There is far more to experiential staffing than simply providing a client with brand ambassadors for their activation. From the start, we make it our prerogative to understand each campaign and tailor the staffing solutions to ensure we meet the client’s brief. Whilst each campaign is different, we still face the same tasks and challenges, no matter the size or complexity. So whether it is a more creative piece a client requires or simply 4 brand ambassadors to hand out flyers in a city centre, the management of staff requires the same amount of attention. While from the outside it may not be obvious to clients, there is far more that goes on behind the scenes in order to make sure that the final event is a success. Here are some key phases which we take care to ensure that clients are getting (more than) what they pay for.
One of the most important elements when it comes to recruiting promotional staff for a campaign, is to understand the client, the brand, and what it is they are trying to achieve from the campaign. The reason for this is that we want to seek out staff who are truly suited to the activation and who are most suitable based on the client’s brand and its values. We do this by ensuring completing a detailed brief from the client and apply this to our search, filtering out the most suitable candidates. In order to ensure clients know who they are getting and have comfort of who will be arriving on the day, we create detailed staff profiles that includes a short video of the staff. Clients can therefore get a ‘feel’ of the type of personnel that will be representing their brand.
Staff are only as good as we train them to be and it’s fundamental that we collaborate with clients to ensure a rigorous training process. Each campaign has varying levels of complexity therefore requiring different levels of training; because we understand this, we offer a training platform unique to each campaign. This is then integrated to our staff database where staff are taken through various training models and then ‘quizzed’ in order to become ‘certified’ and trained for a specific campaign. There is also a dedicated area where content, videos and various policies and procedures can be uploaded. For the more complex campaigns, we run a face-to-face training day, which we encourage clients to also attend, to guarantee staff are fully trained and capable of carrying out the tasks at hand. All of this coupled with a conference call briefing from one of the staffing team members at Elevate right before the job goes live, ensures high quality amongst staff.
Our job doesn’t end once the campaign goes live. We provide support and ongoing staff management throughout the campaign. This includes GPS check-ins to ensure staff are on-site, a point of contact for staffing issues, and general trouble shooting throughout the campaign (even on the weekends!). We often provide a Team Lead or Event Manager on every job to ensure that staff are delivering against the brief and to take any staffing pressures off of the client. When it permits, at least one of the Elevate head office will be present on the first day to ensure everything kicks off as planned. In addition, we ensure that all campaigns are ‘mystery shopped’ for quality control and so that feedback can be used to make any improvements for the remainder of the campaign.
In order to evaluate the success of a campaign, it is important to work with the client to establish what success looks like and what needs to be measured to evaluate success. Based on this, we pull together a unique reporting tool unique to every campaign that allows for measurement of both quantitative and qualitative KPIs. We then compile a presentation shortly after the activity is completed, including figures (i.e. sampling stats), a results round up, direct consumer comments and photos. This allows clients to assess how successful the activation has been, consumer reaction and what future improvements need to be made to yield even better results should the activity be repeated in the future.