I think we can imagine the classics:
- Free additional support
- Free product
But depending on the product, an interesting thing could be the improvement of his personal resume. Fictitious example, if I'm a Trello ambassador, I could add "Trello expert" in my CV. The brand will have to have a way to list and therefore prove that I am an "expert".
Depends on what the company is and what the extent of the brand ambassador program entails.
Could you give more details?
But if I'm being general:
For low effort ambassadorship, then I might expect a longer free trial or a free period, or a discount, the classics.
If it's high effort and I'm going to need more investment, then I might expect financial compensation.
I think this will depend on the value being added as well. A random person and a 500k subscriber youtube channel are going to create different value.
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