Engaging a Brand Ambassador for your next Fashion Campaign

Choosing a Brand Ambassador for a campaign, product or a company can be a daunting task to undertake. The success of your engagement with a brand ambassador will be measured by your overall campaign goal. Over the years, we have seen companies engage several personalities from various industries such as sports, entertainment, lifestyle and business for one campaign or the other.

It is evident that brand ambassadors play very vital roles in influencing consumer perception, promotional strategies. Studies have over 70% of brand perception by consumers is determined by the experience with an individual representative of the brand.

They are either engaged to become the face of a particular product, a campaign or a company by leveraging on their personality and following both online and offline to influence, communicate, promote or drive consumers to action. These partnerships most times are meant to increase awareness and generate consumer appeal, trust and possibly eventual purchase depending on the ultimate goal of the campaign.

In some instances, things could get out of hand with a brand ambassador which could have dire consequences on the company’s reputation and in turn affect the company’s revenue.

In avoidance of any crisis and damages, companies and brand managers need to consider the following in deciding who, why and how they should sign up that brand ambassador.

Do a thorough research

Before ever settling on who to engage for a brand ambassador role, make sure to do a thorough background check of who the person is. Know who they are, what they do, what they represent and their values. Review their history and past affiliations with other brands. Be sure the person has a good track record that will make consumers trust him or her and which will certainly be translated onto your product. Consider someone who is trust worthy and can represent your brand at all times. Your research should also answer questions such as; Does he or she appeal to your target market? Does the person have tendency to drive consumer decision to purchase? Once these are answered in the affirmative, then you are good to go.

Consider someone who is media and consumer friendly

Brand ambassadors must be media-friendly and relate to all persons across board. They must be able to answer questions about your product and speak confidently and directly about your brand to the media and also help you in achieving your entire communication and brand goal. Additionally, they should be able to properly deliver your message to the right target market. Being in a social media and technological era, it will be an added advantage to have someone who has a good following and engagement on social media.

Clearly state his or her scope of work

Once you have settled on who you want to sign up for as your brand ambassador, clearly spell out their scope of work in a written document that binds his or her deliverables, timelines, and KPI’s etc. With this done, the brand ambassador understands the magnitude and scope of the work before work commences.

Provide detailed Messaging Guide

Providing them with a messaging guide will be in place to ensure that they know what to say, when to say it and which medium they ought to say it. A messaging guide also sees to it that the right information being conveyed to your intended target market. The messaging should be relateable and done to reflect the personality’s way of doing and saying things, that way its original as possible.

Sign a Memorandum of Understanding or Contract

Having a binding document is very crucial when working with a brand ambassador for your business or product. Many a times, people do not take this aspect seriously and eventually find themselves in legal battles. The contract should clearly spell out the legal ramifications should either party default on their obligations as carried out in the binding document. Issues of exclusivity and default should all be clearly agreed upon before appending a signature onto the document. When not sure, do consult a legal practitioner to assist you on that.

Have a Crisis Communication Plan

No one expects a crisis in any business venture, but the unexpected always happens. It will be best to have a plan in place to deal with such issues rather than to be caught off guard and unprepared. A crisis communication plan will be a road map to guide you in dealing with any issue that will arise as a result of your partnership with the brand ambassador. It will direct how to manage and communicate your way out of the ‘mess’ created. A crisis management specialist can help you get a plan in place.

Photocredit: Google Image

Faith Senam Ocloo
Fashion Public Relations
Fashion I Beauty I Lifestyle I Arts

Living It: Spotlight on PR Woman Delali Diana Amaglo

Name: Delali Diana Amaglo
Company/Position: Sunon Asogli Power Ghana Limited/Public Relations Officer

Describe your job in one sentence. 
It is challenging, fun, and most of all an eye opener every step of the way. 

How did you get into Public Relations; how long have you been in PR? 
I’ve been in PR steadily for almost two years. But I’ve also been in communication for the most part of my life without concentrating on a specific aspect. I finally decided to focus on PR because it is first of all an area of interest to me. Then I also realized how essential it is increasingly becoming to the survival of individuals and corporate bodies as a whole. So when I felt like a ‘’square peg in a round hole’’ in all the other fields and employments I’d been in, it dawned on me that it was time to do what I love to do best – Public Relations.

What is your interest/specialization in PR? 
I am usually interested in the Issues and Crisis Management part of PR. But my specialization will be in Strategic Communication and Negotiation. For now, I’m an all-rounder. 

What is a regular day for you as a PR Person? 
Every day comes with its own pressure. Sometimes, there is a lot of desk work to do. Other times, I’m out and about. There are usually unforeseen interjectory schedules but generally, I have a full plate. Busy you call it?

