I remember a story from my middle school. The story was about a native Japanese who chances upon an English couple, visiting Japan, on streets. The native is headed to work. The couples main goal is to experience the real Japan, but are feeling miserable as they are unable to. The couple's problem is that they don't know any Japanese. This native, who knows English well, offers to help and calls his office to take a day off. He then takes the couple around the most wonderful and authentic places. The couple left the country extremely happy. When asked why this native helped the couple he says that he is acting as a brand ambassador for Japan and doesn't want the couple to leave Japan feeling miserable. Now that's how important the brand ambassador is.
I visited the AdTech tradeshow in San Francisco two weeks back. All the company reps in the exhibit hall were acting (atleast trying to) like brand ambassadors. I ran into one particular rep who was sort of arrogant and was trying to brush me off. I am not sure why he was acting that way. He may have had an appointment, but it's not that hard to say "Excuse me. I have a scheduled appointment. I'll be happy to answer your questions. Here's my card". Obviously, the guy wasn't the best brand ambassador.
Hi-Tech companies are often tempted to send their best engineers to represent them because they feel that smart engineers can answer all the technical questions. That, in my opinion, is not at all a smart strategy. Companies need to carefully select people who can best represent their companies at such events. The most important objective of a brand ambassador is to make a positive impact on the potential customers or partners. Questions can be answered later.
Do you think I'll ever do business with that company or even recommend it to anyone?
