Beloved Experiences Engaging consumers and influencers using multi-sensory brand experiences

Staffing. Take the word out of your vocabulary.

Something that has puzzled me over the years of working in this industry is the common use of the word "staffing" when referring to the services provided by a company which supplies brand ambassadors, promotional event staff, field representatives, market managers, etc. to experiential and event marketing agencies.  It's quite possible that many companies are worthy of such a limiting label for the commoditized service they provide.  However, I am certain that agencies planning for a flawless execution, do not wish to entrust their field labor to a company that views their support service simply as human resources.  Right?

Arguably, the field personnel in any experiential marketing program are the most vital components.  After all, no matter how innovative your concept or how perfect your strategy may be, a lackluster team of brand ambassadors can send any program to oblivion fast.  A poorly trained or screened brand ambassador can potentially ruin the brand's reputation and value.  Not only must special care and attention be placed on the training, screening and casting of these brand ambassadors but they must also be professionally managed during the course of the execution, preferably by a team of people who are experienced marketers.

Words of advice to brands and their agency partners - make sure that the assembly the brand team is handled by a reputable company with marketing experience and that a realistic budget is allocated in order to ensure that only the best people are selected to represent the brand in the field.  Anything less can unnecessarily place both the brand and program at risk.