Science of Promotional Staffing: Staffing Street Teams for Single Day Promos
Science of Promotional Staffing: Staffing Street Teams for Single Day Promos
Free Download - Science of Staffing: Why Excellent Staff is as Important as an Excellent Product By Christian Jurinka
Where to begin...
A one-day event comes with potential pitfalls and risks for any event marketing agency, but, if planned well, you can hit it out of the park.
With only one day to prove yourself and make your mark with the target audience, everything has to go right. We'll focus on the staffing elements (street teams, brand ambassadors, promo models, etc.), although there are other variables to consider (logistic, materials, etc.).
Below is the Top 10 List for Getting the Best out of Your Promo Staff at a One-Day Event.
1. Overbook: If you think you need five staff for your event, make sure you have a list of 8-10 people that you know could do the job and do it well. Assemble your staff list as a main team, plus alternates, or as they're now referred to, "Pocket-Shifts."
2. Adjust your start times for worst case scenarios: If set-up begins at 8:00am, make sure you let your teams know to arrive at 7:30am. With a one-day event you can't make mistakes or have people getting lost, going to the wrong entrance of the meeting location, having an accident, etc... Have a contingency in place for non-punctual staff.
3. Call in advance: It is recommended that you are in contact with your street team both the night before the event and the morning of. This will allow for you to determine who is dedicated and who is faking it.
4. Replace any questionables: If you have a bad feeling about brand ambassador, replace them. You do not want to take any chances. Anticipate and replace so that you have the best out there on game day.
5. Add hurdles: If a staff member looks a little shaky and perhaps is not as responsive to communication as you would like, give them an additional hurdle to get over. If they are not returning your calls or your emails, send them another and tell them that they need to reach you by EOD or they will be replaced. This way the decision is ultimately theirs and you will quickly get your answer on whether they want to work or not.
6. Set ground rules: Be extremely clear with your staff on what is expected and what is completely unacceptable at the event. Immediately correct those that are not playing by the rules and remind them of what is expected. Not being strong regarding expectations will pave the way for abuse.
7. Reward your staff: Communicate to your team as to what is expected and then set a standard for what you hope to accomplish for the day. Set goals and offer rewards. With only one day to shine, rewards of a more immediate timetable will go far. You may consider having hourly goals to keep people on-point. Remind them of the goal and work as a team to meet that goal. Rewards could be gift-cards, complimentary lunch, t-shirts, etc. .
8. Give praise: Praising people publicly for doing a great job and being a model for the rest of the team will go a long way and will get the best out of your team. Public praise is something we all strive for. Do it early and often.
9. Make a lot of noise: Events tend to involve bringing attention to what you are doing. The goal is usually achieved by eliciting interaction with your target audience. If your team needs some warming up, either you or your field market manager can get the ball rolling, setting a high-bar of exuberance that the team will want to rise to.
10. Create hierarchy: No matter how big or small your team, you need a manager, a lead and team members. Without hierarchy, you cannot keep the team uniform in their approach. This role separation also designates specific tasks (timesheets, photos, check-in/check-out, registration) and responsibilities allowing for ownership.
Dianne Crampton is North America's leading authority on team culture. She is an author and professional speaker and president of the leading team culture consultancy, TIGERS Success Series, Inc. Crampton has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down or to subscribe to TIGES Free monthly e-newsleeter go here.
Dianne's contribution to the 2010 Pfeiffer Consulting Journal (an imprint of John Wiley and Sons Publishers) entitled TIGERS Hearted Teams is available in November 2009. Her new book TIGERS Among Us: Winning Business Team Cultures And Why They Thrive, Three Creeks Publishing will release in March 2010. To receive publishing discounts, subscribe to the free TigerTracks Newsletter here.
Linda Richardson
Linda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.”
Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine.
Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com
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As a Managing Director of Attack!
Marketing, Christian oversees
corporate strategy, strategic
partnerships and client services.
Under his tenure, Attack! Marketing
has grown into a multi-million
dollar business, focusing on
nation-wide event staffing,
non-traditional out-of-home
advertising and guerrilla
marketing. Christian & Attack!
Marketing have built thousands of
programs from the ground up,
maintaining brand relevance,
community presence and delivering
outstanding business results.
Attack! has won countless awards
for marketing excellence, joining
the ranks of the INC 5000 and is
recognized for industry innovation
and leadership. Christian is
located at Attack!'s San Francisco
headquarters.
Christian Jurinka is a Silver author on EvanCarmichael.com
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