Promotional Models with Attitude…or Maybe Not

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Promotional models, like it or not, are the face of your business as far as the public is concerned.

You like it when they present themselves in such a way that is authentic to your brand, and hate it when they miss the mark. Of course, almost all promotional models want to get a job perfect, so the reason for their missing the mark is often a simple misunderstanding. Who was to blame is irrelevant, the more important question to ask is if everyone in your organisation, from the CEO through the rest of the team understands the voice of your brand, and how to best communicate it.
The reason this matters is best communicated through the following story. All names, details and pretty much everything else have been changed to ensure the guilty parties cannot be identified. Apart from us, but we accept our guilt and have learnt a great deal from it!
PUSH Agency was engaged by a regional liquor company (again, not the real industry) to run a promotional campaign in local supermarkets. The idea was that tastings would take place in-store, to introduce the public to the brand, and its unique taste. Our role was to use our database to identify and hire promotional models across multiple states, all who needed to have experience in bartending – which the client thought would get the vibe right. The client, trying to do everything in line with best practice, also created a four-page guideline document, explaining the brand and the product and why it was important that the models behave a certain way.
“Promotional models must behave in a friendly and outgoing fashion. The brand is fearless and unrelenting, fights the status quo and doesn’t care for rules. This event is about getting in the public’s face and empowering them to live their lives differently.”
This document was sent to all promotional models across multiple states as part of their training. The only other information received by the promotional models was a representative of the brand at the location when they arrived, whose job it was to remind them of the ingredients and brewing method, in case they had forgotten.
The client refused our offer to create an online training video, or to assign regional team leaders to direct the event, which was coordinated to occur on the same day. In retrospect, we should have insisted.
The issue was that words can have multiple meanings, depending on how they are interpreted by individuals. There was a second issue, in that without a test run there was no opportunity to analyse the process and review any learnings, but communication was the crucial mistake.
In many locations, the promotional models understood the brief perfectly. They laughed and smiled, had fun and enjoyed their time with the product. They casually handed out the tiny samples, making jokes about drinking when you should be shopping and generally putting a smile on people’s faces. Some supermarket managers gave wonderful feedback on how the promotion lifted the energy in their stores.
In some locations, however, the brief was missed entirely. Promotional models took the branding document far too literally, and became almost aggressive in their approach, their version of, “getting in people’s faces.” Others became overly flirtatious, and others took rule breaking to a whole new level. In one cringeworthy occurrence, a promotional model actually ended up in an argument with a store manager as to where she was allowed to stand.
None of these models were trying to do anything apart from a spectacular job. They had taken the brand to heart and were doing what they felt was demonstrative of the organisation that was employing them. Many were delighted with the outcome and felt they had nailed the brief, lived the brand, and done themselves proud.
During the debrief and after interviewing the promotional models it became painfully apparent where everyone had gone wrong. Luckily, the fallout wasn’t terrible, and we were able to recreate the event with more checks and balances in place, including a far more robust training process and brand communication schedule. This time, it included visuals and more operational directions, rather than brand marketing speak.
Promotional models are often highly creative and committed to the work they are doing. As a result, it’s up to us, and you the client, to make sure they understand clearly what they are supposed to do – and not just what we think they should know.

Event Staffing Agency Strategies – Making Sure Your Special Event is Perfect

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As an event staffing agency, we are often faced with not being able to assist potential clients. As with any business, if the budget doesn’t allow for our assistance, or we cannot fulfil all obligations then we will be honest in our assessment, and try to offer our advice, in the hope that we may be able to assist in the future. The types of advice we offer to clients who can’t afford us yet, or who we can’t assist for whatever reason as an event staffing agency are broad but usually fall into one of the following two categories:

Finding the Right Staff

How to identify and attract event staff that will complement the event, and not put it in danger of failure is one of the crucial skills and the reason we exist as an organisation. Event staffing agency best practice is one of combining art with science, and a lot of hard work. However, there are a few things you can do to give you the best chance of finding event staff that could make all the difference, and making sure your event goes off without a hitch.

– Look for Attitude First, and then Expertise.

