Collectively, thousands of brands are utilizing events staff to amplify their brand. Whether it be an experiential event or sampling, brands turn to event staffing agencies to execute their marketing goals. Their dynamic personalities and skills make events staff a great resource for your brand. However, regardless of their skills and personalities, it’s important staff are properly trained for your event.
Because there are so many variables, it can be hard to decide on one training method. For example, some events require upwards of 50 staff. Other events require 1-3 staff over the course of a week. How do you decide which type of training will benefit the event staffing agencies team?
There are 6 types of training we recommend, depending on the amount of staff and difficulty of the program. Most importantly, you must always start with…
This is a collaboration between you and the event staffing agency. In addition to the staffing agencies’ procedural guidelines, this package will completely prepare the staff for your event. It must include contact information for the onsite team and general information on the date/time, location and uniform/presentation.
In addition, any applicable maps/floorplans should be included so the staff have clear direction on where they need to be. An event overview on your company and the brand the staff will represent is crucial. The more information, the better!
Most importantly, the training package will outline the objective of the event and key messaging. What are you hoping to achieve? What is the brand ambassadors role onsite? Be clear (and realistic) with your staffing objectives. If applicable, detail any FAQ’s the staff may be asked.
A training package is complied with all the above information into an easy to read PDF. The staffing agency is responsible for creating the package with information you provide. Therefore, it’s up to you to be as detailed as possible so the staff are proactive and prepared.
Sometimes there is a lot of detailed information in the training package that can be relayed much easier over the phone. A one hour conference call with the staff gives you the opportunity not only to inform them but also get to know them better. This method of training allows any questions to be answered prior to the event and troubleshoot any concerns.
If your product is extremely visual, like an app or game, use a webinar to showcase all the details to the team. Using applications such as Join.Me, you can screen share, host online meetings and web conferencing for free!
Alternatively, you may feel like that is best if you simply meet the team in person prior to the event. There are multiple methods for onsite training. The first method is onsite training at the beginning of the season, or prior to the first activation date. What does this mean, exactly? If you have partnered with a staffing agency to execute multiple events throughout the year, this type of training would be beneficial. One would be able to host training at their head office or the staffing agencies’ office to brief the core group of individuals working your events. This method allows the team to get to know each other prior to their first event and establish a relationship with the client.
If it’s crucial for the staff to know the layout of the venue prior to the event, experience the products first hand or practice set up/tear down, onsite training within a week of the event is beneficial. This allows staff to become comfortable with all of the components of the activation, especially if there are ‘hands-on components’, such as operating a heat press or setting up a booth a specific way. This eliminates room for error on the event date.
Sometimes, just having the staff arrive an hour early before their shift is enough time to go over everything in detail. You can reiterate what is outlined in the training package, show them around the booth/activation area and go over key messaging.
As you can see, it takes two to tango – or create a confident, successful team. When working with event staffing agencies, be sure to provide the agency with the appropriate tools to ensure you’ll have the best team possible.