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Promotional Models vs Brand Ambassadors |
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Written by John Cabarga
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Friday, 27 May 2011 |
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What differentiates one brand of whiskey from another? Age, ingredients, geographic location, tradition? How about cute girls in skimpy outfits? DJ’ing at nightclubs, I see it all the time. Brands hire “ambassadors” that don’t have a clue (or genuine interest) about their product and expect them to go out and promote it at the most critical moment: the point of purchase. Guess what Brand X? Your competitor is doing the same thing at the venue next door (and probably used the same agency you hired your girls from). Brands can’t realistically expect a promotional model to do the job of a brand ambassador. Why? Because: SEX SELLS, BUT PASSION SELLS MORE. There’s a huge difference between a promotional model and a brand ambassador, although it’s easy to confuse the two at first because there is some overlap. But it’s like comparing apples to oranges (picture tie-in accomplished). Both are there to interact with users and create a positive association for the brand they’re representing. However, the difference is that a brand ambassador promotes the brand with passion and knowledge. A promotional model, with a sexy outfit. Now, don’t get me wrong. I understand the reality and value of positive product association. I also understand it’s not feasible to hire and train brand ambassadors for every event. What I don’t understand is why these brands continue to throw their money away hiring untrained promotional models when they could be investing that money into much more effective strategies. After all, if everyone is doing it, how are you any different? This past Friday, I DJ’ed at my weekly residency at Segafredos in South Miami and a special event on Saturday at Transit Lounge in Brickell. Both events had two sets of promotional models who were promoting two different brands of liquor. I observed what they were doing closely. Here’s how both events went down: - 11:00PM: Promotional models enter the venue and start setting up their samples - 11:15PM: Promotional models finish setting up and start engaging with users (walk around, distribute samples, take pictures) - 11:45PM: Promotional models start wrapping up - 12:00AM: Promotional models leave (walk out wearing regular clothes) Approximately $500 later (on the brand’s tab) and no lasting impression. How does a user different Friday’s brand from Saturdays? What would make a user remember anything about that experience? What about the pictures they took? Actually, the pictures are for them. They are not for the users. The promotional models show the pictures to the agency to prove they were there and interacted with users. The agency then shows the pictures to the client and tells them what a success the event was. The client is happy and marks this down as a win. But how much more of that brand was sold at the bar that night? In both cases, not enough to break even. About The Author: My name is John Cabarga. I’m a results-driven marketing manager, DJ, and entrepreneur with over 7 years experience leading marketing, event management, and corporate communication initiatives for corporate, academic, and non-profit organizations. I’m moving from Miami to Chicago and looking for a new J-O-B! Specifically, in an experiential marketing, brand management or public relations capacity. Contact Information: Web: http://miami2chicago.com Email:
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