Mad Rabbit, a tattoo care brand, has seen impressive growth and revenue from its ambassador program, which has ballooned to nearly 8,000 members in just a year and a half.
A Tiered Approach
Mad Rabbit’s ambassador program is structured into three tiers:
- General Ambassadors: With a low barrier to entry, this tier is open to anyone who is a fan of the brand. Ambassadors can participate through an affiliate model, social media challenges, or both. In the past year, this tier generated nearly $500,000 in revenue.
- Sponsored Artists: This tier of about 60 tattoo artists is selected based on the quality and style of their work. They tattoo at events alongside Mad Rabbit employees and receive free products.As co-founder Oliver Zak explains, “The hope from there is, after spending a year on the sponsored artists team, they then graduate to the pro team, which is a paid position, and they’re very much figureheads of our brand.”
- Pro Team: The top tier consists of about 15 of the top tattoo artists in the United States. This is a paid position, and these artists serve as key brand representatives.
Be Authentic
The success of Mad Rabbit’s ambassador program lies in its authenticity. As Kimberley Ring Allen, founder of Ring Communications, notes:
“At the end of the day, you want to believe that this person who is telling you about this product… has first-hand experience and knowledge in it. If the ambassador comes across as overly promotional, it’s not going to work.”
How to Create an Ambassador Program
Define your program goals. Clearly outline what you want to achieve with your program, focusing on metrics like brand awareness and engagement
Establish ambassador criteria. Determine specific requirements for potential ambassadors to reach out to. They can be as simple or as in-depth as you want to! These might include:
- Passion towards your brand and genuineness
- Social media following and engagement
- Alignment with your brand values
- Country of residence
- Age
Create policies and guidelines. Develop clear guidelines for ambassadors to follow, including promoting the right products, using hashtags, and maintaining your brand voice.
Promote and incentivize. Build a long-term, positive relationship with your ambassadors! Offer free products, financial compensation, or promotions.
Track your progress. Monitor the performance of your program, using tools like hashtag analytics to assess engagement and ensure your campaigns are meeting their targets.
By focusing on genuine fans and industry professionals, Mad Rabbit has built a thriving ambassador community that drives both revenue and brand growth. Establishing an ambassador program can be the key to unlocking organic promotion and fostering genuine brand loyalty.
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