Often we do when looking for brand ambassadors. Often our choice fell on the big names, beautiful artists on the rise again, or figures that "the media / public catching". Of course the reason is clear. Their presence in the public identify their big names-are expected to make the target market believe in the message they bring, be it a commercial message or social message.
Problem of its effectiveness would require a lot of discussion to discuss, let alone a matter of cost. But, one thing is clear, the brand ambassador earlier has to do with loyalty contracts and budgets. Once the contract is completed and the budget is not enough, then it was off the loyalty of brand ambassadors that big before. One more thing, the public taste already know, the existence of celebrities is based more on a contract basis for brand loyalty rather than the material itself. Um ... if the public already knew that, of the credibility of the message to be reduced.
Coupled with the appearance of brand ambassadors brand through advertisements, never mind the more complete the less credibility. Therefore, the credibility will be further developed through a third person channels, not through direct communication such as advertising.
Who is OBA?
In fact, it's really a lot of the Other Brand Ambassador (OBA) the obvious loyalty, but we prefer to ignore them. There is a brand that is consciously oust them into brand ambassadors and make them as representative of the brand. But, of course, do not use advertising to create a strong arm. Ads can not be used to it. However, advertising is considered as a commercial representation company.
Actually, not only on the OBA only. At the brand ambassador will be more effective if they are asked to talk about the brand through a network of non-commercial use, if necessary through a social network that much higher level of credibility. But, it must be honest, we do not have enough patience to take advantage of these pathways. With advertising, our need for instant communication is easily met, and also more easily accountable to management.
Other OBA is more value they are so close to us, so do not need the selection to choose brand ambassadors. OBA is all around us, are often not aware of.
Here are some of the OBA that we can use:
- People in the brand, that is our own employees. Did not they are very close and hanging with us? Why not used?
- People outside of the brand, but very close to the insiders, is employees' family. They numbered more than employees, and also has a dependency as strong as the employees. They even have more time outside the company, and of course would be beneficial if used to represent the brand.
- People outside of the brand, but has affinity with the brand, both materially and emotionally. This could be a customer, or vendor-vendor associated our brand. Slank by making smart fans as reinforcing their campaigns on corruption and anti-drug.
- People outside of the brand, is rarely associated, but has compatibility with a brand value that we have. They are communities that is credible, and have a common vision with the brand.
Well, quite simply, is not it? And one more value other very great thing is that OBA can be carriers of the brand mission that can not be detected by a competitor. Besides not covered by the media, the power of OBA is also doing the "attack" directly to the target.
This is very necessary, especially when we have to educate the market before the product is actually launched. Through the mass media is clearly not possible, because this will only wake competitors. One-one, they can smell it and immediately imitate the products that we will create.
OBA movement can not be easily imitated by competitors. Therefore, only we have OBA. Differences with educational programs that we created with the use of mass media, anyone can take advantage of the space. So, even if they wanted to create a similar program, would have to use a different OBA. Except perhaps for the OBA number 4, it is unlikely that even if we are already working with them.
In addition, the extent of influence was more scalable, because indeed we are moving on the target audience is segmented and detected early. But if to try, it never hurts. Because the other forces of the OBA is (yet another) may not deviate from the fatal Key Message House. Mindset they have been formed from the beginning to make friends with our brand value.
image: http://www.stargroup1.com