How do you think PR can help change how brands are perceived? 
I think no matter how well a brand is established or relatively quiet, if a brand decides to stay without any effective public relations effort,  it will take the public a longer time to understand the relevance of the brand to society. Therefore, a brand needs to be strategically propagated by a skillful PR person in order to gain the needed recognition. That notwithstanding, a brand could stay in obscurity or be known but not for its real reasons. Hence to gain the required understanding and long-term acceptance, the brand will need a creative and analytical thinker to prepare and convince the public to garner the necessary positive perception of whatever brand image it intends to put in the public domain.

What kinds of challenges do you face in your Public Relations career choice? 
Before I answer this I need to state that, Sunon Asogli Power Ghana Limited is a 100% Chinese owned company. It is also important to mention that China is a Communist Nation and this makes them very conservative across all spheres. In effect, the role I play is essential in bridging the communication gap between the conservative Chinese workforce I find myself with, their culture, work ethics and policies and the “extremely liberal” Ghanaian culture and work ethics.   The biggest challenge however is learning to understand the Chinese way of working and getting the Chinese to understand the acceptable way of working especially when it comes to PR and communication in Ghana. All other related issues usually take me through different phases of emotions - psychological and intellectual- but I eventually settle in. 

As a PR Professional, what can’t live without……?
I really can’t do without my phone, information (internal and external) and access to the internet. There is little information one can get access to without the internet.  And since PR thrives on information, it is only prudent to have a device that can afford you such convenience always. Besides, the internet is essential for the transmission of whatever information my attention is drawn to, in sending or receiving. It is therefore crucial to have these three. 

Do you feel pressured to dress well for the job? 
Pressured? No. Am i conscious of my appearance? Certainly! It is the number one thing for me. As a lady and a PR practitioner, my appearance speaks volumes.  It determines the level of attention I’m accorded at a first glance and the physical impression i leave on the minds of the people I encounter on the job as the face and representative of my company. Hence, there is no room for shabby dressing even if I’m not on official duty. Every day and place is a working environment for me as a PR practitioner, so i need to unapologetically look the part.

Any advice to young ladies especially African women who may want pursue a career in PR or any communications related field? 
Young ladies should disillusion themselves from the myth that PR is a walk over and anyone who speaks eloquently can be a PR practitioner. Again, PR is not a platform for lies and popularity contest. There is more to it than all that. It takes love, passion, selflessness, wisdom, a high sense of composure and professionalism to make a good PR practitioner. In effect, they should not try to take up a career in PR just to fill a void.

This is a series of interviews for Women in PR in Ghana (#WIPRgh). Its purpose is to bring the spotlight on such women and also serve as a resource for students in PR.

Faith Senam Ocloo
CEO

E’April Public Relations

Follow me on twitter @eaprilPR and @faithsenam

Making the most out of #fghshop2015 as a participating brand

Being in its fourth year, the fashionistaGH shopping festival has served many fashion enthusiasts with lots of amazing goodies. For vendors and participating brands, it’s an opportunity each year to bring their brands closer to their customers and to the shoppers; it’s a one stop shopping season for all things fashion, beauty, lifestyle and arts.  

The event which is a mix of exhibitions, stalls, fun photoshoots, networking, and a runway show brings together established and emerging designers in a pop up shop fashion.

Here are few ways to make the most out of this year’s #fghShoppingFestival as a participating brand.

Amplify on Social Media  

It is very important if you are a vendor at this year’s #fghshopping festival to be active and engaging on most of the social media platforms such us facebook, twitter, instagram, youtube and google+. This way you are able to share and update your timelines with all that’s happening at the event. It is also the best platform to call out potential clients to attend and look out for your stand when they get there. During these 3 days, you should share your photos of your lovely designs on social media so as to increase your brand visibility. It is also a time to share content on your pages if they have been left it blank in a long while.

 Bring on your designing creativity

The shopping festival offers not just a platform to sell your product and services but to also build relationships that will go beyond the event. Bring out your creativity and design something that will be unique and stand out. Leave lasting impressions on all the people who will walk to your stand. Give them reasons to ask their friends to come the next day. Remember happy customers are most likely to locate anytime anywhere.

Engage shoppers

Aside sitting and saying hello with broad smiles to shoppers, engage them in interesting conversations and offer amazing discounts on your products or services. You know everyone like freebies. Package your pitching in an attractive way that will engage shoppers, buyers. Exchange contacts with them so you can connect with them even after the event.