Hire people who are eager to take part in your event, and who present as having the right personal attributes. Find people who are teachable, will listen to instruction, and who will be in the right place at the right time. Skills can be taught; attitude cannot. One caveat to this, if you have a highly technical product or a technically demanding skill set requirement, then obviously disregard this to a logical extent.

– Resist the Temptation to Fill the Required Roles Quickly

This is especially important if you have a number of roles to fill. Large events require a lot of event staff, and the temptation is often to simply get a lot of people in a room and offer them jobs – after all, it’s just an event right?
An event staffing agency that is effective will interview every single person, or at least have a structure in place to determine whether they are suitable or not. We use the largest database of promotional talent in North America, and drill down on core attributes and skill sets depending on our client. For a business who is doing it on their own, it may be more practical to conduct an online test or a telephone screen. Perhaps if it is a local event, bring groups of people into your offices, and offer a group briefing, followed by individual testing or interviews. When completed in a structured manner, these can be done with great effectiveness and in a short period of time. For a national event in many locations, talk to PUSH.

Run a Good Event

– Make Sure Everything is Intentional

Have you ever been to an event, either put on by an event staffing agency or not, and been impressed with how smooth and structured everything was? The event ran on time, and the room seemed unusually professional in the way it was presented. Staff were effective, and you felt compelled to go where you were told.
This is the difference between an intentional event and a reactive one. Before an intentional event, the event manager will usually have incredibly pedantic requirements about the way things are supposed to work. They will ask that seating is perfectly lined up, and will triple and double check to make sure this is the case. If there are notepads and pens on chairs or tables, they will be presented in exactly the same way for each setting. Timings will be rehearsed and non-negotiable, and any adjustments that need to be made will only happen if noted on the official run sheet. Everyone dealing with this event manager will likely become agitated and mystified as to why they are so finicky about minor details.
It’s because minor details are the reason events are perfect, or just good.
Intentional events leave nothing to chance because a good event manager knows that things will go wrong, but through being pedantic they can minimise the chances of it happening too many times. An event manager who is, ” walking the room,” to make sure everything is perfect before an event starts is reducing the chance of variables, not trying to make other staff member’s lives difficult… although that is usually the result.
Reactive event managers are a nightmare for an event staffing agency because they assume everything will go well and as a result things are overlooked, and mistakes are made. In an event, mistakes are made before the event starts, and only realised once they have happened. Average event managers justify these failings through shrugging their shoulders and pointing out that it could happen to anyone… I mean, who could have seen this coming?

A good event manager.

So preferably hire PUSH for your next event, but if that’s not possible, then you can take on the mantle of the event staffing agency, and produce something wonderful.

Event Staffing Solutions for a Special Event That Gets Results

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When it comes to event staffing, we have been around the block once or twice. From working with household names to international businesses and plucky local start-ups, we have seen it all. Product launches for a shoestring technology business, samplings at local supermarkets, brand launches to give away cars, concerts and movie premiers. We’re probably in a position to claim a certain level of expertise.

