There are quite a few things that can make or break a brand: sales activity, marketing strategy, the ins and outs of their product and the people.
Out of all of these, which of them has the most influential power? The marketing strategy and the people. Now when we are discussing people, let me cite the two primary personnel of a brand: Brand ambassadors and Promotees – No they are not the same!
Here is a detailed explanation of the two to help you perceive the difference.
Brand ambassadors invest extra time and effort to learn about your brand, show a personal connection to it and have more of an informal bond with it. This means, their primary target isn’t to go around and force people to use your brand it is more of an opportunity for them to talk about why the brand is amazing and why they use it as well.
Think about Virat Kohli, he is the brand ambassador of Too Yumm, but you will never see him randomly talking about the brand during interviews. However, he never backs out from talking about how he is a health enthusiast and Too yum fits into his life very well. This automatically creates branding for your product, especially among Virat Kohli fans and followers. This is exactly how a brand ambassador works, informal, relaxed and informative.
Promoters on the other hand, like the name suggests, are here to formally promote and push your brand name forward. They use only their work hours to formally talk about the brand, make sales, cover the same scripted points and keep targeting prospective customers.
This is why more often than not, Brands go for some particular shop owners as promoters, as they get a huge chunk of prospective customers, would be willing to pitch the product in return of incentives and as long as they have a ready-made script, things work out well. This is exactly how a promoter works, formally, serious and specific.
Who should you pick? It depends on your brand, your goal of marketing and your budget because both of these cover very different aspects and very different groups of people.