What to Consider When Staffing an Event

Everything is in place. Permits. Vendors. Location. Spectacular pre-buzz canvassing. The branded vehicle is anchored in a high visibility area, turning more heads than a Brangelina sighting.

Then it happens. Your onsite staff starts chewing gum. Then they begin texting and spouting some kind of unscripted psychobabble. In one devastating motion, your talent has managed to send the wrong message to every consumer at the event.

Here’s a list of important variables your staffing partner should always be considering.

LOOK THE PART

Talent’s look and personality MUST match the core characteristics of the brand in order for a consumer to reciprocate with the experience. Ask your staffing partner about the criteria they use for both registering and placing talent. Do they require information as it relates to a candidate’s relevant brand experience? How current are the photos they have on file? What software is being used to assist in their booking of talent?

EXPERIENCE IS EVERYTHING

A talent’s past brand experience will always be useful. If they already know who the target is and are familiar with a brand’s culture, use this to your advantage. By the time a seasoned field rep is on site,he/she should be able to answer, with confidence, basic brand-related inquiries and speak comfortably to your consumer. Accomplished staff should speak from a place of true experience, instead of spewing rehearsed lines.

GIVE TRAINING, GET LOYALTY

Most talent will not make the necessary effort to familiarize themselves with the brand they’re preparing to promote. Insist that your staffing agency make brand training mandatory. Go beyond speaking points, apparel, and program play-by-play. We’ve found client-assisted “brand-bootcamps” benefit a talent’s connection to the event and its success. The best talent has experience representing a bevy of brands.

BACK THAT STAFF UP!

You’re dealing with people here — “life moments” are going to happen. Murphy and his destined Law will emerge sooner or later, so have a staffing partner with a solid contingency plan in place for late- and no-showing talent. A good rule of thumb is to have one talent backup (aka “ Pocket Shift” ) for every four staff booked. No exceptions.

BY ANDREW LOOS
([email protected]) is a co-founder and managing partner at Attack Marketing and Promotions.