The face of your brand (literally)

Staffing is often considered the end of the line of an experiential campaign, but the question is – which end? As the final product in the process – after potentially a long line of brand strategists, campaign conceptualisers, media buyers and the experiential agency – staffing can be considered a last minute, ticking the box exercise.

Staffing is often considered the end of the line of an experiential campaign, but the question is – which end? As the final product in the process – after potentially a long line of brand strategists, campaign conceptualisers, media buyers and the experiential agency – staffing can be considered a last minute, ticking the box exercise.

But looked at from the other direction, promotional staff are the living, breathing face of the brand and often the only people the consumer sees. As well as being responsible for projecting the brand’s values and personality, they are also critical to an activity’s success.

Experiential marketing asks consumers to join in – from a simple interaction like taking a sample, to more immersive experiences that demand greater participation. While consumers are becoming ever more comfortable with giving things a go, there is still a level of “very British” reticence, particularly within certain demographics. It is the job of the event staff to explain, persuade, reassure and congratulate those consumers that get involved.

Depending on the activity and the day, the staff may also be required to sell product, qualify consumers, charm crying children, smile through the rain, wear high heels in a muddy field, negotiate with disgruntled customers… the list goes on.

So for all the talk of aspiring actresses and hard-up students, promotional staffing actually takes a special kind of person and that’s why at Mash we have a robust recruitment process and a carefully selected database.

Training is also key to the success of a campaign – not only does it give those front line staff the tools to do their job well, it also shows that the client respects their role, which in turn elicits loyalty and greater enthusiasm for the job.

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MASH Staffing