tasc brand ambassadors report

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Sax Graham M. Sax 21 July 2015 Tasc Performance Brand Ambassadors Report Companies that implement a Brand Ambassador program offer a great way to identify a target audience, increase brand awareness through social media, and ideally acquire new customers. Patagonia does a great job of embedding their brand ambassador program on their website. The Patagonia Ambassadors consist of 102 men and women from all over the world broken down into six categories; climbing, fishing, skiing, snowboarding, surfing, trail running. Each ambassador has their own profile that connects to their own blog and various social media outlets. This strategy is a “win-win” for both parties as it encourages each ambassador to post more frequently and curate their profile to look as professional as possible. It also leads to each ambassador receiving significantly more views on their respective blog or website for being connected to the Patagonia website, which has a much higher domain authority than most of the 1

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Page 1: tasc Brand Ambassadors report

Sax

Graham M. Sax

21 July 2015

Tasc Performance Brand Ambassadors Report

Companies that implement a Brand Ambassador program offer a great way to identify a

target audience, increase brand awareness through social media, and ideally acquire new

customers. Patagonia does a great job of embedding their brand ambassador program on their

website. The Patagonia Ambassadors consist of 102 men and women from all over the world

broken down into six categories; climbing, fishing, skiing, snowboarding, surfing, trail running.

Each ambassador has their own profile that connects to their own blog and various social media

outlets. This strategy is a “win-win” for both parties as it encourages each ambassador to post

more frequently and curate their profile to look as professional as possible. It also leads to each

ambassador receiving significantly more views on their respective blog or website for being

connected to the Patagonia website, which has a much higher domain authority than most of the

ambassadors themselves. Patagonia also benefits because this increases their social media

presence throughout the world.

Ambassadors can also offer their readers or followers a discount code for purchasing

apparel on the brand’s website, which is a great way to engage their readers and show

connectivity with the brand. With Patagonia being a bigger brand, they can be more selective

about who they choose as their brand ambassadors. On the other hand, Mountain Hardwear, a

California based company that manufactures high-end outdoor clothing offers a place on their

website to sign up to become a brand ambassador. They even held a contest and picked four

winners to receive over 500 dollars worth of Mountain Hard Wear apparel for their new line.

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Some bigger companies like Columbia and North Face have an application process to become

ambassadors, and while that may work for them, having a more open process would benefit a

smaller company such as Tasc Performance.

Implementing a Brand Ambassador program would be a great business move for Tasc

Performance to increase their brand awareness and connect to a new customer base. In the past,

Tasc Performance has informally pursued brand ambassadors by offering sample clothing in

exchange for written reviews. While this may work to some extent, Tasc Performance could

greatly benefit from launching a more formal brand ambassador program connected through the

website. If Tasc were to follow a similar model used by Patagonia, but started off with only

American and Canadian ambassadors, they could help drive viewers by connecting all of their

ambassador’s respective social media outlets and posting featured testimonials. So far, over 50

men and women from across the United States and Canada has shown interest in becoming a

Tasc Performance brand ambassador. Almost 25% of these potential ambassadors have a

website/blog with higher domain authorities than Tasc itself. If the website were to also have a

media kit that outlines the benefits of being a brand ambassador, other potential ambassadors

will want to join. Tasc Performance could also hold a contest amongst their ambassadors where

whoever refers the most sales receives free apparel. This strategy is very common amongst Sales

Representatives and could work in the same manner.

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Works Cited:

http://www.patagonia.com/us/ambassadors

http://blog.mountainhardwear.com/category/ambassadors/

http://ambassadors.readypulse.com/ambassador_portals/131

https://www.columbia.com/OmniTen.html

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