A Brand Ambassador’s Guide to Field Marketing—Creating Brand Loyalty and Building Consumer Relationships. 

By Anna Guilford 

Happiness is the only emotion you can wear on your sleeve…

        As brand ambassadors, our job is to associate the brand we work for with a smile and a friendly attitude for the consumer, an interaction they will remember every time they see our brand. A consumer’s reasoning to purchase a product can be a completely subconscious, meaning if the consumer has had a positive interaction with an ambassador at an event or an in store demo, they are going to be more likely to buy our product over another brand and continue their brand loyalty because of the positive feeling they associate our brand with.

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The key is working for a company who’s product/service you love and actually use…    

      First off, as a brand ambassador you get unlimited free product, so working for a company who’s product you love is definitely in your best interest. However, free product should not be the reason you work for a company, it is merely a perk of the job. Working for a company who’s mission, values and product you support will lay the foundation for your success with the company. It is much easier to rave about a product you love and use to a consumer than a product you have used once and don’t really like. It is extremely important to remember that nine times out of 10, consumers can tell when you’re lying. I always give a little anecdote if the consumer seems interested enough, something like “I love this snack, I always take it to school with me.” Those are the types of interactions that elicit a sort of a trial close; the consumer starts to picture themselves utilizing the product in their own lives by relating to you as the ambassador. 

Know your facts… I repeat, know your facts…

You never know everything about the company you are representing, research is your best friend when you are a brand ambassador. When you feel you have all the answers about your product, a consumer will ask you a question that will stump you, or will lead to a more detailed conversation and it WILL stump you, I promise. It is to your benefit and your company’s to know what you are talking about. Working for a healthy snack company that prides itself on having “ingredients you can see and pronounce,” being entirely gluten free, all natural and having a low glycemic index, I have received heat from skeptical consumers.  There are ALWAYS going to be people that doubt your brand; whether you’re representing food, clothing, makeup, alcohol, whatever it may be, people will want to challenge you. When this happens it is extremely important and satisfying to have knowledge beyond what the brand markets. For example, consumers love to question our choice to put palm oil in our products because harvesting this good can be a reason for deforestation and be done unethically for profit. When people ask, we have to know how to explain to the consumer how this oil was sustainably sourced and where. I have made many sales to consumers who are willing to try the product I am representing based solely on the fact that I knew information beyond what they expected me to. It impresses consumers and makes them feel that they are making a good investment because knowledge is transparency. 

Don’t be afraid to be told no…

      Representing a company in the field can be intimidating at times. However, you are in the field for a reason, your company is relying on you to be the face of proof of their consumer interaction. You cannot be afraid to ask for what you want. I have asked music artist Jack Johnson, pro volleyball player Kerri Walsh-Jennings and Real Housewife of Orange County Gretchen Rossi for photos with me holding my product at events, sure it was horribly intimidating because they’re famous, but it was 100 percent worth it and I got all three photos. The main point to remember whether it is a celebrity or just an average Joe at a sampling is that the worst thing that is going to happen is they say “No.” That’s it. Being told no doesn’t feel great but you need to be able to brush it off and move on to the next person. Odds are you are never going to see this person again, so get out there and ask for what you want. The risk takers and assertive ambassadors are the ones who find themselves with more opportunities for growth and tend to stand out from the crowd. 

Featured Guest Writer, My PR Classmate and Beauty Guru, Helena

Beauty on a Budget

The Holiday Gift Guide for College Beauty Lovers

By Helena Enciso

It’s so stressful to shop throughout this time of year, so hopefully this makes your job a little bit easier. In an industry saturated with what it seems like millions of beauty products and a budget of a college student, how does anyone know what to buy for someone passionate about cosmetics and/or skincare. These gift ideas have some of my favorite products with a little something extra and won’t break the bank. These are perfect for your best friend, roommate, secret Santa and anything else that comes up.

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  1. The first thing on the list is a 12 Days of Beauty gift set from Target for only $19.99. This set hits all the beauty marks like skincare, haircare and makeup. You actually get a full size version of one of my favorite highlighters from the drugstore, the Wet n’ Wild MegaGlo Highlighting Powder in Precious Petals. This set is a great way to sample a ton of products from the drugstore. 

