Create your first ambassador program : 5 tips

Creating your very first ambassador program can be overwhelming and sometimes you don't know where to start. So of course in addition to finding the tool, defining your goals and strategy, making a communication plan ... you can then find yourself lost.

March 22, 2023

👉 Creating your very first ambassador program can be overwhelming and sometimes you don't know where to start. So of course in addition to finding the tool, defining your goals and strategy, making a communication plan ... you can then find yourself lost. Creating a loyalty program is technically quite easy, but how can you be sure to make it a successful program? For you, we have some tips!

1. Properly segment programs, missions and rewards according to the target

Whether you have chosen to segment your ambassadors according to whether they are customers or influencers, by geographical area, by product type, by gender, by age ... you have the opportunity to create several lists. This targeting is crucial and is a determining element in the success rate of your programs. Of course you have to target to choose the right program, but you also have to give it the right missions, in front of the right rewards. For example, for the distinction between Customers and Influencers we observe :

For customers

  • Goals : loyalty and engagement-oriented
  • Missions: reviews, shares, comments, likes ...

For Influencers

  • Goals : visibility and acquisition
  • Missions : focused on content creation (post, video ...) and gifting

Here the targeting makes all the difference and changes the content of the whole program!

And it goes further, bringing differentiated communication, and slightly different procedures. For example, "J'aime mes dents" was able to differentiate on its landing page and its recruitment form the influencers from the customers:

Ambassador Program -Landing Page - J'aime mes Dents

2. Rely on the experiential

You can also choose to bet on new and exclusive experiences to add value to your ambassador community. Besides coupons, gift cards, promo codes ..., offering experiential rewards can help you get closer to your target and your consumers.

For your influencers:

Visit your premises / offices / workshops, a day in your daily life, taking control of your social media for one day  ...

—>  The goal is to be able to offer them an experience that has value for them and for your community. An experience they can create content with (blog posts, videos, stories, ...)

For your customers:

A day of treatment, restaurant for 2, massages, events gathering your community, webinars, exclusive lives ...

—>  The goal here is to continue the immersion in your brand universe by offering different rewards. Offering activities related to your brand or your products can not only allow you to develop partnerships, but also to give a feeling of exclusivity to some of your members. To really reward and differentiate their commitment and involvement.

3. Put your community at the center of your strategy

When creating your programs, don't hesitate to put your community at the forefront.

For that you can give your community a decision-making role or an advisory role. You can create product testing programs, where your community will give its opinion on your latest creations. You can create gifting programs where you send your products for free for them to test and talk about on social networks. You can also send  samples so that they test the product and give you their opinion by answering a feedback survey.You hesitate between two colors? Make them vote! You want to know their needs better? organize a toolbox to collect their ideas on your next products.

Highlighting your community also means recognizing its members individually. Highlight their involvement and gamify their experience. You can highlight your "ambassador of the month” in your front page stories on Instagram or in your newsletter. This way you give recognition to the most active and involved ambassadors or to the most creative or performing ones. In this way you inspire others and motivate them to give their best.

Finally you can make your community a tool of your brand image Create social ads where you put them forward, create a dedicated page ... if the community is part of your values you can make the most of it. Making your community your "brand ambassador" will help you establish your positioning, but also develop your community by making it more attractive!

4. Play on seasonality

Don't hesitate to take advantage of seasonality to create your programs. Are the end-of-year holidays approaching? Is it summer? The sales? In the same way you would use the highlights of the year to boost your communication and create new campaigns, you can match your marketing actions with your community actions.

This will allow you to have more impact because you will be aligned with the current concerns of your target. Also in terms of visibility outside your community, you can create a synergy of actions between your "branded" communications and your UGC (user generated content).

Giving highlights to your community also allows you to extend the period of your peak. Indeed, in addition to your classic communications, the actions of your ambassador programs allows you to maximize the highlights by continuing the discussion, the interactions and the exchanges. It is also a channel of choice to communicate seasonal promotions.

5. Make it fun!

It's well known that in order to capture the attention of your target on the long term, it must be entertaining! You can surf on the trends of the moment to create your missions. This will be beneficial for you not only in terms of ambassadors doing the missions (they will be more likely to do it if they find it fun) but also in terms of visibility (if you choose current trends that are making the buzz). Tiktoks challenges, Instagram filters in vogue, music of the moment, it's up to you to be attentive and to put your market intellogence at the service of your community.

If this content creates a buzz, it is also a great asset for those within your community who are looking for more visibility or subscribers.

Making it fun can also be done collectively. Why not make group challenges. Nothing prevents you from creating teams and launching a contest with a reward for the best team!

Finally, it's all in the details. Your tone, your wording, the gamification set up, all of this participates to improve the experience and make it attractive.

👉  In the end what will make your program a success, apart from the program itself is the experience you offer. Just as you take care of your customer experience to make it as smooth, enjoyable and engaging as possible, take care of your ambassador experience to make it as attractive, rewarding and fulfilling as possible.

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