Choosing the right people to represent your brand is vital if you want your event marketing campaign to be successful.
Never forget that they are a key ingredient to any event, as your chosen brand ambassador has to portray your brand image positively to the public. To maximise communication and engagement businesses should always set out to select teams of people that complement their brands target audience. Every detail must be well thought out, for example, it is essential to consider the dress code, business suits are no good if you are aiming at a young, cool audience.
Large, worldwide brands will often choose a well known celebrity who is associated with its brand ethics and shares its values to endorse the brand in the same way as an ambassador. This is a proven strategy as the celebrity will be associated with the brand in every aspect of their career for as long as the endorsement campaign runs for. Although there have been many recent examples of how other aspects of a celebritys life can damage a brands reputation. This leads to the celebrity being dismissed from being brand ambassador and the brand having to start the campaign from scratch incurring major costs.
Take a step back and consider the campaigns overall objectives before you recruit your people, think about the audiences demographics, ethnicity, regional accent, age and first language. These are all important factors to research when putting together a winning event marketing team.
Careful selection of people from focussed databases of known and trusted people is one way to ensure the success of a campaign.