Direct Line Blog

Mastermind launches ambassador practice enlisting consumer aid

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Last week, Mastermind, a social, mobile, digital and promotion agency, launched a social media brand ambassador practice with the goal of recruiting consumers.

It's nothing really novel, as brands have been enlisting the aid of consumers for years to get them to spread the word on the benefits of using their products. However, the differentiator for Mastermind is that “potential ambassadors” actually get certified.

Joe Schab, president and COO, spoke with me about the company's effort to build an international database of what he deems “passionate users.”

One of the main points he emphasized is that we are living in a world where consumers trust the opinions of their peers more – as evidenced by the growth of social networking.

I agree, consumers do rely more on the opinions of their peers.

However, I wonder if formalizing such a platform for consumers might take it too far. It then becomes more about marketing tactics.

Then again, if the incentives are great and the passion does truly exist, then, why not?

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