- David Willey
How Student Brand Ambassadors can revamp your brand

The elusive Generation Z are coming of age. Born between the mid-nineties and
late 2000’s, many are starting or already attending university, bringing with them
$44 billion in spending power. To stay relevant to these young and influential
consumers, here’s why student brand ambassadors should be top of your 2018
marketing strategy:
Organically advocate your brand
Brand ambassadors are more than just promoters; the concept relies on their
passion about a particular brand, enabling them to genuinely endorse a product
or service. Gen Z don’t trust adverts – they seek direct recommendations from
peers who provide reliable feedback and are a lot more credible than constructed
ads. Student ambassadors are therefore a key tool, as they use word of mouth
and social media to build brand awareness, encouraging like-minded students to
invest.
Increase brand exposure
Students can use their campus as a hub to engage with classmates and promote
your brand in a non-intrusive setting. The added benefit for your company is that
students can feedback what their peers think about the brand. By bringing these
young consumers into the marketing process, you can tailor your strategy to suit
their lifestyles and link-in with their values.
Encourage social media promotion
The best way to connect with Gen Z is through people they already trust. As well
as face-to- face endorsements, students should use their social channels to
connect with their receptive peers. Hired as independent ambassadors, any
advocacy of your brand will be more likely viewed as a genuine recommendation
than a paid-for advert. In return, ambassadors should be offered complimentary
products or gifts to further increase their brand loyalty and passion.
Be human
As digital natives, Gen Z have grown accustomed to tuning out adverts online,
tapping, swiping or simply averting their attention to another device just to avoid
watching. For brands that struggle to stand out online, the ambassador
programme is a great exposure tool as they are considered the face of your
brand. This personification can help build positive relationships with Gen Z as
they crave authenticity and welcome this human aspect.
Build a community
To loyal customers, certain brands do more than just provide a service. It is a
significant part of their lifestyle, shaping their identities and allowing them to
express themselves. By utilising passionate student ambassadors, they can use
their influence skills on social media to make their followers feel valued and
understood. This will lead to a community of like-minded students endorsing a
brand that is right for them.
Gen Z are ambitious students, keen to pursue their passions. The majority, if not
all, are highly proficient with social networking and will embrace the ambassador
programme to gain experience with their favoured brands. You could also be
looking at a future employee – it is not unusual for brands to hire a student
ambassador after they have proven to be knowledgeable and enthusiastic about
your brand.
Use brand ambassadors to win over Gen Z – in just 2 years, they will account for
40% of all consumers. And if you haven’t won them over by then, it will probably
be too late.
Does your brand want to start using Student Brand Ambassadors? We can help! Get in touch with dave@growthtank.com.au