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What is the United States market-size (TAM) for the Field Marketing and Brand Ambassador industry?
Hello, and thanks for your question asking what is the market size for the Field Marketing and Brand Ambassador industry. I can conclude that my research has shown that there is no precompiled figure for this, nor are there statistics readily available online to calculate this. However, I have found that the number of available brand ambassador jobs is increasing, they make around $16 an hour and the larger the company, the more they generally spend on ambassadors. Overall the to 30 field marketing agencies are generating around $259.78 million in annual revenue. Below you will find a deep dive into my research, along with all the details as to how I came to this conclusion.
OVERVIEW
After searching exhaustively, I have not been able to find any statistic that tells me what the United States market-size (TAM) is for the Field Marketing and Brand Ambassador industry. First, I searched for precompiled statistics on market research companies like PRNewswire and Statista, as well as using search engine searches. However, there are no statistics published online regarding this market, perhaps because the data has not been collected. Next, I attempted to find statistics that would allow me to calculate this figure myself. I looked for figures of how much companies are spending annually on brand ambassadors and field marketing, after not finding any data using this method I then attempted to find out how many people are working as brand ambassadors, but both these searches came up with nothing. After identifying to companies who employ brand ambassadors I tried to find out how much these specific companies are spending annually on them, however I could not find this information published anywhere online. While I was unable to answer your specific question, I have been able to outline some useful related information below.
HELPFUL FINDINGS
I was able to find several useful facts through my search for the market size of the Field Marketing and Brand Ambassador industry. To begin with, I found that there are currently thousands of brand ambassador positions available in the US. On Indeed alone there are 28,963 positions being advertised. This figure is reported to be expected to increase by 18%, showing that the industry is growing rapidly. Although the number of jobs is currently growing, in the future this may slow down. Companies are beginning to convert their own employees into brand ambassadors, therefore the need to hire ambassadors may diminish.
Large companies who currently use brand ambassadors in their marketing strategies are Nike, Oakley, Coca-Cola, Apple, Rite Aid, Ghirardelli, Keurig, Starbucks, Live Nation, American Express, Jim Beam, and Aspen Skiing Company.
As for financials, brand ambassadors (regular people and not celebrities/athletes etc) make on average $16.42 per hour. For companies, the money they spend on ambassadors is related to company size. Those of up to 500 employees spend around $2,500 – $10,000. Medium sized companies spend more, around $5,000-$25,000. And large companies of over 10,000 employees spend the most, at $10,000-$50,000.
I found less information on field marketing. Perhaps field marketing is a very small percentage of company's overall marketing strategy. For example, articles which detail how companies should spilt their marketing budgets do not include field marketing as a segment to consider. I did find that the top 30 field marketing agencies are spending £206.7 million annually (approx $259.78 million), and this represents an increase of 14%.
AVENUES OF RESEARCH
Other avenues of research that could be explored would be who are the top field marketing agencies in the US? Having identified the top players, a competitive landscape of these agencies could be investigated. As for brand ambassadors it may be interesting to discover who are the most highly paid brand ambassadors, or in which states are brand ambassadors paid most?
CONCLUSION
Overall I was not able to find how large the Field Marketing and Brand Ambassador industry is. However, I have found that the number of available brand ambassador jobs is increasing, although this may slow as companies begin to train their own employees to become ambassadors. I also found that on average ambassadors make just over $16 an hour and the larger the company, the more they generally spend on ambassadors. Overall the to 30 field marketing agencies are generating around $259.78 million in annual revenue.
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