Hiring promo girls to promote your brand at an exhibition show may seem like a costly gimmick, especially considering the cost of exhibition stands, but beneath the physical appeal exuded by promo girls, something far more sophisticated is going on.
The power of attention
The well-trained promo girl can employ a multitude of skills, but their main modi operandi are centred around attracting and maintaining attention – exactly what every business needs to do to gain customers and beat the competition.
When you’re at an exhibition, as soon as you and your staff become tied up with people asking questions or making purchases you become unavailable to other people walking by. Promo girls are trained to spot the type of customers that are likely to resonate with your business and use their looks, attire and physical presence to garner their attention. Once they have engaged them, a well-trained promo girl will focus on ‘warming up’ the prospect until she has a chance to pass them on to your team.
Dictating the vibe
A team of promo girls in action is fascinating to watch as they use their outgoing personalities to liven up the event and inject some fun. Although the net effect is a more enjoyable experience for everyone, the tactic is also designed to help people to relax and lower their guard, making them more susceptible to a sales pitch.
Additional roles
A hard-working, switched on promo girl will be able to turn her hand to other important roles in support of your business. These include data collection (many promotional companies now supply their representatives with mobile devices), leaflet distribution and providing hospitality. Just having an extra pair of hands available is a bonus in itself at a busy exhibition with so much to organise. Promotional staff also serve the function of making your business seem larger and more established as your ‘team’ dominates the exhibition hall.
Interviewing and preparation
You should always get to contact your allotted promo girl or their management agency prior to the event that she will be attending with you. This will give you a chance to orientate her to your business operation and its philosophy. By the end of that communication, you should be able to judge whether they have the understanding necessary to effectively promote your company. It is also wise to arrange a brief pre-event meeting to run through everything and make sure your promo girl is comfortable with her role/s.
