Many brands looking to increase their brand awareness and tap into brand ambassadors — a person or group of people who promote a brand to their network and at company events — as a pillar of their overall marketing strategy.
Brand ambassadors, often comprised loyal customers, employees and influencers, help companies new and old:
- Increase social reach and drive social engagement: Studies like this one show that 84 percent of consumers are more prone to purchase based on a review from a friend or family member or someone they admire on social media than a company’s marketing.
- Improve lead quality and shorten sales cycle: IBM found when a lead is developed by an employee via their social network, that lead is seven times more likely to close.
- Cut back on paid advertising: Brand ambassadors are a cost-effective alternative to expensive paid advertising campaigns and have a greater return to the company thanks to authenticity and connection with a brand’s audience.
Cocktail Squad’s brand ambassador program
Cocktail Squad — the makers of small-batched, ready-to-drink canned cocktails — outfits its brand ambassadors with custom headwear and apparel such as t-shirts and tank tops to wear at events to earnestly advocate their unconditional brand love.
Having their “squad” out-in-the-field donning branded apparel helps to not only leave a lasting impression of the brand to their target audience and foster customer loyalty, but is a tangible way to translate their brand’s ethos: simple, elevated, and portable.
When Cocktail Squad employees rep the brand by wearing one of their foam trucker hats with the logo screen printed in a classy metallic gold, for example, it tells prospects and customers that employees are proud and engaged so much so they outwardly display it.
And if your target audience and customers see proud employees, it sends a strong message about the company culture and how people are treated.
|Cocktail Squad brand ambassadors wear branded apparel like this screen printed tank top by Anthem Branding to raise brand awareness. Photo from Instagram.|
|Custom headwear by Anthem Branding is in the line-up of branded apparel Cocktail Squad brand ambassadors wear during events to promote their brand affinity and pride. Photo from Instagram.|
Custom merchandise should be an extension of what the brand is about
Company founders Lauren and John Maggio came up with the idea for Cocktail Squad when trying to strike a balance between raising their four children and having alone time together.
In this pursuit, the two wanted to ensure the Cocktail Squad brand “embodied a balanced lifestyle: health and wellness and enjoyment, defining pillars of Boulder living.”
The portability of their canned cocktails makes it possible to bring happy hour to outdoor activities like hiking, camping or skiing.
When the company came to Anthem to help build a custom merchandise line, they sought out items and creative ways to illustrates their shared passion and brand purpose.
Cocktail Squad custom headwear and apparel line
We chose styles and types of apparel items that are popular with the Boulder demographic and can be worn comfortably during any kind of Colorado activity.
Cocktail Squad's screen printed metallic gold logo on each item is set against a classic black or white, resembling the same aesthetic of the brand's canned cocktail products, while also making the wearer feel stylish without being too loud or flashy. The items embody their “no fluff, just chill and go” brand value.
|Custom apparel by Anthem Branding for Cocktail Squad brand ambassador team.|
So when a brand ambassador or customer or employee is out and about promoting Cocktail Squad, the experience for the consumer is consistent — a key for creating a lasting emotional connection.
|Cocktail Squad tank top by Anthem Branding worn during a hike in Boulder, exemplifying the ethos of the brand that aims to offer a balanced lifestyle. Photo from Instagram.|
Cocktail Squad uses custom merchandise to drive customer engagement
|Cocktail Squad uses custom apparel and headwear by Anthem Branding as part of their marketing strategy to drive giveaway and contest engagement. Photo from Instagram.|
Ready to build a your own brand ambassador program?
Get started on fostering a lasting emotional connection with your audience and employees with custom merchandise. We’ll take care of the nitty-gritty details from sourcing to logistics and everything in between — so you can get back to what matters the most: growing your brand.