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How Staff Training Impacts Effective Product Marketing

Brand ambassadors and promotional models add the human element to product marketing.

As consumers, viewing a product online or in a display case is well and good, but when we literally see the items in the hands of another, when we view the ways in which that individuals’ needs are being fulfilled by that particular product, it is then that we feel the desire to also possess that item. This is the reason why, regardless of all of the online, print, and social media marketing that abounds, companies still heavily rely on the use of promotional staff in order to make a brand impression, generate leads and to sell their products. These people are used to embody the brand values and share that information with the public.

Promotional staff are often temporary staff recruited because of their unique skills or look. They are the ones with the charm, the appearance, and the overall appeal to draw in the everyday consumer. Their presence says “come talk to me! I’ll tell you all about how this product will make your life even better!” Their smile, enthusiasm, and approachable energy draws us to them.

But there is one critical element that does not come merely as a natural one to these brand ambassadors, and that is product knowledge.

Instilling product knowledge in temporary staff comes from effective training. The staff are reliant on the messages imparted by the companies, or in our case, the staffing agency that hires them for the promotion. It is necessary that information about the product being promoted be displayed in a concise and informative way. The product’s details, key messaging, and overall goals must be imparted to the staff in a way that allows the individual to bring the promotion to life.

Here is an example of a product marketing promotion we executed in association with Zoom Media for Danone.

Here at Tigris, from special events to product marketing, we provide our staff with a training package that contains the following information, if not more:

-> General Event Info
-> Team Contact Info
-> Event Schedule
-> General Info & Key Messaging about the Brand
-> Directions to the venue/maps/parking info
-> Floor plan of venue
-> Booth set up- rendering or pictures
-> Onsite responsibilities of staff
…And miscellaneous procedural guidelines including requirements for uniforms, breaks, and compensation

On top of all of this, we communicate with our staff on a regular basis to ensure that they confirm they have reviewed and understand the document as well as any other follow up or feedback we have asked them to complete. We understand that people do business with people, not with objects, so rely heavily on the information imparted by our staff during these promotions. To this effect, we are able to ensure they are equipped with an exceptional understanding of the required product knowledge so they in turn can effectively educate consumers.

On top of the standard protocol, sometimes it is required that our staff at particular events , for example a trade show – where they are speaking to the services offered by a company, and the value added by choosing this business- will have to go through a more intensive training session. For these types of situations, we can also offer our staff the ability to attend conference calls or even onsite training with our clients.

The photo for this article featured above for example, was taken at a training for Rogers back in 2007 for a holiday promotion running for 3 weeks leading up to the holidays. In our experience, bringing staff together for a formal training session not only instills the product knowledge in them more strongly, it also gives them a sense of camaraderie to work towards a common goal.

More recently, two of our promotional models attended a half-day training session with the CEO of Condor Security. The girls were trained to speak to about how Condor Security could be of service to attendees at the 18th Annual Condominium Conference, which will be held on November 8th and 9th at the Toronto Congress Centre. Condor wanted to ensure that the event staff had the opportunity to go to the Condor office to observe the interview process and orientation of some of the prospective new employees. He wanted the promotional models to see the services in action so they could be best informed and prepared to generate meaningful leads when they represent the company at the trade show.

Having informed staff allows all parties to be confident that the proper objectives are being met, and that a common vision and values of the brand are being expressed by the brand ambassadors. It is the promotional stall after all who create the experience of the brand. They are the ones that are ultimately responsible for product marketing, and in turn complete Tigris’ ultimate mission of: “bringing brands to life with the power of presence”

For more information on the ways in which Tigris can help bring the power of presence – and effective product marketing – to your next event, please give us a call at 416-283-9119 or visit us here .

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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