By Lisa Major
Brand ambassadors play a critical role in experiential marketing. As the face and voice of brands, they are responsible for making a great first impression on consumers. But if an audience doesn’t feel represented, it could significantly impact the success of your campaign. In an increasingly globalized world, hiring a team of multicultural brand ambassadors that is as diverse as your audience is essential to making consumers feel included and welcomed and it will help you make connections with a variety of people.
Hiring staff from various cultural backgrounds will help you reach a more diverse audience and as a result, you’ll reach more consumers. For example, if 70% of event-goers speak English and 30% speak Spanish, and you only have English-speaking brand ambassadors, you’re potentially missing out on engaging with a significant number of people.
Having a team of multicultural event staff and bilingual or multilingual brand ambassadors representing your brand provides a more inclusive and welcoming environment for all. Hence, you’ll attract more attendees to your activation and expand your reach.
Experiential marketing works well because it opens the door for emotional connections to be made between brands and consumers via your brand ambassadors. Brand ambassadors relay key messaging and provide engaging, two-way conversations that make consumers feel heard and understood. When people of many cultural backgrounds feel included, you’re more likely to evoke a positive and memorable experience for everyone in attendance.
Multicultural brand ambassadors can reach and engage with a broader audience, and as a result, you’ll connect with more people and make more impressions. This will help grow your brand by increasing brand awareness, brand equity, and brand preference. In fact, statistics show that when consumers feel emotionally attached to a brand after an event, they are more likely to tell others about their experience, purchase your products or services, and they are more likely to remain loyal to your brand.
Now more than ever, consumers are seeking out brands that make diversity and inclusion a priority. By hiring diverse and multicultural staff for your experiential marketing program, you’re demonstrating your commitment to ensuring that all consumers feel represented and that they matter to you.
ATN Event Staffing is committed to providing our clients with the right staff for their experiential marketing needs. We have a talented network of bilingual and multicultural brand ambassadors in cities coast-to-coast that will provide your target audience with a top-notch brand experience, ensuring your event is a successful one.
If you’re interested in learning more about our event staffing services, we would love to chat with you!