Promoters have the potential to make or break an experiential marketing campaign. While many people might be under the assumption that the experiential process is as simple as placing a few sales savvy representatives at a brand exhibition and allowing them to do the rest, leading experiential marketing companies know that the procedure involved in pairing the right promoters with the right brand is in fact far more complicated.
"If you consider why a brand chooses this medium to market itself, it is because this is one of a few mediums that offer immediate two-way communication," says Shantel Bassanna, Director of XP Squared (XP²). She explains that while promoters have a greater ability to convert consumers to the brand they are promoting, it can be dangerous to let loose untrained promoters on a campaign without managing the process properly. "Experiential marketing is extremely effective when it is done right," she maintains, "but when you have the wrong promoters advocating a brand it can be damaging."
In order to ensure the quality of the individuals working on their campaigns, XP² utilises an incredibly strict recruitment methodology that is based on the prioritisation of the brand's objectives. "Before employing any promoter, we ask ourselves what exactly it is that the brand requires. In terms of objectives, some brands might only require visibility, whilst others will need promoters with exceptional skills," Bassanna explains. "Therefore, to us, the definition of an A-grade promoter changes as the nature of the campaign's requirements change."
The company has developed a cutting-edge data base of employee profiles to assist them in ensuring that they have access to detailed information on their promoters such that they are able to align the talents and skills of their promoters with the objectives of the brand. An advanced search function means that all data is easily accessible.
In line with this, the company also invests a significant amount in the training of its promoters who are not only provided with comprehensive product training, but are also given a thorough understanding of the role that they play in ensuring the brand's success.
Bassanna reveals that XP² is vigilant in the attainment of reports on what is taking place at ground level in order to effectively manage their team.
Experiential marketing provides brands with an extremely effective way of engaging directly with its target audience. However, companies need to be sure that they have selected appropriate ambassadors to represent their brand, otherwise they risk bringing about more harm than good.
XP Squared is a leading experiential company centred on objective-driven, engaging, memorable and creative in-and-out-of-store activations that deliver exponential return on marketing investment.- more....
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