In order to understand the importance of properly choosing brand ambassadors for marketing campaigns, you can make the following analogy: if you organise interviews and difficult tests to hire a new company member, why should you agree on a brand ambassador without previous analysis? Unfortunately, too many managers are quite negligent when choosing exhibition staff and promotional staff in general and the blind trust they have in agencies leads them to hire promo boys and girls that are insufficiently prepared. Insufficiently prepared can mean that they do not have the required set of skills for this job or that they do not know enough about your company to promote it. For best results, you should discuss your requirements with an experiential marketing agency and make sure that all staff is skilled and properly trained for your events. Without further ado, here are the qualities that all brand ambassadors should have. |
First of all, promotional staff have to be friendly, communicative, open and sociable. They should be assertive enough to approach customers, but not rude or offensive. Secondly, they will need to have excellent verbal skills and be able to present your products and services in a pleasant, informative way. Also, they have to be able to improvise and be very adaptable, because they come in contact with all sorts of customers. It goes without saying that shyness is a big no and you cannot accept a candidate who cannot make eye contact when he speaks. The ideal candidate should be self-confident and he or she should not lose their temper or be at a loss of words when they have to approach someone. First impression counts, so you will have to consider physical appearance as well. Brand ambassadors do not need to be perfect models, but they have to be quite pleasant and have a beautiful smile. However, remember that looks are not everything and that professionalism and qualifications are more important than looks.
Once you have made sure that candidates have all these qualities, you should ask the agency about their training. It is not enough to hire skilled trained ambassadors if they do not know anything about your company. The ambassador will represent your products, so he will have to know all about it: how it works, what it is made of, why it is better than other similar products. If an interested customer asks such questions and in return received a confused gaze from the promo staff, then he will definitely not be impressed. Therefore, you should make sure you work with an agency that trains the ambassadors. They shouldn’t know your company secrets or anything, but they will have to know the product well enough to inform customers when necessary. To conclude, promotional staff is essential – in fact, it is the key element in promotional and experiential marketing campaigns. Irrespective of your business field and available budget, always make sure you collaborate with an experienced agency that can provide state of the art solutions to promote brand awareness.
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