Want to raise brand awareness? Consider an ambassador

by Dan Malovany
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Lenny & Larry's Complete Cookies
Lenny and Larry’s, for example, recruits consumers to serve as brand ambassadors and share the benefits of its protein-packed baked goods.
 

For companies looking to increase brand awareness and build integrity through their customer bases, consider an ambassador program.

Lenny and Larry’s, for example, recruits consumers to serve as brand ambassadors and share the benefits of its protein-packed baked goods. Through its program, which has no fee to join or requirement to sell, the Panorama City, Calif.-based company rewards ambassadors for spreading the word through tracking links or discount codes that can be shared on social media and websites, noted Anna Wiber, associate editor, Baking & Snack, in the magazine’s August issue. Rewards include a 10% commission and up to a $2,000 yearly bonus.

“When it comes to brand ambassadors, I think consumers want to hear from other consumers like them and not just the brand itself on why it’s healthy or delicious,” Lisa Hansen, vice-president, McDill Associates, a Soquel, Calif.-based marketing firm told Ms. Wiber.

Working with bloggers and social media influencers is another way to improve brand trustworthiness. According to the “2017 Global Consumer Executive Top of Mind Survey” by KPMG International and The Consumer Goods Forum, 82% of consumers would follow a recommendation made by a social media micro-influencer. In some cases, influencers have as much say in defining the perception of a brand as the company itself.

Packaging also helps communicate the dietary benefits. With the F.D.A. requiring baking companies to change nutrition labels, brands can take the opportunity to revamp their appearance and zone-in on health claims that matter to Americans. In today’s world, alternate forms of communication using a host of non-traditional methods allow bakers and snack producers to effectively reach a much wider audience than ever before.

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