We have gathered staffing expertise in so many broad categories that we could write a blog on each one – and sometimes we do. When someone asked us for a team of bartenders to staff their bar for a 1920’s style product release for 1000 people, we knew that someone who knows how to pour a beer and a vodka lime and tonic, isn’t going to be good enough. We look at what’s expected, and find staff that can get the job done, by defining the job in the first place.
Can you pour an Old-Fashioned? What are the ingredients? What sort of garnish would you use?
What about a Cosmopolitan?
How do you handle a busy cash bar?
What do you say to a drunk patron?
These are just a few of the questions that bartending staff who know what they’re doing will be able to answer easily.
This is just one example of how event staffing can be done well, and it’s an opportunity – if missed or underestimated – to do it poorly. Finding someone who fits a general overview of the role, isn’t the same as finding a team of staff that can get the job done brilliantly.
Perhaps wait staff are the most underestimated.
Aside from having to know how to carry plates (far more complicated than you think) wait staff also need to be able to explain various dishes and interact with the public. Even at a cocktail function, when walking around with a tray of food a good waiter or waitress should be able to explain exactly what they are holding, and how it was made. They should also be able to handle questions like, “is this salty?”
“This hasn’t got gluten in it does it?”
“I’m allergic to peanuts, was this cooked near peanuts?”
Promotional staff are often the reason that an event fails to deliver at optimum levels. We discovered the gap in staffing early on, with a lack of product knowledge, or experience in the specific event usually being the reason for less than stellar results. The staff weren’t to blame, and the client certainly wasn’t – we needed to hold ourselves to a higher standard. So we began increasing the number of requirements we had for special events, from increasing product knowledge requirements to an appreciation of the intricacies of a client’s business. We put planning processes in place and had staff go through a testing protocol to ensure everyone was up to standard.
Security and valet services are another event staffing area that is often underestimated, because security guards are licensed and valets are experienced. However, with both, an understanding by the staff of the expectations involved is critical. Have security staff worked in a, “hands off,” fashion before? Meaning, are the staff experienced in negotiating an elegant removal of a guest from a location, without creating a fuss? At a black-tie function when a guest becomes intoxicated, and it is the host’s legal responsibility to remove them from the premises, a good security guard is worth their weight in gold. Likewise, the valet who has to collect a car urgently due to a guest having an emergency, and manages to do so without an issue can create a feeling of gratitude in that guest, which echoes through to the host.
Special event staffing is a discipline reliant on knowledge, and a commitment to top performance. Event staff at PUSH Agency are held to a high level of performance, and we hold ourselves to that level also. Staff are the reason that events succeed and fail, and event staffing, when looked at in this fashion, becomes crucial, especially when you consider how much money is being invested in the event, by a business that expects results.

Event Staff are Superheroes

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Event staff are often the unsung heroes of the event planning and management business. sure, they only appear once the event is ready to start, and plenty of people have been working hard to make sure the whole thing goes off without a hitch, but what happens next is the most important part of the whole thing.

Don’t get me wrong; there are plenty of average event staff who show up, go through the motions and then go home. But I’m talking about the event staff that make a difference – those who pour their heart and soul into the event, and as a result, contribute more than just their presence.
Before the event itself, the event planner and event management team have created something that will add significant value to the business. They’ve put together a schedule, worked with suppliers and overcome more adversity than the average person should have to. This includes smiling politely when senior management asks, “how are things going?” in that tone of voice that insinuates event planning is about the same skill-set as party planning for a three-year-old’s birthday party. And now comes the most stressful part of all – the event itself.
At PUSH, our team aims to be a contributor to the event, not another problem for the event planner to deal with. The goal is to understand the flow of the event and minimize any distractions from the core outcomes. Our team will introduce themselves when they arrive, and ask if there are any last-minute changes to the event schedule. Team leaders will work with other event staff to make sure there are no slip-ups, and all team members will be communicated with – without the event team having to speak to every individual, and explain every change, and then re-explain it for those who didn’t quite get it.
We know how important this is, because we’ve done this so many times before. Honestly, we have learned from our mistakes and know that event staff are crucial to creating an event that matters, but can also be the reason an event is unduly stressful or doesn’t maintain focus on the core business outcomes. We have seen event staff that don’t reflect the client’s brand, or appear disinterested. While this is terrible, at least it can be explained but what can’t be, are event staff that don’t do what they are supposed to do, either through being ineffective or through a lack of communication.
That’s where we come in.
Event staff rely on an open flow of communication to know what to do next. In complex events, we have multilayered teams that have senior event staff ensuring that everything gets done, and that any communication from the event management team is clearly communicated, and managed effectively. We know that every member of the PUSH event staff is a reflection on our business, and yours. We work hard to make sure that our event staff are the best in the business, not only because they are passionate about what they do, but because they have the systems around them to support them in achieving great results for everyone.

Modeling Agencies and Promotional Talent Businesses Come of Age

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Modeling agencies and talent management businesses have changed a lot since the industry was first created. While most industries can blame their evolution on economic shifts, and technological changes, modelling and promotional talent management has remained relatively static, for one simple fact – the product hasn’t changed.

