Activating a sampling or experiential program can be a complex process. From early consumer research to campaign measurability and creative direction, there’s a lot of work involved in setting a campaign up for success.

But before the wild rumpus can officially start, we have to make sure the program is supported with the right staff to positively and accurately reflect the brand. Here’s what is most critical when trying to match a brand ambassador prospect to the brand:

Understand the brand’s unique position

Anyone can be trained to know product inside and out so they can carry a conversation and answer questions. But what else does your brand want to communicate through a brand ambassador? Maybe a brand wants to reflect the importance of an active lifestyle or its commitment to a healthy environment. Maybe it wants to convey an edgy personality or passion for luxury. These qualities should also be reflected in your brand ambassadors. One of our clients, Muscle Milk, markets a product to physically active, health-minded individuals. They frequent the gym and pile on the protein. So we wanted the brand ambassadors to share the same values and interests as the targeted audience.

Look for characteristics of an engaging candidate

It takes a special kind of courage to be a brand ambassador. To reel in potential customers, BAs need to be fearless. Even when people have declined to chat about a product, a brand ambassador can’t give up or feel discouraged. Fortunately, our activations supply BAs with a value exchange – whether a product sample or coupon – to reward consumers for their time. Brand Ambassadors are go-getters; they know how to engage the consumer without being too pushy, and in return they hopefully create a customer for life.

Make sure you’re posting in the right places

To use your time wisely and reel in the best possible prospects, you might need to be strategic about where you post jobs. A field marketing opening for a specific city may need to be featured on a Craigslist page for that city, but a listing for a summer touring sampling program may perform better if you share among area colleges. Some cities are easier to find BAs in than others. It required deep research – online and among people you know – to determine whether certain cities are able to reach the right people for your open positions.

Choose candidates you trust

…But don’t take their word for it. Background checks and drug tests will have to be passed with flying colors before candidates can expect keys to your beautifully wrapped fleet of vehicles. When they’re representing your client, driving your vehicles and reporting to your organization, you need to ensure brand ambassadors can support their outgoing, adventurous personalities with focused responsibility and strong work ethic. Timing is important when searching for the perfect BA. You don’t want to wait too long to start the search because you will be rushed to find the perfect candidate. It takes time to post the job, go through tons of resumes, interview and then time for the background check and drug screen results to come back.

When searching for prospective brand ambassadors, we follow these guidelines to find the individuals who will most thrive in a full-fledged sampling program. We can train them know the ins and outs of the product and demographics, but responsibility, passion and motivation – those aren’t so easily transferrable.

Reach out to Kat about more hiring tips at KatherineN@TheSwitch.us.