STUDY SHOWS THAT MORE THAN 80% OF AMBASSADOR SALES ARE TO FIRST TIME BUYERS
MYTH: Ambassador programs cannibalize sales.
FACT: SocialLadder ambassadors sell 80%+ NEW sales for brand partners.
SocialLadder ran a study of two repeat festival partners — Lights All Night, an electronic festival in Dallas, and 515 Alive, a hip-hop festival in Des Moines. Two communities of different fans in different locations with the same results.
Of all sales made by SocialLadder ambassadors for these two festivals, an average of 83.5% were NEW sales, purchased by first-time buyers.
A few tips for how your brand can find new buyers:
1. Build a community of authentic ambassadors
”Festivals are always a reunion with friends I consider family. They’ve changed my life and who I am. They’ve taught me the meaning of community!” –Nikki Breslauer, April Ambassador of the Month
The fan journey is the most important part of the festival experience. When a fan opts into being an ambassador, you want them to feel like they are part of a community that they can relate to and feel special about. Ultimately, they are going to be helping your brand extend its reach to their friends, so make them feel like family. When ambassadors don’t feel like they are promoting alone, their overall experience is reported as being better.
2. Convert Your Customers
The best ambassadors are people who have already purchased your product — especially early-bird or presale buyers. These are the folks who are already committed to attending your event or who have experienced your brand — which makes them your biggest fans and thus most likely to help you reach new fans (aka their friends & family).
SocialLadder is able to help brand marketers capitalize on this by automating emails to customers encouraging them to personally invite their friends to buy.
3. Align marketing strategy with ambassador team tasks
63% of marketers interviewed in The Pulse Report: 2019 Industry Trends said that word-of-mouth was an effective strategy, and 49% said that social media — especially Facebook and Instagram — is an effective strategy to drive ticket sales. Aligning your marketing calendar with ambassador tasks is a great way to reduce your paid media spend and get ambassadors to help you spread the word — ultimately boosting your content to their personal following.
4. Use rewards to motivate your ambassadors
What’s more hype than an exclusive afterparty or VIP tickets to your favorite festival? Using fan experiences like artist passes, free tickets and exclusive merchandise are great ways to boost fan engagement and to say “thank you” to ambassadors for their hard work. Make it easy for fans to promote your brand by providing them with sample social media posts, email messages, images, logos, event descriptions, event hashtags, and any other brand assets that will make it as easy as possible for them to spread the word, and in return earn points to unlock priceless experiences.
5. Track results
In addition to making it easier for marketing directors to track ambassador activities, SocialLadder’s integration with e-commerce platforms like Shopify and Eventbrite enbles brand marketers to track the overall effectiveness of programs and view data to see which sales are new sales. Understanding what your customers enjoy and how they engage their friends is an important part of the marketer’s journey and an even more important factor in building a long-lasting relationship with your customers.