Creating a brand ambassador program for Katwalk Kimberley – Using Gibbs Reflection
- Description: To initiate more sales with a limited budget I came up with a brand ambassador program. The goal was to boost sales by increasing the influence and reach of selected brand ambassadors. These ambassadors were chosen for their alignment with the brand’s image and their significant social media following.
- Feelings: Initially, I felt a sense of optimism. Using popular figures seemed like a promising way to increase brand visibility and credibility. However, I also felt anxiety about the program’s effectiveness and the return on investment as it took time to select the appriopriate influencers.
- Evaluation: The program had mixed results. While it significantly increased brand awareness and social media engagement. It didn’t translate directly into a proportional increase in sales. Some ambassadors were more effective than others. This indicated that not all influencers connect equally with the target audience. We also found that many of our selected influences didn’t reply to our initial message.
- Analysis: In my opinion, the success of a brand ambassador largely depends on their genuine connection with the audience and alignment with the brand values. The increased brand awareness was a positive outcome but it highlighted a gap between awareness and actual purchasing behavior. This suggests that while ambassadors can attract attention, other factors like product pricing, availability, and consumer trust play crucial roles in converting interest into sales. Solomon et al. (2014).
- Conclusion: The brand ambassador program was successful in increasing brand visibility but it was less effective in directly boosting sales.(Huang and Sarigöllü, 2012) The key learning is the importance of selecting the right ambassadors and aligning influencer marketing with broader marketing and sales strategies.
Huang, R. and Sarigöllü, E., 2012. How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65(1), pp.92-99.
Solomon, M., Bamossy, G., Askegaard, S. and Hogg, M.K., 2014. Consumer Behaviour: A European Perspective. 5th ed. Harlow: Pearson Education.