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Increasing brand awareness

How to grow your brand with an ambassador program

Word-of-mouth marketing remains one of the most effective tools at a company’s disposal; 74 percent of consumers identify word of mouth as one of their top points of influence. Rather than hoping word-of-mouth marketing occurs organically, many companies are taking matters into their own hands by creating brand ambassador programs. A brand ambassador program takes advantage of the passion of your most enthusiastic fans. By giving them exclusive benefits and the autonomy to carry your message to consumers, you can create a word-of-mouth marketing campaign that thrives for years to come.

Successful Brand Ambassador Programs

Lululemon

Lululemon does more than sell athletic gear. The company’s target audience is youthful, active, vibrant and hip, and its brand ambassador program reflects this. Lululemon’s brand ambassadors have the kind of lifestyle the company encourages, and they do so in a public way. In return, Lululemon rewards…

There are major obstacles to using brand awareness as a marketing objective

Over the past decade marketers have relied on quantity based measurements as a proxy for campaign performance. The volume of impressions, clicks and likes indicates that people see the ads and find them relevant and compelling. But with the increase of ad blocking and bot frauds, as well as demand for more data transparency, evidence suggest that traditional metrics do a poor job is measuring sales, engagement and, ultimately, ROI. A study from the IAB and Ernst & Young confirmed this trend, estimating that $8.2 Billion are lost as a result of traffic frauds, bots frauds, ad block and other threats. Specifically, the IAB found the following major reasons (the full report is in PDF form here): $4.2 billion is lost due to “non-human traffic” $1.1 billion is lost due to “malvertising-related activities” $2.4 billion is lost due to…