  2. What better gift to give during the holidays than the gift of beaming cheek bones? This Amrezy x Anastasia Beverly Hills highlighter is a must have for all beauty lovers. It retails for $28 and works on so many skin tones. You can literally build this up to be seen from space or start slow to be subtle. It has a golden hue perfect for anyone on your holiday list. Once you use this highlight, you will never touch another one ever again.

  1. If you’re looking to spend a little more, the Anastasia Beverly Hills Soft Glam palette is the perfect holiday gift. It retails for $42 with warm tones galore. It’s great for everyday looks, but can also be used to create a sultry going out eye. The possibilities are endless with this palette. 

  2. If you’re looking to give a gift with a little something extra, this Limited Edition Watermelon Jelly Tote Set is your product. This gift set includes a travel size version of the best-selling Watermelon Glow Sleeping Mask & the Watermelon Pink Juice Moisturizer. On top of that, it includes the new Watermelon Glow Jelly Sheet Mask with the cutest pink jelly tote for only $40. You get a great accessory with some amazing skincare, it’s a win-win scenario. 

  1. Lastly, you can never go wrong with beauty tools. The best bang for your buck is the Morphe Complexion Crew 5-Piece Brush Collection. Morphe has great quality brushes for make-up lovers of all skill levels.  These ones are especially great, in my opinion, because they have a cute gold ferule and comes with a sequenced makeup bag. 

 These products are or include my holy grails.  Hope this guide helps you out check off all the holiday gifts on your list this year with confidence. 

80 Miles, Mammoth to Yosemite in Eight Days on Foot.

By Anna Guilford

Something I never imagined myself doing was hauling a 40 pound backpack through the mountains for a week, but I have never felt more proud of myself for doing so.

I was not experienced in the slightest…

     All I knew about backpacking was that it was pretty much all my boyfriend talked about, so I figured I should see what all the hype is about.  I had no idea what I was getting myself into.

Packing my bag tested my patience and my organization skills…

     I was given the world’s largest backpack and a bear can, then sent on my way to spend $600 at REI. Now, filling a bear can might be more difficult than the actually hike itself, because you have to pack all of your food for the next eight days into one container, (and if you’re like me, you try to smash 87 pounds of food in it only to realize you cant’ shut it.) You never realize how much you eat in a week until you have to carry it on your back.

The trek started and the scenery blew my mind…

Once our bags were packed we drove seven hours to mammoth, grabbed our bags out of the car and set off on our first trail. Days two through six we hiked an average of seven miles a day, with a hefty 17 mile hike on day seven that truly tested my sanity. We hiked through rivers, up rock walls, through the rain, mud, on broken tree trunk bridges and through swarms of mosquitos. The views I saw cannot b described; they weren’t like postcards and they weren’t like paintings, they were surreal, the type of scenery that you never can fully absorb in your mind because everywhere you look your eye catches something different. When it came time to set up camp each evening, we boiled some water to pour into our freeze-dried meals and laid out our beds. The nights taught me the most. No cell service, no television, nothing to do except talk, play games, sing and play the ukelele around the campfire. I found the nights teaching me the most gratitude—you never truly miss your bed until you’ve slept in a sleeping bag on the ground with a pillow made out of down jackets, no tent and no protection—but it was worth every second of incredible, unobstructed views of the stars.

The last day of the trip reached new heights—literally…

Taking a breath (or seven) after reaching quarter dome, on the way to the cables.

Taking a breath (or seven) after reaching quarter dome, on the way to the cables.

Day eight. Yosemite. Half Dome. I had no idea what half dome was until I was in the middle of climbing up it. Half Dome tested patience, anxiety and strength that I didn’t even know I could feel in my body. This massive hike is in Yosemite National Park in California and is made up of about three miles of dirt path that leads to “quarter dome,” followed by rock that you basically climb straight up by holding onto wires, using muscles you didn’t know existed, for a total elevation gain of 4,800 feet, according to the National Parks Service website.

The hardest thing I’ve ever done…

Base of the Half Dome Cables, 400 feet up to the top.

Base of the Half Dome Cables, 400 feet up to the top.

The three mile hike to quarter dome was exhausting, gaining elevation with each step, but it seemed like a piece a cake once we reached the cables to the top. We grabbed some gloves and started our 400 foot ascent up to the top of the rock, which would not have been as much of a challenge if I had worn my hiking boots, but I wore Nike Free Runs! Rookie mistake, I nearly slid off and died about 14 times. Nevertheless I was determined and somehow I reached the top without falling off and taking everyone out on the way down. We were a lucky group, not only did we start the cable ascent much later than you are supposed to (the park rangers don’t want you on the cables once it’s dark), but we managed to have just our small group of seven, on the cables and on top of the rock—mind you half dome is one of the largest tourist attractions in the world—this was extremely rare.

