November '19

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rv-pro.com November 2019 • RV PRO • 101 RV suppliers and others are increasingly relying on the emerging trend of making use of real people who share their stories of using and enjoying their products via social media channels and other outlets as part of larger company marketing efforts. So, what is brand ambassadorship all about? "Brand ambassador programs are a powerful advertising tool used to pro- mote businesses via word-of-mouth mar- keting strategies. The most successful brand ambassador programs can both increase brand awareness and enhance marketing efforts," explains Concordia University in St. Paul, Minn. CMO.com , a website geared toward marketing professionals, reported in 2015 that word-of-mouth marketing drove $6 trillion in annual consumer spending and accounts for an average 13 percent share of sales. And just what is a brand ambassador? "'Brand ambassador' is one of those

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