Are Brand Ambassadors Contributing to Your Success and ROI?

Have you ever run an event and spent upwards of twenty dollars an hour for each brand ambassadors to collect data and connect with consumers at your brand engagements? Usually they are attractive, bubbly and very much into each other, but are they as into your consumers? Are they spending as much time interacting with your consumers as they are with each other?

Problem

The reality is that you cannot be at all places at all times. You don’t know if Cheryl or John are out engaging with consumers or flirting and attempting to make the next great love connection. At the end of the event you will receive a handful of paper entries, or if you are lucky a spreadsheet with all the data you collected but while Jenny, Sheila and Frank may have been working diligently collecting data, Cheryl spent the day running her hands through her hair and John was showing off how many empty beer cases he could bench press. How do you know if they are working for you? If Cheryl has five entries and the rest have fifty, cut your losses early and send her home. You are not responsible for giving her a social day off. You are paying her to work and now you can monitor if she is in fact focused on her required tasks. If your ambassadors are not working, you are not receiving value for your marketing spend. This will negatively impact results, your event ROI and potentially be detrimental to you, your team and company success.

Solution

New technology exists to not only collect valuable insights from consumers at every face to face interaction and touch point, it helps to keep track of your ambassadors to ensure they are focused on your objectives. With this technology, multiple ambassadors can login into the same onsite app to track key objectives tasked for data collection, surveys or contest allowing you the ability to monitor exactly how many face to face engagements each ambassador has accumulated during your activation.

There are things you can control and things you cannot. You can; however, do your best to vet and hire talented staff but once they are on premise and out of sight, there is only so much control you can have. The bottom line is it is your budget and you want the best ROI for your event. You need to see results and there are software solutions that ensure you are getting what you pay for from your brand ambassadors, a full days work and a large amount of useable business intelligence to really gauge whether your event was a success and money well spent.