In other industries, there have been significant or limited changes to the product or means of distribution. Even seemingly slow-moving businesses such as fresh produce sales has been revolutionized through advanced distribution methods and automated ordering systems. Far more obvious is the impact that has been made in industries that have experienced a complete overhaul of their product, such as the music industry and book publishers. Modelling agencies and promotional talent businesses, on the other hand, have not experienced anything quite so significant. Hiring humans to promote a product is arguably the most effective and direct means of engagement, but humans are the same as they have been for countless centuries. Additionally, there have been no significant improvements in how to send humans from one place to another, as Star Trek style transportation systems have not yet been invented. This has meant that modelling businesses have, from the outside, remained almost exactly the same as they have been for decades. Sure, there have been some changes including more effective communication methods – or at least more communication methods – like text messaging, email and social media, but generally speaking the product and the means of delivering the product have been limited by the disappointing lack of robotic humanoids and a frustrating shortfall of flying cars.
So where is the significant change?
While other industries have been focusing their communication improvements on technology, people-based industries such as recruitment agencies, promotional modelling businesses and modelling agencies have gone in completely the opposite direction. Focusing on increasing traditional communication, and using technology to empower that type of communication.
At PUSH Agency, we have the largest database of promotional talent in North America. We have built that up as a result of hard work and patient development, and are proud to be leading the industry. However, we have had to be more flexible than we thought in terms of the types of communication we have with the talent we rely on as a business. It wasn’t long ago that everyone thought we would simply be communicating via text, and that traditional phone calls would go by the wayside. We found that to be true…except when it isn’t. Blanket rules don’t apply when you are dealing with a significant cross-section of the population. We have talent who are from a wide range of social groups, varied ages and locations. Even within each of those demographics, we can’t determine exactly how a certain subgroup will respond to a specific type of communication. This means that if we are only communicating in one way, then we are inhibiting our ability to use our entire database effectively because even if there are a small amount of people who don’t respond well to a certain type of communication – text messaging for example– then we, if only using text messaging, cannot effectively engage with those people. In other words, if we only email our database, there will always be a percentage of our database that will never respond.
So, we have had to become not more specific in our communication but far broader and more flexible. As technology has evolved, we have had to embrace every part of it because the value we add to our clients is access to the best promotional talent in the country, and we need to make sure we are accessing it to the best of our ability. So, we have become a cutting-edge, old school, high-tech, phone-based business. We have an in-house development team who created an incredibly complex database and engagement platform, and who continues to improve it every day. And we have phones – actual phones that are plugged into the wall – that we use when needs be.
As an example (and this will serve to give nightmares to those of you who enjoy a steady and monotonous work day) many of our engagements are in regional areas, where there isn’t a significant amount of promotional talent but where some of our clients have a steady base of customers, and an opportunity to expand that base through promotional activities. We almost always have a good amount of PUSH Agency talent in the area, but when the event is of a significant enough size, we must sometimes rely on and uncomfortably high percentage of those people. Our fancy database is designed to pair with our project management tool, and as a result we can see potential staff shortfalls before they occur. If this should happen, it’s our job to find a way to fill the gaps and put contingency plans in place should people pull out at the last minute. Our team then jumps on the phone to anyone who hasn’t responded, or to those who were uncertain as to their availability. We then ask our promotional talent who have accepted the job if they know anyone, have any friends, or of heard of anyone who is with other modelling agencies who may be interested in the event. Then, we ask everyone to put a shout out on all their social media channels, and we do the same. In addition, we also email blast neighboring areas from our database, and text message anyone who has potential to be in the area. Modelling agencies used to make a phone call, book the talent and then get on with the rest of their lives. Now, it’s our job to make sure we can live up to the highest of expectations, and deliver the best possible talent no matter where they are, or how they communicate. Our database gives us the opportunity to deliver what other modelling agencies and promotional businesses cannot – exceptional talent we already know. But it’s always important to have a fallback position, and our ethos is that we do whatever it takes to make sure events and promotions go off without a hitch, with the best talent, and service so good that no client could expect it.

