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The Value of Hiring Multicultural Promotional Staff

A Crucial Component of Event Marketing Includes Knowing your Audience and Booking the Right Mix of Multicultural Promotional Staff

North America has such a mixture of ethnicities, religions, races, and languages—and in order to connect with all of these groups, careful thought must be given to acquiring brand ambassadors/events staff/promotional models, who represent specific demographics to best align with your target audience and prospective customer base.

For any brand to reach its audience effectively, marketers must pay attention to who exactly they are using to represent their image and communicate their message. We must bear in mind that it is our psychology and our association to a brand that often drives our desire.  Therefore, if I see a brand being represented by someone of a similar background, someone who shares the same community connection, or someone that speaks the same language that I do, I will have that much more of an affinity towards the products that are being presented to me.

A brand is so much more than just a product, logo, or tagline—it’s the experience that comes from the association. And with that knowledge, in the world of experiential marketing, it is inherently important to consider all angles including culture/ethnicity and how to beset incorporate multicultural promotional staff to enhance the event and in turn, the customer experience.

At Tigris, we make a conscious effort to recruit staff of all shapes, sizes, races, ages, and skill levels so we can accommodate the wide varying requests from our customers. Our events staff work on the front lines and play a major role in the customer’s brand experience, and we offer our clients as much diversity as possible to make the selections that suit their brand image the best. People from different backgrounds bring their own unique cultural experiences to the situations they face, and this broader perspective of viewpoints tends to allow for similar groups to relate in kind with one another.  This similarity breeds approach-ability and can make it easier for the public to relate to a brand ambassador promoting a product or service to them.When servicing our clients for multicultural events, we hone in on specific languages, looks, and skills they need to enhance execution of the event.  On an event to event basis, the cultural requirements of our brand ambassadors may change drastically to reflect the location that the event is taking place in and expected attendees/customers.

For example, Tigris teamed up with Metropolis at Metrotown for a Black Friday event in November 2014. In knowing their customer base well, the client required a mix of staff including 3-4 who were bilingual in Chinese, Cantonese or Mandarin. Since the onsite staff were greeting guests, directing them and answering questions, communication was especially important by some stores/entrances.

More recently, this past Mar. 1-4, Tigris teamed up with Punch Communications to provide an events staff bilingual in English and Spanish to host a booth for Junpa Dejandalucia at the PDAC Trade Show & Investor’s Exchange in Toronto. Many of the trade show go-ers attending this event are from Europe and South America. In this case, our client was looking for an individual not only host the booth with them but also speak a secondary language and translate as required to better connect to prospective customers and invite them to meetings throughout the duration of the show. Our brand ambassador, Vanessa, was a perfect fit for the event and her language skills came in handy dozens of times over the 4 days.

Multicultural marketing is not new to us at Tigris. We first ventured into this corner of event marketing with Rogers. From 2008 to 2011, we supplied a diverse range of bilingual brand ambassadors for hundreds of events including :: Chinese Lantern Festival in 2008, Dragon Ball for Chinese New Year 2009-2011, Canada’s Wonderland and Ontario Place Multicultural Days from 2008-2010, Masala! Mehndi! Masti! 2008, desiFEST and Festival of South Asia 2008-2010, Brazilian Day at Yonge-Dundas Square 2009-2010, International Student’s Welcome at Toronto International Pearson Airport 2011, Multicultural Entertainment Zone Promotion 2011 – and many others. Not only were our staff personable, professional, eager and enthusiastic, they spoke English along with 1-2 other languages. Some of the more prominent requests included Chinese/Cantonese/Mandarin/Phillipino (East-Asian events), Hindu/Gujrati/Urdu/Punjabi/Pakistani (South Asian events), Italian/Spanish/Russian/Portuguese (European events). Needless to say, we learned ALOT about multicultural marketing throughout these 4 years and have a unique offering in the industry compared to other mainstream staffing agencies.

Tigris has a huge team of talented multicultural promotional staff with the looks, languages and lively personalities make your event a memorable one!

For more information, give us a ring at 416.283.9119. If you’re looking for the perfect events staff or promotional model to represent the diversity of your brand, look no further than Tigris. We have over 1,200 dynamic events staff from coast to coast across Canada including Toronto, ON | Vancouver, BC | Calgary, AB and 12 other markets.

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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