1. BRAND AMBASSADORS
VERSUS PROMOTERS

2. BRAND AMBASSADORS VERSUS PROMOTERS
The BRAND AMBASSADOR
 Is a cool, connected and followed
consumer who understands and
appreciates the brand values. (Click
to see SONY program details)
 Is a trend setter and a key opinion
leader in his/her community. (See
Google Student Ambassador
Program)
 Is free to talk about your brand
almost anytime and anywhere.
The PROMOTER
 Sells a product story with minimum
training, no matter if he/she likes or
consumes your brand.
 A promoter is talking with
consumers only during working
hours.
 Usually is a good-looking person
with experience in promoting
activity, not an influencer.

3. BRAND AMBASSADORS VERSUS PROMOTERS
The BRAND AMBASSADOR
The PROMOTER
 Has a friendly approach with a
flexible and personalized speech.
 Interacts with your consumers in
unconventional places.
 Has a semi-formal approach and
an established speech.
 Interacts with your consumers in
commercial locations.

4. QUICK CONCLUSION: ADVANTAGES
BRAND AMBASSADOR’S ADVANTAGES:
 Is in the places where your brand has not access (for example, unconventional
locations)
 Has an open conversation with consumers, not an established speech
 Influences other trend setters / early adopters
PROMOTER’S ADVANTAGES:
 Suitable for brands that need fast, in-store / selling points activations

5. INCANDESCENT MARKETING
WWW.INCANDESCENT.RO
BUCHAREST, ROMANIA