Ford will be introducing a new ad campaign that taps current and retired employees to make the pitch for their cars and encourage consumers to "Drive One." These folks will be ambassadors for the brand and Ford is taking a risk that the everyday pitchmen and pitchwomen will strike a cord with the potential ford consumer.

The idea of using your employees as an ambassador for your brand is a good one, provided they truly believe in it. For the most part, scrapbook retailers have good and trust-based relationships with their employees so it stands to reason that retailers can encourage their employees to be ambassadors for the store brand. When your employees feel like a valued part of your business operation, they will be more motivated to help you grow your business.

Here are some ideas on how to get started:

Get all of your employees business cards. For about $20 a box for black and white cards, it's the cheapest marketing tool going. Remember when you got your first business cards and wanted to give them to everyone? Employees can give them out to customers they assisted in the store and better yet out in public. Even if they give them to other moms with their hours written on it to come in for extra help- that is another potential customer you've reached. If you can't do customized cards- try a general card and ask them to write in their names. (I vote for springing for the cards for each person.)

Engage your employees in determining your donation/cause related marketing efforts. They can help choose the charities and participate in planning  and promoting the events. You may even want to give each employee $25 in value that they can give away to the charity of their choice (provided you approve).

Encourage your employees to teach and give speeches to local groups. You probably get more requests than you can handle. Train your most enthusiastic and articulate employees to promote scrapbooking to groups. Incentivize that employee by giving her discount coupons to distribute at the events. Every time a coupon is returned, the employee is rewarded in some way. That will motivate the employee to not only inspire folks to come to the store but also to look for more event opportunities.

Employees are a direct reflection of your business. No matter how beautiful and well-stocked your store (or any kind of business is for that matter), if your employees do not advocate for you and represent you in a positive way your business will not grow.

I encourage you to think of more ways you can make your employees "partners" in your business.--Beth