The brand ambassador role-a potential minefield!

In the equestrian industry, brand ambassadorships are commonplace-but they are not without difficulties.

Brands and companies-particularly smaller entities or start-up enterprises-are always looking for the most inexpensive and efficient ways to increase awareness of their products and services. Whilst more prominent, more established brands can build on existing market traction by entering into official sponsorship arrangements or running larger scale advertising campaigns, this tier of growth and promotion is often beyond the initial scope of smaller or more juvenile operations.

The ever-increasing use of social media by almost all demographics today provides many brands and businesses with their most valuable marketing tool. Companies have the opportunity to identify and connect with a person or persons who have chosen to use their product or service, and who have given a favourable review or shared posts on social media. This can make obvious any individuals who may be an excellent fit for the role of brand ambassador.

A potential candidate will be proficient in the use of social media across multiple platforms, and be willing to share and promote the brand or service in exchange for free or discounted products or services. Win-win, right? Affordable and straightforward advertising, which in turn assists in growing brand awareness, helping to drive further interaction and, hopefully, eventually leading to conversion.

Authenticity is one of the most sought after and important criteria when it comes to attracting new clients. The first-hand word of the chosen representative is powerful, and it is the key core component for influencers worldwide. Followers of influencers are far more likely to click on a link or read a review, and this in turn helps to create dialogue around a brand, product or service.

The equestrian industry can be tricky to navigate. Those at the lower levels look up to those who are further ahead, to the brands enjoying rapid growth and expansion, and to the successful meshing of these two entities. As a result, when a brand or business chooses to associate themselves with a person, it is exciting and motivating. It holds potential, and it looks good to the outside world. It should be a match made in heaven. But is it?

Very often, the exact requirements and expectations of the brand/service/business are not clearly set out. The chosen representative should know about the brand, product or service. They also need to know in advance how often they should post about the company, product or brand, and on which platforms. Content specifications and directives should be discussed, agreed upon and ideally, set out in writing.

The chosen representative should also be carefully selected. A large following across four platforms is great, but if that person is particularly controversial in their opinions or conduct, it may create unintentional negative associations around the supporting brand or business.

What should be a dream can rapidly become a nightmare. Tread carefully. Communication is key!