November '19

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104 • RV PRO • November 2019 rv-pro.com B U S I N E S S In tapping people to tout his com- pany's products, Trey Miller, Domet- ic's vice president of marketing for the Americas, says that when assessing prospective brand ambassadors he's not looking for celebrities with millions of social media followers, such as Taylor Swift, Beyoncé and Kim Kardashian West. Rather, Miller says he's seeking people who are using Dometic products and "living the lifestyle." "We don't want somebody who stepped in and said, 'Give me a bunch of free stuff and pay money to me to talk well about your product,'" he adds. Dometic divides its brand ambassa- dors into two categories: global ambassa- dors and campaign ambassadors. Global ambassadors enter longer-term, more ironclad relationships with the com- pany, while campaign ambassadors come aboard for shorter-term, less structured engagements. Miller says Dometic formalized its brand ambassador program in 2016 in conjunction with its corporate rebranding. The company also takes advantage of brand influencers who might, for instance, post Dometic-re- lated content on an Instagram account only a couple of times. One of Dometic's global brand ambassadors goes by the name Mali Mish. Behind Mali Mish are Dan and Marlene Lin and their three kids. These days, they venture across Europe in a Sprinter 4x4 DIY camper; the Lins have been full-time RVers since 2008. The Lins tell the world about their adventures through blog posts, vlog (video blog) posts, podcasts and Insta- gram posts. The Lins also appear at RV shows where they chat with consumers and journalists. The beauty of the variety of content created by the Lins and other brand ambassadors is that it can be repurposed, according to Miller. For instance, some of the Lins' images might be included in a Dometic catalog or some of their videos might be reposted on Dometic's website. Professional fisherman Chris Zaldain (holding a Battle Born battery) and his wife, Trait, are pictured with Sean Nichols (left), chief operating officer at Battle Born parent company Dragonfly Energy, and Dragonfly CEO Denis Phares on the floor of a marine show. Zaldain is active on social media regarding his fishing exploits – and sharing his admiration for Battle Born Batteries.

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