“Word of mouth” marketing has been around since the first cave man showed off his new flint knife and bragged about how great it cut through mammoth hide. The only problem was the cave man had to travel to get the word out about his flint knife manufacturing business, although he may also have employed wall or rock painting to advertise. The problem was customers had to come to the ad.
The ancient Egyptians made sales messages and wall posters which added a little advertising mobility, but getting the word out to a broader audience was tough until about 1450, when Gutenberg’s metal movable type allowed for the mass production of flyers and brochures.
Despite all the problems getting these messages to the customer, you just know these rock paintings, Egyptian posters and medieval flyers used testimonials and endorsements.
Promotional models drive consumer demand for your product, so an ancient Egyptian would be crazy not to claim that Pharaoh swears by his goat’s bladder liniment just like you will.
Promotional models provide product information through their testimonials and endorsements, thereby increasing product awareness and creating associations for the customer between the product and an idea like effectiveness, trust, beauty, sexiness, etc.
Brand ambassadors are promotional models selected from loyal customers, to answer questions and motivate more customers to purchase the product. Reaching customers through the internet makes this technique even more effective.
Brand ambassadors can now speak to your customers face-to-face and talk about your product using video testimonials. Your product and your brand ambassador can travel around the world to get the word out about your flint knife manufacturing business and you won’t even have to leave your cave.