Event Planning Hints and Tips

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Event planning can be overwhelming. Obviously, you want your next event to be successful, but often due to the fact that so many things need to be organised, structured and there are so many suppliers, and people to manage, things get lost.

Usually the most important things.

A good event planner is a focused one, and it’s important that the outcomes you were seeking when the event was originally agreed to, are still at the forefront of your thinking. Don’t let distractions and details get in the way of a good event. Remember:

What Do Your Attendees Want?

There is a reason you are getting prospects or clients along to this event. At some stage, you or a member of your business decided that they would receive a specific benefit through attendance, and it would benefit your business in a certain way. Remember what that benefit was, and make sure it is being served by the actions you take. If changing something will impact directly upon that benefit, consider whether it would be worthwhile.

Event Planning is Project Management

Event planning is about creating an event, but also about making sure that event runs smoothly. Too often, event managers become seduced by the next great initiative, plan or product that will make the event, “even better.” The best result in any event planner can hope for is a well structured, predictable event that meets all business goals, and from which attendees leave impressed. New initiatives introduce complexities that, instead of making the event better, can make it difficult to manage and take away from the final result.

Take Nothing for Granted

We’ve spoken about the importance of communication before, but it’s worth mentioning again. Making sure your suppliers, and other team members have a detailed understanding of expectations, timings (timings are crucial) and performance standards is the magical glue that keeps a good event together.

Don’t take for granted that something is, “common sense,” or that a team member will understand what they need to do. Everyone has the best of intentions, and it’s your job to make sure that those intentions are combined with clear instruction, scheduling and support. External suppliers need to know where the lines of communication are – who do they speak to when they arrive? Internal employees need to understand where the boundaries of their responsibilities lie, and how they can best fulfil their role.

If you’re on the ball, and make sure things are well structured, event planning will be a breeze.

Talent for Promotions, Modeling Agencies in Los Angeles

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At PUSH, we work with models in Los Angeles, Phoenix, New York and Cleveland. As a non-traditional modeling agency focused on finding the widest range of talent for promotions in North America, we have to be flexible. But when your job is to find the best talent, across such a wide and diverse populace, how does PUSH Agency create a predictable result for clients?

Traditional modeling agencies in Las Angles, Phoenix, San Diego, or wherever, focus on finding the right talent for a particular function. That may be catwalk modeling, photo shoots, lingerie modeling or catalogue work. They learn what experience the model has had, take their measurements and add them to their book.

At PUSH Agency, we don’t take the granted that someone will either be good at a certain task, or bad at it because they haven’t done it before. For example, one of our brand ambassadors may have a particular skill set, but one that can be moved into another area also. They may be talented event ambassadors – excellent at liaising with VIPs and comfortable and a high-stress environment, all skills that would work well at a cocktail event for senior industry executives or politicians.

Our database, the largest talent database in North America, is designed to identify geographical opportunities, but also skill set crossovers that may be useful to us, our clients and obviously beneficial to our brand ambassadors. Through this, we have been able to discover hidden talents, and make the most of models that wouldn’t always get opportunities, simply because they didn’t feel they have the required skills.

Through not buying into industry norms, and striving to create the best possible outcome for our clients, not just tick boxes, we have been able to create consistent and duplicatable outcomes in Los Angeles, New York and… well, pretty much everywhere.

Does it always go perfectly? No of course not, but we consider ourselves to be the hardest working modeling agency, brand ambassador and event marketing business in America and are focused on our client’s outcomes, not our industry’s problems.

 

Experiential Marketing through Events and Emotions

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Experiential marketing is a crucial component of what we do. Sure, we do event marketing, guerrilla marketing, street events and a bunch of other things that get the social media wheels turning, clients applauding and prospects paying attention, but experiential is the key to all of it.

Experiential marketing involves creating something that will appeal not only to our PUSH customers, but more importantly to the target audience, and attendees. It doesn’t have to be overly complicated, but it must be interesting enough to evoke an emotional reaction. Emotions are the reason experiential marketing is regarded as one of the cornerstones of effective brand marketing.

