“Highly engaged employees make the customer experience. Disengaged employees break it.” – Timothy R. Clark, Former Two-time CEO and Author
Are you among the growing number of marketers who will soon increase their experiential marketing spend? A 2017 report tells 27% of North American marketers will begin to set aside between 20% and 50% of their budgets for brand experiences.
The data show that their initial investments have proven sound, with 74% of consumers “more likely to buy” products promoted at experiences. With this immense potential, an increase in budget makes sense, but puts added pressure on marketers. How will you ensure a maximum return?
The report suggests beginning with a strategic road map, starting with now and outlining a path for the future. Then, make sure brand experiences align with business objectives and other efforts. Finally, measure against your goals to determine the value of your experiences.
But there are some additional steps in between the ones listed above. One of which has the greatest ability to make or break your brand experiences. And, that’s how you choose to hire event staff.
To bolster brand experiences, many event marketers will focus on the biggest and best means to draw a crowd. That may include a photo booth, an interactive virtual reality tour or gamification. Yet, in the process, they may lose sight of what’s necessary to deliver the experience – their event staff.
The success of any activation will come down to who’s chosen to represent the brand and execute the event. Event staff may need to: get people to stop and listen, gather attendee information, and encourage them to share event content on social media. More importantly, they need to make connections and build relationships.
With these critical responsibilities in mind, it takes time and resources to recruit, screen, and interview the right event staff. There are many considerations to make in the process to ensure you have the best people managing your event investment.
“Some companies don’t have an engagement problem; they have a hiring problem.” – Bob Kelleher, Author, Speaker and Employee Engagement Thought Leader
You may have your products, services, and brand in near perfect shape, but with poor representation at experiences, consumers walk away with a bad impression. Events are the ideal time for your company to showcase all that is remarkable about your brand. This can be accomplished when you choose the right event staff.
So, before you begin what should be a focused process to hire event staff, ask yourself these five questions:
If you answered “no” to even one of these questions, you could have critical issues at your event related to event staffing. The good news is there’s a way to alleviate the issue, reduce your burden and find success.
Event marketers with programs of all sizes and scope know the value of outsourcing their staffing. By letting experts handle this task, they free time to focus on other key elements, while ensuring they have the right people for the job. Consider the following five benefits of partnering with an event staffing agency.
Building a database of qualified, reliable people takes time and an immense amount of resources. An established event staffing agency doesn’t have to look far for the best candidates for any type of activation. They have access to an established pool of reputable talent who are ready to work.
An event staffing agency is keenly responsible for ensuring their clients have the right caliber of event staff for any type of role. They will have established a proven methodology and best practices to screen potential candidates and pinpoint the best people to represent your brand.
You may think event staff only need good communication skills. Or, if you expect them to demo a product, you may believe they only need to have an understanding of that product. But, the truth is, there are many skills and traits that are required for any activation. Experienced event staffing agencies have experience with a variety of events and will know what it takes for yours to be successful.
Even when event staff have the right traits and skills, they must also be armed with brand-specific information to reach your goals. An adept agency should realize this and will offer training services to help relieve you of the responsibility. They will have tools in place to educate event staff on key messages and ensure retention of information.
With brand experiences, you will dictate to event staff what to wear, what to do and what to say, among other things. So, when you don’t take the steps to officially hire them, you put your company at risk of breaking Federal common-law rules, which may come with penalties and fines. Choosing an event staffing agency that hires event staff as W-2 employees minimizes this risk.
An event staffing agency is a surefire way to safely hire event staff. It’s also a smart move to ensure consumers are optimally engaged while protecting your growing experiential investment.
At Elevate, we don’t take the confidence our clients place in us to provide the best event staff lightly. Contact us to learn more, or click below for a quote for your next event.