teams.[2] According to Brain, the job of a brand ambassador was undertaken typically by a celebrity or someone of a well-known presence, who was often paid considerably for their time and effort. Nowadays however, a brand ambassador can be anyone who has knowledge or can identify certain needs a brand is seeking. The fashion industry however, solely rely on celebrity clientele in order to remain brand ambassadors.[3] Furthermore, brand ambassadors are considered to be the key salesperson for a product or service on offer. They must remain well informed when it comes to the brand they are representing, due to their nature of being the go-to person when questions arise from consumers.[4] The brand ambassador's job is to drive results through communication tools either publicly, such as social media, or privately including emails, messaging and further one-to-one channels.[3]
Fuggetta highlights that a brand advocate is a marketing term for "highly satisfied customers and others who go out of their way to actively promote the products they love and care about, they are a different breed altogether.[21] " Further, he states that they are 50% more influential than an average customer. Often a positive experience with a brand, successful customer-service relationship motivates a brand advocate to express their positive feelings towards a brand. Traditionally, a brand advocate would sing praises of a brand and this would circulate through 'word of mouth' or other similar channels. However, in the digital age social media tools have allowed brand advocates to express themselves on forums such as Twitter, Facebook by 'tweeting' about a brand experience or 'liking' the brand itself. Rubin believes, "when customers seek you out via social media, they're looking for an opportunity to build an emotional connection. So give it to them."[22]
Level 1 - Advocate - Publix Account established, own a smart phone, mobile and PC usage, general knowledge of all Publix apps ( Publix App , Publix Delivery App, Publix Pharmacy App and Publix Pro App). Pass on line test. Attend in-store training session.
Level 2 - Ambassador - Be certified level one for a minimum of 60 days. Pass a knowledge test conducted by the district STEAP associate.
Customers percentage with Publix online Account
Customers accounts percentage that use the platform one or more times a week.
Customer accounts that use use two or more features
Customer accounts average spend per month
Increase account penetration rate by by 50% YOY
Customer penetration rate of 50% of targeted customers base
Account members platform utilizes using two or more features
Account users will increase monthly purchases by XX% when utilizing the app
Targeted product promotions sales will increase by 20%
Publix Brand loyality Ranking
Apps Users will have a higher brand loyalty ranking than non users
Instacart MDF funds allocation for in store marketing materials and kiosk renovations
Wireless Brands demonstration partnership
Form a marketing partnership with the Aprons team. Structure a joint marketing / in store advertising / and in store kiosk sharing plan.
Retrofit the kiosks to accommodate a consumer friendly learning environment for smart phones and smart devices.