“What’s Half Dome?”

This was the thrilling response I received from my mom and dad once we made it to the top as I called them with the tiny drop of cell service we had being over 8,000 feet in elevation, so excited to tell them what I accomplished and how scared yet overjoyed I was.

Still not sure how I survived the descension…

Again, I was wearing Nike Free Runs, traction did not exist. I knew there was no way i would be able to take small steps down the flat surface, so I held on to the cables, squatted down and slid slowly down 400 feet to the base.

This trip changed my life…

Coming back from the trip sort of felt like the ending of castaway, where Tom Hanks is sitting on the floor of his bedroom having almost forgotten how to function in modern advance society. The smallest thing felt like luxuries, like using a toilet, having fresh towels and running water. Sometimes I think about it I still can’t believe I actually went on this trip, even though I constantly look through the photos even years later. Backpacking was a trip that was purely preserved by the memories. Sure, I took hundreds of photos but I found myself feeling unsatisfied when I would pos them on social media. I was so eager to share with everyone what I had done but I realized there was no true way to explain or show people how incredible and difficult it was. There were days of tears, blood, fights, trips and falls, but they were moments only I and those who trekked with me understood. Backpacking taught me how to live off of only the things you truly need and how to make the most out of what you have. When you’re living in the forest you cant just grab a glass of water whenever you feel like it, you have to go pump it from the lake, you can’t just take a nap or shower or grab a snack at any given moment, you have to learn to work with what you’re surrounded by and what the environment offers to you.

KIND—a Snack, a Lifestyle and a Community.

I was ready for a change of pace…..

Having worked at a gym for two years, last spring I decided to take on a job that would take me outside. I needed a balance of standing behind the front desk and venturing out into the community. Before I got hired with KIND, I had no idea I could enjoy working and actually look forward to going to work. I’m getting paid to meet people, to help people live healthy lives and to make my community a kinder place.

KIND is a snack company that offers 100 percent gluten free, all natural and non GMO whole nut bars, fruit snacks, granola, healthy grain bars and pressed fruit bars. Their target audiences are athletes and women in their 30’s, who like to live a healthy, active lifestyle. I was hired as a “KBA” (KIND Brand Ambassador), which means I am demoing in stores, working events and partnering with businesses and influencers to grow the brand. Events that we participate in range anywhere from large music festivals to small sporting events and expos, getting to meet new people in a new community every day.

The very first weekend on the job, I was sent out to Temecula Valley for the three day Temecula Ballon and Wine Festival, about two hours away from home. I must have met 100,000 different people that weekend, it was incredible. The people I met loved our brand—I was getting paid to make people happy. With every guest that approached our booth there was a different sense of enthusiasm; maybe they’ve had a gluten allergy for years and now they finally found a snack they can eat, or maybe they’re diabetic and are ecstatic to have found a low sugar snack that they love, or maybe they just flat out love the bars and buy them in bulk because their family eats 20 of them a day.

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I was proud to have earned what we call, “KINDo’s” from this event, a recognition of those who go out of their way to make an event run at its best. I received it for having great knowledge of the brand, and communication skills of a veteran ambassador.

Since this Temecula event I have been fortunate enough to work events in Big Bear, Redlands, Riverside, all around orange county, the Del Mar Racetrack and Los Angeles. Each city brings its own character and its own demographic of consumers. Growing up in Long Beach, I have always been immersed in diversity, making working in a new city everyday the best part of the job.

Meeting hundreds of thousands of people over the past year and a half has enhanced my skills beyond what can be taught. It is only through experience you can take the word “stranger” out of your vocabulary. This is the ability to see individuals as an experience, seeing a person and thinking “How are they different from me? What have they been through in their life? What can I learn from their differences and their experiences? How can I connect with this person?” This is the ability to see people as lessons, advice, a door to new opportunities. KIND has taught me to see people as community, as a bunch of small parts that all come together to from one. KIND has taught me to approach everyone with kindness, because you never know what they have experienced, or what they know. KIND has taught me to look at the world differently, with an open heart and the willingness to learn from the diversity each community has to offer.