Network with other participants

As participating vendors, it’s also an opportunity to meet like minded people within the industry to network and share ideas on how to grow the fashion industry. Bringing both emerging and established fashion designers together for some days serves as the best place to learn and build relationships. These relationships could go beyond helping expand your business and brand in the nearest future.

I hope these few tips are helpful. Until then, lets meet at fgh shopping 2015 from May 1-3.

 Faith Senam Ocloo

CEO

E’April Public Relations

Follow me on twitter @eaprilPR and @faithsenam

Photo Credit: Fashionistagh, Ameyaw Debrah, Amfo Connolly

Fashion Accessories with Yadey Jewelry

Looking good is becoming more and more important in our society today so is staying fashionable important to a lot of people too. One part of fashion that people are beginning to pay a lot of attention to is fashion accessories. Almost everyone is seen wearing any form of accessory at any point in time.

 Fashion accessories come in the form of necklace, bracelets, earrings, rings, fascinators, purses, handbags etc. They can be worn or carried with the intent to complement ones outfit. They are also used to draw attention to parts of ones overall look.

Yadey Jewelry is a lifestyle brand that specializes in fashion accessories for women of all ages. Whatever the occasion you are likely to find any accessory that will match yur outfit.

Each accessory from Yadey Jewelry is creatively designed to produce a distinct statement pieces using various types of beads.

Contact Yadey Jewelry on 024458380 and on facebook on Yadey Jewelry and bring out your outfit and style with the best accessories.

Accessories:  Yadey Jewelry

Model: Gold Models Agency

Photography: Sethphotography

Getting Beyond the Runway: A Designer's Reality or Myth?

For many designers, fashion shows and fashion weeks are very essential seasons they work towards all year through. They hustle earnestly in anticipation for all the glitz, glamour and the pomp associated with fashion shows and weeks. Thus, to have the platform to showcase their creativity and best designs to all who matter in the fashion industry.

In Ghana, many fashion shows have been organized over the years and each year designers are looking forward to cashing in on such opportunities. The likes of Glitz Africa Fashion Week, Ghana Fashion and Design Week and a few other fashion shows have gain lots to media attention in recent years.

An ideal fashion week and fashion show targets fashion editors, bloggers, fashion photographers, stylists, fashion publicists, buyers, celebrities and the likes.

Yes I would agree it feels awesome to be accompanied by these tall intensely looking but thinly gorgeous models after your designs have been showcased and then you have all the guests applaud. I know that sounds like I have been there before!

But after all said and done, the question is how do you get your fashion brand beyond the runway. What happens after the fashion show and fashion week? Do these fashion events have to offer to your brand?

As I mentioned earlier, an ideal fashion show and fashion week targets specific people for a reason; to converge all industry players to one place to create business and network opportunities.

 
Fashion Editors are very important people at fashion events. They influence fashion content and trends for publication in magazine, website, newspaper and television programs. They are most likely to leave such places with ideas on what their next issue will be about.

Fashion Bloggers are give visibility to your brand and design by writing and reviewing them. They can even go the extra mile to do series of features about your brand which will keep you in the spotlight for who knows how long.

Stylists are also very important at fashion shows. They have relationship with celebrities and fashion editors and are trend savvy people. During fashion shows, they have the opportunity to make decisions on what designs to use in styling their clients and also when having photo shoots for celebrities, fashion magazines, music videos etc

Fashion Publicists have also become important people in the fashion industry. Their work is to connect industry players to your brand through media relations, celebrity relations, consumer driven events to give you the right exposure that will attract buzz around your brand for years to come. They also ensure that they advise you on sustainable ways to engage your brand using effective PR strategies and tactics.

Fashion Photographers are there to show off designer’s creations. Their aim at a fashion event is to get the best shots of your designs which could be used to tell different beautiful stories about your brand. 

Buyers attend fashion shows because they influence what items will be stocked in shops based on their observations and predictions on trends.

Celebrities at fashion shows add glitz and glamour to the event. However, they also play very significant  roles beyond the runway such as having first hand exposure to the designers which could be followed by brand endorsements, requesting for some of the designs for their photo shoots, red carpet events, media appearance etc. 

Fashion weeks and shows are not for friends and families. They are business platforms for participants to make the most out of.

To organizers of fashion shows and fashion weeks, ensure that you invite these influential people to your event in order to give participating designers the best business platform to build on beyond the runway.

And to participating designers at fashion shows, a lot happens after the runway which you need to capitalize on so go for it and grow your brand. Whether a reality or a myth, you’ve got to make the most out of it.

If I did leave some other important personality at fashion shows, feel free to comment below.

 Faith Senam Ocloo

CEO

E’April Public Relations

Follow me on twitter @eaprilPR and @faithsenam