Brand Ambassador Identification & Selection for Small Business
Today I am going to start a series of articles on identification and selection of brand ambassador where I will discuss various methods that are used in present day marketing arena to leverage secondary brand associations.
This article is dealing with the method of Q rating/score a common method used by
marketers to identify and select the best brand ambassador to leverage secondary associations of a brand.
Before getting into details, first let me give you some
solid reasons as to why do we need Brand Ambassadors in the first place.
Reasons: why you need Brand Ambassador
1. According to a study, on average one in five
marketing campaigns in US and one in four marketing campaigns in UK, includes
brand ambassadors. While globally one in every five marketing campaigns
includes brand ambassadors.(1)
Considering the above facts, it is
quite reasonable to say that due to immense competition and resulting homogeneity of products/services,
brands are involved in leveraging secondary brand associations to differentiate
their brands from the rest.
2. Another study suggests that contracting a
well known personality as brand ambassador enhances product/service
credibility, increases customer attention and results in higher recall of a
brand. (2)
Considering the above benefits it
is reasonable to say that having a well known personality attached to your
brand you can not only differentiate your brand but can also attain customer
attention, higher recall rate and credibility for your brand.
3. Over one million businesses starts in the USA
alone that excludes online startups. (3) And out of those one million
around 134,139 patents are issued roughly to the same number of businesses
(134,139) while the rest of the businesses are essentially “Me-Too’s
(product/service)” numbering around 866,000 businesses. (4) And out of all those patents around 0.1
percent are profitable. (5)
What this all means is that there is
immense competition going on, around 114 businesses starting up each hour in USA
alone (not to mention that Worldwide macro, small, medium businesses were 125
million in 132 economies back in 2010 (6)) and considering the profitability of patents issued, one can
easily deduce that majority of those
businesses are exactly the same as others or me-too's.
Which means increase in competition (114 every hour), increase in customer choice, shrinking profits, shrinking market and you have not much to differentiate your brand from the rest.
Which means increase in competition (114 every hour), increase in customer choice, shrinking profits, shrinking market and you have not much to differentiate your brand from the rest.
If you guys remember, quite some
time back I wrote couple of articles on branding, When and How to Brand Effectively etc, so this article is somewhat related to those
articles, the difference is now we are focusing on the importance, relevance,
significance of Brand Ambassadors.
4. Similarly advances in technology, that has
resulted in an easy access to foreign markets,
resulted in complex and far more sophisticated business practices, all
of which has resulted in a well known global yet local market called “Global Business Village” (7).
And that’s why we see businesses coming from everywhere challenging the already present value producers (in the markets), threatening their market share, customer base etc etc.
And that’s why we see businesses coming from everywhere challenging the already present value producers (in the markets), threatening their market share, customer base etc etc.
In wake of all these facts, it is reasonable to say that one can’t
differentiate their brand from the rest by focusing just on the primary brand
associations.
So ? Any Ideas ?!!!
Like
I said focusing just on primary brand
associations would not help, a business has to focus on secondary brand
associations and one way to do that is by contracting well known personalities
for your brand as brand ambassadors.
In
this article I am going to focus on use of Q
score method (8), as tool to
identify the best and right individuals for a brand ambassador position. So let’s start with the
first step. That is identification of the best individual for your brand as
brand ambassador.
Identification of the Best Brand Ambassador by Q Score Method
What
you need to do is to identify all the potential individuals for your brand,
once you identify all the potential individuals for your brand. Then you need
to conduct a simple research.
Yes!
Really simple ;) all you need to do is to ask your target market, if they know
about individual X (individual X here is one among many you identified and
selected as the potential individuals).
Simply ask the following two questions
1. If they know about the
individual
If the answer is Yes then ask the second question.
2. If that individual is one of
their favorite by giving them the following choices.
A. One of my
favorites. B. Very Good C. Good D. Fair
E. Poor F. Never heard of.
Now
you will get a certain percentage (for instance 53%) of people (from your
target market) who would say yes they know that individual and similarly
certain percentage (for instance 26%) of people (from your target market) who
would say that the individual is one of their favorite or they are big fans of that individual.
To calculate
the q score, all you have to do is to divide the percentage of people who
identified the individual as their favorite one over percentage of people who
said that they know the individual. Drop the decimal and you got your Q Score J!
You will get a q score for individual X
Q Score for individual X= 26/53
Q
Score for individual X = .49057
Q
Score for individual X = 49
You
would need to do the same procedure for all of the potential individuals you
have identified. Once you get all the Q scores by following the above method,
the next step is then to choose the most viable
individual for your brand. The higher the Q score of an individual the
better candidate he/she is for your brand.
That’s
it, in the next article I will be picking up another method possibly “Davie
Brown Index” so keep visiting and keep learning the practical side of
marketing. J
And yeah, how about subscribing ?!
References:
1. Halonen-Knight, E.
and Hurmerinta, L. (2010), “Who endorses whom? Meaning transfer in celebrity
endorsement”, Journal of Product &
Brand Management, Vol. 19 No. 6, pp.
452-60.2.
Majumdar, R. (2010), Consumer Behaviour – Insights from Indian Market, Phi Learning Private Ltd, New Delhi.
3. Small Business by the Numbers
(Washington DC: Small Business Administration, 2004).
4. .http://www.uspto.gov/web/offices/ac/ido/oeip/taf/cst_all.htm
5. Tomina Edmark, “On Your Mark…”
Entrepreneur.com http://www.entrepreneur.com/article/17564-5.
6. http://www.ifc.org/msmecountryindicators
7. London, T. and Hart, S.L. (2004),
“Reinventing strategies for emerging markets: beyond the transitional model”, Journal of International Business Studies, Vol. 35 No. 5, pp. 350-370.
8. Bialik, Carl. "The
Numbers Behind Modern Star Search". TheWall Street Journal. Retrieved 19 September 2013.
TAGS Brand Ambassador Brand Value Branding Strategy Brands Editor Choice Marketing Marketing Skills Service Branding
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