Brand Ambassadors vs. Promotional Models: Key Differences Explained
With the digital revolution in full swing, contemporary channels of marketing have become prevalent. Given there are 64 million instagram influencer accounts around the globe, brands have leveraged these channels to improve their awareness.
Brand experiences are making a comeback as marketing agencies realize the power of tangible brand awareness. Brands have full teams to build, design, and create unique events to push product launches and consumer technology.
In order to properly succeed through event marketing, event coordinators need to contract brand ambassadors and/or promotional models. Here we will explore the roles of both brand ambassadors and promotional models, common similarities and differences.
What are Brand Ambassadors?
Brand Ambassadors drive brand awareness and loyalty through building relationships with consumers across their marketing channels.
BA’s also are known for being continuously integrated in overall brand promotion, through any and all marketing channels.
In order for a brand to consider a brand ambassador, the brand ambassador must embody the personality and values of the brand.
To use the most obvious example: Nikes slogan is ‘Just Do It.’ Nike encourages people to get active and reach their goals. Lebron James is an athlete known for becoming one of the best basketball players in history. Lebron could be considered to engage in deeper conversations with consumers regarding Nike products.
What are Promotional Models?
Promotional models visually represent products at events, trade shows, and promotional activities.
Their goal is to attract attention through visual impressions, demeanor and attitude.
Promo models engage in brief interactions with consumers, capturing attention and generating interest in the brand or product.
Promotional Models are typically hired on a short term basis for specific events or marketing campaigns.
Example: An event coordinator would hire promotional models from an event staffing agency based on headshot. The promotional model would embark on a short training to convey brand identity briefly.
The promotional models would be stationed throughout a brand experience to help with activations, and get consumers involved.
Brand Ambassadors are Promotional Staff?
In the events industry, event staffing agencies and brand ambassador agencies have assimilated themselves with offering promotional models and promotional staff due to high demand from brands and marketing agencies.
Where it gets confusing: Event staffing agencies call promotional models and promotional staff “brand ambassadors”.
Even in my experience working in the event industry, I’ve always known promo staff to be labeled as brand ambassadors. Here’s how I used to break it down as an event coordinator.
Influencers are hired on behalf of brand to attend the event as a guest, and take content of themselves enjoying the event. Influencers can either be involved in an ‘ambassador’ program where they are affiliated with the brand full time, or hired solely to promote a brand experience.
Brand Ambassadors are promotional models that are hired based on headshot from a brand ambassador agency to fulfill tasks such as check in, product demonstrations, or activations for a brand or company. These workers can potentially also have a following on social media, and be incentivized to post. Brand Ambassadors are trained to get involved in conversations with guests, helping the guests around the event space, and teach them about the brand and the mission of the event.
When event coordinators are looking for staff members to manage the event and make guests feel welcome, they search for brand ambassadors or promotional models. In the event industry, the two names are unanimous and both can be considered promotional staff for hire. If you’re looking for promotional staff, brand ambassadors, or promotional models in the United States, Elevate Events will exceed expectations.
