OBSERVATION PIECE
I have worked in the event industry for 7 years, in various capacities nationwide. I found that LA has a special market - with its brand hubs and connection to entertainment, it is the leader in exclusive PR events that spark the product campaigns that later trickle across the country.
When the PR events are influencer specific, it puts into perspective the bridge and key differences between the influencers and the brand ambassadors. I'm breaking down various aspects of these events - want an inside look?
BEING INVITED TO THE EVENT
Brand ambassadors are vetted by marketing or modeling agencies to work, and then passed along to the brand team (the client) for approval. It is similar to the casting process of a print or commercial, but you're working an experiential campaign as opposed to the marketing materials themselves. BAs can also be considered promo models or product specialists, depending on their varying degree of roles and responsibilities. They can be hired based on their experience in events or similar roles, personality, work ethic, personal connection to the brand, and/or having a look that aligns with the brand.
Influencers are selected by the marketing/pr departments of the brand to receive product and attend the events. They are can be selected based on experience in social media, personality, a quantifiable/qualifiable reach of people online, similar branding/personal connection to the brand, and/or content the brand aligns with.
WORK FLOW OF THE EVENT
Brand ambassadors (BAs) ensure the event runs smoothly on behalf of the brand (the client). They work directly with the client to facilitate registration, traffic flow, photo and game ops, brand awareness/engagement, and so much more. They are the face of the brand for the duration of the event.
Influencers ensure the brand gets exposure, creates a buzz on social media, and highlight their newest product. They network with the client and other influencers. They take photos and videos that align with their own brand, as a collaborative guest of the brand.
MEDIA COVERAGE
Brand ambassadors may appear on camera at a PR event, but it is not their focus. Often their contracts will state their likeness can be used as the brand sees fit, with no additional compensation. BAs (especially in entertainment heavy markets) are often commercial/print actors and models as well, this can pose as an issue if their likeness is used for commercial reasons, like in the case of the Fiji Water model (to be included at another time, if requested).
Influencers agree to attend the event with the expectation of being on camera for PR reasons. Again rare, but influencers can be similarly affected by commercial use of their likeness as stated in the BA Media Coverage bullet point above.
PAYMENT
BAs are paid by the agencies, who accept the client's budget to run their staff on the client's behalf. This is different from on-camera modeling and acting where the agency is paid a commission upon the talent's booking. Basically, the BA is paid to party (responsibly and professionally). Sometimes they get to take product home if there are leftovers. Their performance builds a rapport with the agency, leading to future bookings that may pay more or have higher clientele.
Influencers are paid in gifts and invitation to the event. Their interactions with the client could potentially lead to a brand deal, or other influencers may point them to more brands to work with. The influencer's team would be the ones to set rates and negotiate brand deals.
What would you rather do: work the event, or network the event? Personally, I am transitioning full time into on-camera roles, so I can actually be able to network and enjoy events upon invitation. With this much experience in brand engagement, sales, and on-camera work, it's time to bridge them on a much larger scale. Ad agencies, PR teams, non-exclusive talent reps... let's chat about commercial, print, and social media.
Website/Portfolios: https://awhfmedia.com/kaehlamaurer
Credits: imdb.me/kaehlamaurer
Personality: instagram.com/kaehlamaurer
Contact: kaehla@awhfmedia.com
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