tasc brand ambassadors report
TRANSCRIPT
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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