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November '19

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rv-pro.com November 2019 • RV PRO • 105 Brand Ambassadors: Not a One-Size-Fits-All Proposition At Dometic, relationships with ambassadors like the Lins blossom in one of two ways: The ambassadors seek out the company, or the company seeks out the ambassadors. Either way, Dometic judges potential candidates largely on their Internet presence and how it aligns with the brand, according to Logan Montague, a communications specialist at Dometic. Once they've joined the team, some ambassadors might excel at photog- raphy and require very little technical help from Dometic, according to Miller, while others might need an assist from the company in the form of professional videography. "If somebody's liked and respected and authoritative in the industry, then from a consumer level, that's probably somebody who we'd like to talk to and potentially make an ambassador or partner with in some way," he says. At Dragonfly Energy, brand ambassa- dors have been part of the marketing mix for Battle Born since late 2017. None of the ambassadors have been recruited. "They all came to us. We've never asked someone to be a brand ambassador for our company," says Sean Nichols, chief operating officer of Dragonfly. "This has all been organic." Nichols views Battle Born ambassa- dors as "living, breathing testimonials" for the battery brand. "Every single person who promotes our product is a real customer," he says. "And if they have a problem with our product, we're going to treat them like a real customer, too." The best brand ambassadors represent a brand only if they believe their fans will like it, according to Nichols. "This isn't just about a quick hit to our bottom line," he says. "This is about a long-term relationship we have with people who can beta-test our products and help us with the next level of product development and also let the grassroots conversation happen." At Dometic, some brand ambassadors Professional fisherman Adam James uses a Battle Born lithium- ion battery to power a trolling motor on his single-person kayak. On his YouTube channel and Facebook page, Small Town Bassin', he extolls the weight savings of his Battle Born battery vs. a traditional AGM battery while also discussing other tips for best boating experiences.

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