Hello and welcome to another blog from the iD Team. This week’s instalment comes from Lizzie Morrison, one of our Account Manager’s in the iD In-store division. Take it away, Lizzie…
Would you ask your dentist to advise you on the best kettle to buy for your new house? Of course you wouldn’t, it doesn’t fall within their skill set. It’s a fact that when it comes to buying decisions we wouldn’t expect anything less than an expert opinion, especially at point of purchase.
Whilst brands now understand that human engagement is vital to both educate and influence their consumers, like anything it’s the quality of the interaction that counts more than simply placing a pretty face at a stand.
I experienced something similar at a recent home exhibition whilst casually observing an innovative new product for one of the world’s leading electrical brands. I waited at their stand for quite some time without even so much as a hello; so I decided to approach one of the ‘brand ambassadors’ myself. Frustratingly I was immediately handed over to another member of the team as my chosen brand ambassador didn’t seem to know anything about the product she was representing.
As a consumer I found the experience less than pleasant and immediately wanted to leave the stand. I struggled to understand how she was even selected for the job. Surely a demonstrators’ profile should represent the brand and mirror their target audience in order for people to engage and buy into a product – especially an expensive one with complex technical features.
Creating the right consumer experience is vital to a brands success – which doesn’t always have to mean a big budget interactive experience. Just one bad experience with a brand ambassador can consequently damage a reputation in a matter of minutes. Brands need to consider the importance of investing time and budget into the recruitment and training of the staff that represent them.
For us here at iD selecting and training the right brand ambassadors and demonstrators for our clients is one of the most important aspects of our job. Our specialist sales training workshops allow iD’s ambassadors to feel confident and approachable when talking to consumers. This then ultimately gives the customer confidence in the advice they are receiving and assurance that they really are buying the right product, whether it’s the perfect shade of lipstick or the best sound system for their taste in music.
It’s simple; if a brand ambassador doesn’t understand the unique selling points of the brand or product they are representing then the consumer definitely won’t!