Teams are groups of people that share a common purpose, to which they are all committed, and who are empowered to set goals, solve problems and make decisions. For each event and/or promotion that Tigris provides events staff, brand ambassadors or promotional models for, we are deliver a team of talent. The length of each promotion may vary from one day with 2-3 staff, to several days with over 50 people per day. The individuals working these events may be strangers that have never worked together before (in Toronto alone, we host interviews bi-monthly to build our growing team of over 500 Toronto brand ambassadors). This being said, how do you achieve brand ambassador team dynamics to generate true teamwork, a successful event and avoid conflicts? We use the 4 steps below to build a winning team for each event:
1) Clearly Outline the Goal/Purpose
When staffing for an event, we compile a group of interested candidates and submit a short biography and their headshots to the client, whom ultimately makes the final decision of who they want to represent their brand at the event. Once the team is notified that they have been chosen, we start prepping our intensive protocol for the brand ambassadors. Kenneth H. Blanchard, author of The One Minute Manager, states “There’s a difference between interest and commitment. When you’re interested in something, you do it only when it’s convenient. When you’re committed to something, you accept no excuses; only results.” It is important to turn our staffs interest in the event into a commitment by outlining the goal and purpose of the promotion. This way, members of the team are committed to a common purpose and feel obliged to do their best. An example of a common goal is to increase traffic to a clients booth at a trade show. We will precisely outline how to achieve this goal in more detail with specific tactics and key messaging outlined in the protocol.
2) Clearly Define Roles/Responsibilities
For majority of our events and especially those involving more than 3-4 staff, we designate a team lead and/or event manager. The team lead will be paid slightly higher than our brand ambassadors due to their increased responsibilities. The team lead is someone who provides direction, instructions and guidance to the other events staff. They are heavily experiences in events and promotions and have been on the Tigris team for several years. Brand ambassador team dynamics are achieved with clearly outlined roles and responsibilities, which we establish and delegate to each member via e-mailed protocol, phone calls, and in some cases onsite training.
It is crucial that each team member is knowledgeable about the company, brand and/or product. It is their duty to understand and memorize key messaging so they may relay this information to consumers and appear well versed in the subject. We do not accept any ‘weak links’ in our team and ensure that each brand ambassador has retained this crucial information. In some cases clients require onsite training prior to the event. This tool is beneficial for the brand ambassadors; they become aware of the location in advance and eliminates any surprises during the day of the event. For example, we provided onsite training for the Canadian Tire NASCAR Truck Rally in 2014. Our events staff were required to operate shuttle carts and drive guests along a designated route throughout the location. This training ensured each brand ambassador was able to read and understand the map, their route, and how to operate the golf cart. When specific staff took their breaks, other staff were able to take over their colleagues route without any confusion. Onsite training improved time management and the overall performance of staff.
Effective communication cuts down on time wasted by misinterpretation. Along with a detailed protocol, onsite training, and in some cases, a team lead to further support the activation, we also ask each brand ambassador to save their teammates numbers in their phone in case of an emergency or if they would need to contact each other prior to the event for any reason (i.e carpooling). After the event, we ask each brand ambassador to complete feedback outlining all aspects of the event, from teammates performance and consumer testimonials to their opinion, successes, challenges and recommendations. Seeing as they are working the events, their feedback is invaluable. It truly allows us to see how each brand ambassador perceived the event, if they worked well in a team setting and if their insights can help us improve moving forward.
As you can see, we pride ourselves on our brand ambassador team dynamics. Our brand ambassadors not only represent your brand, but our brand as well. We only put our trust in the most qualified individuals. If you are looking for an impressive team of brand ambassadors to promote a product, assist with a trade show or conference, or to assist in your event in any way, please call us at 416.283.9119 for a FREE quote. Our services are available in over 15 different markets across Canada including Toronto, Vancouver and Calgary!