21 Aug 2012

Ordinary Consumers as Brand Ambassadors

We normally associate Brand Ambassadors with actors and actresses, models and sports personalities. However, you might be surprised to learn that Edaran Tan Chong Motor, the official distributors of Nissan cars in Malaysia have recently selected four lucky people out of hundreds of applicants as Nissan LEAF Ambassadors. These lucky guys are using the Nissan Leaf for six weeks and are sharing their experiences.

However, when I looked at who these lucky ambassadors were, I noticed a few familiar names. they are definitely not ordinary - at least two of them are well known bloggers in Malaysia. Jason Goh who blogs at Smashin' Popstar and Daniel Yap who blogs at Eternal hobbyist.

It does make perfect sense and is not something new as companies have been using bloggers to review (and promote) their products (and services) for a while. Bloggers are opinion leaders and several blogs have readerships that run into thousands. Studies have shown that they are perceived as more credible than even traditional media, including newspapers and may be the reason that websites of newspapers are increasingly looking like blogs. And unlike other celebrities, they do not require you to pay them millions to become a brand ambassador. Plus you get fantastic original and creative consumer generated content followed by online word-of-mouth marketing.

However, it can be risky as well. Many bloggers are known to be quite independent and speaking their mind. They might end up rubbishing your product and your brand name, if they had a bad experience using them.

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