With the largest database of promotional staff in North America, It’s fair to say that we have gained enough experience to see promotional staffing mistakes in the making. Whether it’s bad management, a lack of understanding as to what constitutes a good brand ambassador or just plain old laziness, the result is usually the same – a failed campaign, or a damaged reputation. Here are the top three mistakes made when undergoing a promotional staffing campaign and how to avoid them.
1. Hiring “Just Anybody”
Not just anyone can be a brand ambassador, and not just any brand ambassador can do the job you want them to do. Hiring professional staffing talent without understanding their specific skills, is akin to hiring a surgeon without determining which part of the body he knows how to operate on. Before you hire anyone make sure that you get a clear picture for what they will be doing and then ask what experience your potential brand ambassadors have had in this area.
Doesn’t seem important?
If there is any product knowledge required, or if direct communication with the public is necessary, then your reputation is at stake when a promotional model who is not confident with products in your sector stumbles through an explanation. Social media is always quick to pick up on corporate shortcomings, and the public does not differentiate between you and your promotional talent.
2. A Lack of Clear Instructions
Don’t assume anything when it comes to organising a promotional campaign. Human beings like to make assumptions, and common sense is all about perspective. Don’t think that your promotional teams will, “just work it out,” when you fail to give them specifics. They will work it out, but possibly not the way you want them to. It’s up to you to make sure that all the instructions – from start and finish times, to the brand messaging, are communicated in a clear and concise version, preferably across multiple platforms.
3. Practical Outcomes
Like any marketing strategy, promotional campaigns are not the entire solution – they are a part of the recipe. One promotional campaign won’t transform your entire business, but it may give you increased market awareness and offer some interesting market research as well. Perhaps a specific localised demographic can be targeted, or a new product tested. Have an appreciation for the outcomes you want to achieve, and make sure they are realistic, practical and easily measurable.