Science of Staffing: 3 Common Staffing Mistakes and How to Avoid Them

A true solution will usually only present itself after all miscalculations, misinterpretations and misjudgments of the mistake have been properly identified and (GULP!) accounted for.  Knowing the most common mistakes on a promotional event is important, but it’s only half the battle for an event marketing agency.  Learning from it is the other.  Lucky for you, some other poor schlub has already muddled his way onto this list (shut it)- so you can jump straight to the solution instead of going through the grief and embarrassment of losing the respect of your favorite client. 

That said, please allow me to digress to a few common delusions:

1) Assuming that all of your event marketing staff will show up, ready to go and on time.   We're talking about human beings here- which means you will never be in complete control.  Ever.  You can provide quick and easy contingencies by ALWAYS having:

·         A predetermined meeting location for your promotional models to meet up

·         An onsite manager there early to check everyone in (and call those running late)

·         SHOWING alternate promotional staff.  We call them "pocket shifts," but you'll know them as the back-up staff that will save the day when Carl oversleeps, or Stacy's car breaks down and no-shows.

2) Vague Training - Solid brand messaging on any program comes from a robust training session with your staff.  If there are any gaps in communication, or your expectations with your talent, you can count on a sloppy event.  Event staff should not be the ones interpreting loosely based training manuals.  Being clear on what the promotional experience looks A-to-Z will give your field marketing agency a loyal group of event marketing staff that will respect both your agency AND the brand they're promoting.

3) Placing event talent with no relevant brand experience.  Ask the right questions when you're booking/interviewing staff.  If your promotions staff has no real life experience with a program like the one you're pitching, pass.  Every time.  Do you want promotional models with all family-event experience pouring free samples of your client's new vodka at clubs?  No.  You want people who are seasoned and completely comfortable with the unique nature of a nightlife marketing program.