The Downfall of a Brand Ambassador Program: Lessons Learned from a Crappy Partnership

As someone who has spent years in the RV industry as both a content creator and brand ambassador, I’ve had the privilege of working with some incredible companies. These partnerships can be powerful, not only for the brand but also for the ambassadors who represent them. However, not every experience has been smooth, and some partnerships leave much to be desired. Unfortunately, I was once part of a brand ambassador program for a major RV brand that completely missed the mark.

What went wrong? A lack of communication, collaboration, foresight, and a deeply unsatisfactory lead on the project. These factors combined led to a failed program that left me, and likely others, feeling unappreciated, undervalued, and ultimately disengaged.

This experience, while disheartening, has given me unique insights into what it takes to run a successful ambassador program—and what can cause it to collapse. In this article, I’ll break down the key failures of that partnership and offer solutions on how brands can avoid these pitfalls to build thriving, mutually beneficial relationships with their ambassadors.

The Breakdown of the Program

1. Lack of Communication

One of the fundamental issues with this program was the absence of consistent and clear communication. Without updates, timelines, or clear expectations, I was left in the dark on many aspects of the partnership. It felt as though I was operating in a vacuum, unsure of when or how to best represent the brand. A successful ambassador program thrives on transparency, where ambassadors know exactly what is expected of them and feel empowered to ask questions or offer feedback.

2. Lack of Collaboration

As an ambassador, you expect to be part of the team—someone whose voice is valued in shaping campaigns and narratives. Unfortunately, this was not the case. There was little to no collaboration between myself and the brand, leaving me excluded from product discussions or marketing decisions. Being left out of these conversations meant I couldn’t bring my unique perspective to the table, which would have been a great asset in tailoring the brand’s message to my audience.

3. Lack of Foresight

Planning is crucial in any partnership, and the RV manufacturer failed on this front as well. A glaring example was when I was asked to travel across the country to attend one of their major trade shows—an event that I had prepared extensively for—only to be informed at the last minute that the company had pulled out of the event. There was no prior warning, no contingency plan, and no acknowledgment of the time and resources I had already invested. This lack of foresight and planning not only wasted my time but also significantly diminished my trust in the brand.

4. Poor Leadership and Oversight

Perhaps one of the most frustrating aspects of this program was dealing with the individual leading it. They lacked the necessary understanding of influencer dynamics, content creation, and the importance of nurturing relationships. The result was a program that felt cold, transactional, and ultimately uninspiring. This individual has since left the company, but the damage to the ambassador program was already done.

5. Unappreciated Efforts

Content creators and influencers pour their heart and soul into representing brands, often going above and beyond to create authentic, engaging content. In this partnership, however, there was little appreciation for the effort put in. Ambassadors were made to feel like an afterthought, rather than valuable partners in the brand’s marketing strategy. When a brand fails to acknowledge the hard work and passion of its ambassadors, it fosters resentment and disengagement.

The Importance of a Strong Brand Ambassador Program

Despite the failures of this program, I firmly believe that a well-structured brand ambassador program can be one of the most powerful tools for an RV manufacturer. When done right, these programs foster loyalty, promote authenticity, and engage a community of consumers who genuinely believe in the products they’re representing.

But how can brands ensure that they don’t fall into the same traps as the one I experienced? Here are some key strategies:

How to Do It Right

1. Prioritize Influencer PR and Relationships

A brand ambassador program is, at its core, about relationships. Building strong, two-way communication channels between the brand and the ambassadors is crucial. This means keeping them informed about new products, upcoming events, and campaign expectations, but also listening to their feedback and valuing their input. Ambassadors are not just spokespeople; they are partners.

2. Develop an Exciting Content Strategy

Influencers and content creators thrive when they’re excited about the products they’re promoting. Brands should collaborate with their ambassadors to develop a content strategy that resonates with both the ambassador and their audience. Offer creative freedom and flexibility to let influencers put their own spin on the brand’s message. When influencers feel passionate about the content they’re creating, that passion shines through and connects with audiences in an authentic way.

3. Collaborate on New Products

One missed opportunity in my experience was the lack of involvement in product development. Brands should seek input from their ambassadors during the product creation process, especially if these individuals are using the products in real-world scenarios. By allowing ambassadors to contribute their feedback and ideas, brands can not only improve their products but also create ambassadors who are genuinely invested in the brand’s success.

4. Show Appreciation

This might seem like a small thing, but showing appreciation for your ambassadors’ hard work is key to building long-lasting relationships. Whether through monetary compensation, gifts, or simply public recognition, brands need to acknowledge the time and effort that ambassadors are putting into their content. A little appreciation goes a long way in fostering loyalty and encouraging authentic representation of the brand.

Conclusion

In hindsight, my experience with the failed brand ambassador program was a valuable lesson in how not to run such a program. It was disappointing and disheartening, but it also showed me what could be improved. Today, I help brands avoid these same mistakes, focusing on building strong, collaborative relationships with their ambassadors and influencers. When brands take the time to communicate, collaborate, and appreciate, they create a program that benefits everyone involved—and that’s when the magic happens.