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Event Marketing Agencies: The Programs they Plan & What they Look for in their Events Staff

A Behind the Scenes Look at Event Marketing Agencies

Have you ever wondered how much work event marketing agencies put into planning their events? If so, you’re in luck; we’re gonna let you in on a few little secrets!

It takes a lot of work for an event to come together and there are many elements that must be taken into consideration during the planning process. Hey, event planning isn’t for everyone, but at Tigris, we love the craziness and excitement of it! Just like anything, getting to see the finished product of something which you have created is an amazing sight!

Before plans can come to fruition, first you’ll need a well thought-out marketing strategy. From beginning to end, every detail needs to be planned out, and on top of that – a back up plan as well. Event marketing agencies are always buzzing with new ideas from within the office and from outside clients and colleagues so you need to filter through what’s going to work and what won’t.

Whatever the task at hand, there are many different marketing strategies that can be looked at. What’s the brand or company? Is it a new product on the market or is it well established? Where is the event taking place – inside or out? Is there PR involved? What are the objectives? The answers to some of these questions will clearly impact the way event marketing agencies plan and execute the event. For example, promoting a radio station would be different from consumer packaged goods or a service of some kind. Different brands of course have variable consumer demographics, which means that you need to approach the event planning to achieve your desired results.

All Event Marketing Agencies are Not the Same :: What Makes Tigris Different?

At Tigris, we are a multi-faceted company and unlike some other event marketing agencies, we thrive in experiential marketing AND event staffing. Over the past 10 years, we have planned thousands of short events and also, long-term programs. Our areas of focus have spanned telecommunications and sales to market research, sampling and even cross-country promo tours! Sometimes we asked to focus on staffing an event only; other times we are contracted to concept, plan and execute a program from beginning to end (which is our preference – of course!)

You might not have known, but one of the most important aspects in planning an event is taking into consideration what kind of staff you need. After all, it doesn’t matter how amazing your idea is. If you don’t have the right people in place to execute the plan, it could be all for nothing. Events staff are, in essence, walking-talking commercials for your brand. Making a face to face first impression is irreversible so it’s essential to have the perfect blend of personality, professionalism and overall presentation.

With over 1,200 events staff on our roster, our rosters of temporary staff range from 25 to 500+ in over 15 markets across Canada. Unlike some other event marketing agencies, we take the time to carefully recruit candidates we feel would be the best fit for our brand and host interviews to meet the people who would be out there representing our clients. We truly want to get to know the talent on our team and through this process, we can make appropriate recommendations to ensure we book the right people for the right jobs.

We even go so far as to categorize our temporary staff as brand ambassadors, event managers, promotional models, sales staff, and market researchers. After all, different events call for different staff.

For alcohol tastings, most client’s required a strong look and personality to match. As such, we book professional men and women who put extra effort into their appearance, are extremely responsible and can handle themselves in a busy and bustling environment.

On the opposite end of  the spectrum, when booking brand ambassadors, we look for the most outgoing and enthusiastic people possible.Brand ambassadors are typically booked for such events as street promotions, concerts, and festivals. They are not afraid to approach the public (and potentially a higher than average rate of rejection).

Sales staff and market researchers may be more of a “soft sell” compared to our loud and proud brand ambassadors. Instead of volume, their objective is quality over quantity and these results driven individuals can master extensive product knowledge or brand messaging to relay it accurately and effectively to those they are engaging. They are charming yet persuasive people who aren’t afraid to push to get the results they need.

We love that we have such a diverse range of talent on our roster. It enables us to meet the ever changing needs of our clients better than other event marketing agencies in the industry. If you’re looking into new event marketing agencies for your brand, don’t hesitate to give us a ring or email us here for more information.

Serena Holmes
Serena Holmes
Serena Holmes (formerly Schwab) is the President & CEO of Tigris Incorporated. She is a Broadcast Journalism graduate from Ryerson University. She began working in events in 2000 and started with Tigris as an events staff in 2004, was promoted to management and later accepted partnership. Serena took over operations of the company in 2008. Since that time the roster has tripled and the company continues to grow at a healthy pace. Some keynote clients include Rogers, Motorola, GTAA, CHIN Radio, Appleton Rum and many others. Google PLus Profile:

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