Brand Ambassadors are a waste of resources

Illium wrote:

Every November/December, when I look at applying for any of these programs, the questions are only about Instagram, Twitter, and Facebook, your number of followers, tweets, and likes. There is nothing about, what your running goals are, your involved in the local running scene, and whats your times/performances. It is all just, how many people can we bate into seeing out product next to your sweaty cleavage.

Please tell me that you don't think it should be the other way around? What did you get your degree in?

Illium wrote:

Honestly, maybe I am in the minority, but I do not decide to use a brand of product because "Sports Bra Sarah" posted a pic after her "hard" 3 mile run and says she wouldn't have made it through without [Insert generic product here].

Link to these pics?

I don't think it should be soley based on either of the two sides. I think there should be a performance aspect as well as a social aspect. I get that it is all marketing and marketability, but a combination of performance (that can be official proven), moving the sport forward, and someones "fan base" would be best for all, and by all I mean the athletes, the companies, and the sport. And I have my MBA and a BS of Chemical Engineering.

I question the quality of the marketing class/es you took for your MBA if you don't understand why brand ambassadors' most important resume point is # of followers.

racketing wrote:

Illium wrote:

Every November/December, when I look at applying for any of these programs, the questions are only about Instagram, Twitter, and Facebook, your number of followers, tweets, and likes. There is nothing about, what your running goals are, your involved in the local running scene, and whats your times/performances. It is all just, how many people can we bate into seeing out product next to your sweaty cleavage.

Please tell me that you don't think it should be the other way around? What did you get your degree in?

Not anything that required writing, clearly.

Briefly:

1. Yes, you are in the minority. You are not the target market. It is working for the marketers. The big money is probably more in the fitness lifestyle market rather than the high-performance running market.

2. Most of us here also believe we are in the minority. In some ways, though, we are probably more influenced by various forms of brand marketing than we are conscious of. Marketers do not want us to think about their products so much as they want us to have unconscious feelings about their brands. I know I act on those unconscious feelings more than I care to admit.

3. OK, I'm sorry, but I'm going to be that guy. Seeing an athlete using a product will "pique" (not "peak") your interest. Different word. Good word to know, actually.

worthless without pics wrote:

Illium wrote:

Honestly, maybe I am in the minority, but I do not decide to use a brand of product because "Sports Bra Sarah" posted a pic after her "hard" 3 mile run and says she wouldn't have made it through without [Insert generic product here].

Link to these pics?

Even the elites appreciate sports bra Sarah's posts. And sorry, OP reeks of hobby jogger.

They are called micro-influencers and they have a high engagement rate.

Just adjust your posts and position yourself as a micro-influencer as well, targeting more high performing runners.

Im with the OP. I think people that run b/c they want to improve their times will opt for whatever shoe is the most comfortable, affordable and helps that individual with performance. If you care more ab looking good then buy whatever the Instagram models are sporting. I always like to buy good shows at a cheap price just because the colors aren't popular sellers. They're getting tossed in a few months anyway so who cares?

The thing with Instagram that I don't like are the ambassadors that give training advice. It's amusing when "Trackstarbabe" is posting her 6:00 + mile splits, talking about her coach's prescribed workouts for the day, and giving training advice as she struggles to crack 19 in a 5k. I just don't get it.

I don't know if they help sell product but they annoy me. Hashtag this, hashtag that.. Fortunately I can just unfollow them. The biggest offenders in my orbit of cyberspace are the Radrabbits.

worthless without pics wrote:

Illium wrote:

Honestly, maybe I am in the minority, but I do not decide to use a brand of product because "Sports Bra Sarah" posted a pic after her "hard" 3 mile run and says she wouldn't have made it through without [Insert generic product here].

Link to these pics?

+1 Come on OP, don't leave us hanging

I’m on the flip side. Brands have to pay very little for their ambassadors. They are getting practically free publicity.

In the case of Oiselle, their ambassadors actually pay for the privilege. The ambassador’s fees go to support their emerging athletes..so Oiselle is not out of pocket. Occasionally one of those emerging athletes has success, and is bound by a gear and travel contract - and Oiselle essentially never paid a penny from their budget. They claim to be empowering women, but in this case they are using their members to find their ‘minor leagues’.