How would you describe your ideal brand ambassador? Engaging? Knowledgeable?Passionate? Us too. We all agree that it’s critical the person representing your brand in face-to-face interactions embodies your brand’s personality. But how can you find this unicorn? It’s all about asking the right questions.
Not sure what to ask? Try these!
As the candidate is answering the question, ask yourself, “Do I believe their passion?” Pay attention to their body language here. Do their words and their delivery match? Do you find yourself wanting to learn more about the story, topic, or cause they are telling you about? If so, your consumers will probably feel the same way about this brand ambassador when they talk about your brand. If you feel genuine enthusiasm here, your candidate may be able to share a similar enthusiasm about your product with consumers.
2. What do you think makes a good demo/experiential marketing campaign? There are a
But there are also some red flags that can come up in the candidate’s answer. If you don’t know what to watch out for here, you may miss these. You don’t want a candidate who focuses on high-dollar giveaways if your brand isn’t offering that. Or what if you’re doing product sampling at a grocery retailer, and they say it takes a big flashy set-up to build a successful demo program? Hmmm…they might not be the right fit.
Some candidates will say they don’t really know. If this person is representing you at an event, especially if they are working solo, you want them to have an idea of how to make the activation successful.
Basically, you are trying to cut through the half-truths on their resume. They may have said they LOVE kombucha but didn’t realize it was fermented or had probiotics…and
actually, now that they think about it, they just tried it once. Cut through the façade and find out how knowledgeable they really are about your product/service.
If you are a brand-new product or service, you may not expect them to know much
about your brand, or category. You can still use this question to find out if they are going to connect with your target consumer. Let’s say you’re a new app designed for moms. You can ask the person how they would use the app. If they immediately “get it,” they may be a good fit for your activation.
We know finding people can be tough. But, trust us, it’s better to have no one than the wrong person. We hope these questions help you find passionate, knowledgeable, engaging brand ambassadors!
What are your go-to interview questions?