Interestingly, creating an experiential marketing campaign is less about the way you plan and structure your event and more about how you think about the attendees in relation to the interaction. Good marketers will look at an event through the eyes of attendees, and ask themselves what they would be most impressed with. Perhaps a demonstration of a soon to be launched product, or something as simple as an interactive video. Maybe it’s a virtual reality display, or a cutting-edge visual presentation. It doesn’t matter, the main thing is asking, “what would our target market most enjoy?”

The goal of experiential marketing theory varies, as with all types of marketing. However, impressing and exciting are non-negotiable. You should attempt to impress your attendees at such a level that they talk about with their friends, family and colleagues. Many successful campaigns have been launched using free sample handouts to people on the way to work – with the free sample containing an additional sample for someone in the office. This incredibly simple, yet highly effective strategy means that if the target market is local office workers, you can double down on your promotion through encouraging literal sharing. Other similar campaigns include rewards for social media shares and lunchtime events held in the foyers of buildings.

Regardless of who your target customer is, understanding where they are and what they want can lead to an exciting and compelling experiential marketing initiative.

Recruiting Brand Ambassadors for Events

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Brand ambassadors are difficult people to recruit, insomuch as they are an extraordinarily varied type of individual, and the requirements for success are insanely broad. In a regular recruitment process, a skillset is determined, along with other criteria, both quantifiable and non-quantifiable. These include: previous experience, perceived cultural fit, qualifications, references and complimentary non-work experience. From there, a robust interview process determines who is most suitable, an offer is made and the right person for the job is selected.

“Recruiting brand ambassadors is about doing all the work in advance”

When recruiting brand ambassadors, however, things are much less structured. Not only do we need to screen on geographical availability, experience, product knowledge, suitability for the event itself and a bunch of other criteria, but also we have to do this multiple times, and usually in a very short time frame. In other words, we have to recruit in advance.Our database, the largest talent database in North America, is designed with brand ambassador recruitment in mind.

In event staffing, no assignment is the same and so we have to do all the work in advance so that the client’s experience of PUSH Agency is one of no stress, excellent service. In order to do this, we are regularly searching for a broad range of talent, both for upcoming jobs and potential work. We can afford to make big statements about how big the opportunity to work with us is, because PUSH has so much work on a national level. We work with brand ambassadors and clients on events as broad as product launches, parties, street promotions and guerrilla marketing campaigns.

recruiting brand ambassadors

Then, our talent database does all the heavy lifting. any database, including and especially talent databases rely on two critical components – the amount of information put into them, and how manipulative all that information is. We take care of inputs through robust campaigns to attract the best brand ambassadors in America, and the backend is handled by our specialist team. Our database can search on an incredibly broad range of criteria, and as a result our searches are fast, effective and reliable. We are constantly improving our database with our in-house information technology team, that works hard to make sure our searches are the best, and our inputs are in line with what our clients are looking for.

Recruiting brand ambassadors for events is about discipline, consistency and recruitment and most importantly, having the team available to do the work with passion and eagerness.

Push Agency Event Staffing – Your Complete Event Staffing Solution!

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Event staffing and event management are complex and often arduous projects involving a wide range of staff members, external suppliers and freelancers. Hiring brand ambassadors, and perhaps even entertainers, caterers and suppliers for industries that you are not familiar with could be a daunting and sometimes incredibly frustrating task.

That’s something we discovered early on at PUSH Agency. When we started talking to businesses about brand ambassadors and event staffing, we quickly learnt that event management and the creation of a process that makes life easier offered just as much value as having the largest talent database in North America. We began getting more involved with the event management side of things, and through that started talking more about the project itself, what was trying to be accomplished and our senior team members began offering advice on how to best improve and enhance the event. Of course, this wasn’t always necessary, as many organisations have internal events teams that simply need brand ambassadors to complement their existing processes. Examples of this include Heineken, MGM and our involvement in the recent Guns n’Roses tour… which we have been talking about ever since.

event management
It is through these diverse experiences that we have learned the importance of open and honest communication, not only between PUSH Agency and our talent, but also with clients and key staff members. It’s important that every event management assignment has communication structures in place that ensure brand ambassadors live up to the expectations set by the client, and agreed to by us, and those brand ambassadors have a good experience of the client, and enjoy themselves so that they perform at their best during the event.
We have found that there are several critical areas that must be communicated in a crystal-clear fashion so that everyone knows exactly what is going on, the expectations of them and lives up to their agreement, from the agency, to brand ambassadors and clients.

