By Lisa Major
The reason that experiential marketing works so well is that it offers a real-life, face-to-face brand experience for consumers. Successful experiential marketing events are a result of many factors including design, interactive elements, and premium giveaways. But, there is one thing that plays an even more significant role in the success of an event – the staff representing the brand. Those chosen to represent a brand serve on the front lines of the activation and are responsible for creating stellar brand experiences that leave lasting impressions on consumers. For this reason, you wouldn’t want just anyone serving as the face and voice of your brand, would you?
Many times, marketing agencies and companies think that they can handle everything that comes with staffing an event on their own only to realize that it’s not as cut and dry as it seems. The fact of the matter is, most companies simply do not have the time or resources to efficiently and effectively staff their events…but an event staffing agency does.
You can rely on an experienced event staffing agency to save you a ton of time and money. With everything on your campaign to-do list, do you have the time to:
As you can see, it’s a lot more than just hiring someone and adding a name to a schedule. An event staffing agency will have dedicated and experienced account management, HR, and payroll teams that work together during each phase of the staffing process to ensure everything goes off without a hitch. As a result, you’ll have time to focus on the bigger picture of your event and other important to-do’s.
Established nationwide event staffing agencies have access to tens and sometimes hundreds of thousands of qualified staff in locations coast-to-coast. Typically, these individuals are pre-screened and vetted by the agency to ensure that they have the experience necessary to represent a brand. And because nationwide agencies provide staff in cities all over the country, they have the network and resources to find qualified staff no matter the size of the city.
Additionally, clients can request staff who have specific skills and qualifications to meet the exact needs of the brand and program. A staffing agency knows what to look for and the questions to ask to deliver the right people for your needs.
Let’s face it, humans are unpredictable. You can confirm staff until the cows come home, but there’s always going to be one who just decides not to show up. Or one that’s lost, or late. Event staffing agencies are faced with these types of scenarios on a recurring basis. And while there is no guaranteed way to prevent them, experienced agencies will have contingency plans in place to deal with anything that is thrown at them without batting an eye. As you can imagine, if you’re handling all of the other elements of your event, dealing with staffing-related problems is the last thing you need.
Brand ambassadors are a mainstay in experiential marketing and that’s usually who you’ll need to support your activation. However, there are many other types of staff, like costume characters or labor staff, that you might need for your event. Most event staffing agencies have seen it and done it all and can provide far more than just brand ambassadors.
An event staffing agency will set your event up for success by providing experienced, outgoing and engaging staff. Additionally, they will take the time to ensure that the staff is excited, knowledgeable, and fully prepared to represent your brand. All of these factors play a crucial role in how consumers may perceive your brand. For that reason, securing staff who can fully engage with consumers in a genuine and heartfelt way can make a huge difference on your bottom line.
An event staffing agency will not only hire the best staff who have the skills and qualifications that you expect, but they can also help out in other ways. For example, if you are unsure of how many people you need for your exhibit, they can offer suggestions. Or maybe you don’t know if you need a product specialist or product demonstrator; no worries, an agency can help guide you through the specifics of each role to pinpoint your needs. Additionally, they can help with logistics such as securing storage facilities, reserving rental vehicles, routing (for mobile street teams), staff training, testing, and reporting, and much more. Never hesitate to ask what your agency can do for you.
Imagine if you have an event taking place in multiple cities and states across the country, all with different minimum wage, break, and overtime requirements. In order to be compliant, you have to know and understand the regulations in each location. And then there are other labor laws, W-2 vs 1099 employee classification, and payment timeframes to consider. Oh, and don’t forget the I9 form to verify employment eligibility, and the federal and state tax forms (applicable states that is). Sounds like a lot, right? It is. And it takes a lot of time and manpower to research and compile this information. Due to the nature of the industry, event staffing agencies must stay current on all state and federal labor regulations and work with professionals to ensure they are compliant. Play it safe and let the experts handle your staffing to avoid any penalties, fines, and fees.
There are many things to consider when it comes to staffing an event. One wrong move could potentially impact your bottom line in a negative way. Hiring an event staffing agency is one of the best investments you can make for your event. They can provide you with the right staff who meet your expectations, needs and wants all while making sure you are taken care of and protected.
For more than 16 years, ATN has provided best-in-class custom event staffing solutions for brands and marketing agencies. Through every step of the process, we work closely with our clients, bringing our passion, energy, and commitment to ensure event goals are met.