1.Who Says What to Who

Event management is a complex project, and where events often fall down is through someone, with the best intentions failing to understand who they are supposed to be communicating with, and as a result failing to get the right instructions, or explain themselves to the right person. Examples of this include a brand ambassador not introducing themselves to the appropriate event staffing person, or event manager when arriving at an assignment, and product training being provided on an ad hoc basis due to nobody being assigned responsibility for up-skilling, and brand ambassador effectiveness. the result can be less than ideal, with often unforeseen circumstances arising – a VIP isn’t greeted adequately due to a brand ambassador not being aware of who they are, or what they were supposed to do with them, or the agency sending someone who doesn’t have the required product knowledge because training was, “supposed to be provided.” This is why PUSH Agency takes a – sometimes annoyingly – detailed brief from clients, and avoids any communication issues.

2.Tone, Style and Language

Effective brand messaging through event staffing is an important part of any event. If your brand ambassadors represent your organisation in a way that is authentic and compelling to your audience, you will likely see better results. We created our talent database as a relatively simple tool, but as we learnt more about what constitutes a successful engagement, and why some events fail, things became more detailed.
It’s important the brand ambassadors have adequate product knowledge and a detailed understanding of the assignment. But some brand ambassadors are equally perfect, and disastrous.
For example, an extreme sports legend who is covered in tattoos, known to a core audience and has an enormous following on social media, is ideal for an organisation that promotes energy drinks, a skateboard company or other similar organisations. Equally, if an appliance company was releasing a new brand of stereos that had, “the extreme sound,” as the catchphrase, this brand ambassador would fit nicely into the overarching brand promise and expectations from the audience. However, you wouldn’t send a tattooed covered extreme sports legend to a formal dinner party for a conservative political party.
Our database is now designed so that we can screen on so many different event staffing factors it’s almost ridiculous. From skillset to style, there are factors that eliminate and identify the right, and wrong person for an event. We don’t just assume either – if an ultraconservative brand is hosting an event for a product that is anything but conservative, we find out about that through asking heaps of questions, and then finding the right people for that event – not just anyone.

3. Know the Outcomes

Every event is happening for a reason. Event management doesn’t exist because some people consider events a nice thing to do for their clients and customers; it’s because businesses want to achieve something and have goals in mind.
We discover that event success has very little to do with the events themselves, let alone event staffing. for example, if a business is hosting a function for its top clients, and the event itself goes off perfectly, but the overall goal – increasing engagement with key clients – isn’t reached, it is unlikely that the organisation will run another similar event. If we had made ourselves aware of the overall goal before the event started, perhaps we could offer some additional advice present some case studies on similar events were done in the past, and the outcomes they produce. Perhaps our event management team could speak to the client and demonstrate some follow-up tools that we used previously to create exceptional results. Regardless, understanding the outcomes and being aware of what the client is trying to achieve is crucial for any event management business.
Before we begin recruiting talent for any event, our event strategy team has a discussion about what outcomes the client is trying to achieve, and how we can best contribute to them. We want to make sure that events become part of the overall marketing strategy for every organisation we work with, through not only having a great experience with PUSH Agency and our brand ambassadors but also as a result of the outcomes that the successful event was directly responsible for. We know that an unsuccessful campaign will be thrown out by senior management, or pointed out by the board – we want questions being asked as to why more events are happening, and why PUSH isn’t being paid more money.
Although, we understand that the money thing is a bit unlikely.
Open communication, honesty and transparency go without saying, but communication needs to go further where event management is concerned. Through increasing the levels of quality communication and maintaining a fluid dialogue from brand ambassadors, to the agency and through to the client, there are less surprises, better outcomes and an overall better experience.