By Lisa Major
Brand ambassadors, promotional models, product specialists, the list goes on and on when it comes to experiential and event marketing roles. With so many different terms used in the industry, it can be a bit confusing. And while the brand ambassador role is by far the most common in the industry and the one most are familiar with, there is another key role that works wonders for brands. Product Specialists.
Like brand ambassadors, product specialists are responsible for face-to-face interactions to market brands at live marketing events. They are the first to interact with consumers and they are responsible for building relationships while creating a sense of trust, loyalty, and credibility. And while the brand ambassador and product specialist role may seem very much the same, product specialists can offer a little more for marketers or brands when they need it.
Because it is a more specialized role, product specialists go through thorough training and testing to become extremely well-versed about the brand itself and the products or services being offered. This gives them the ability to confidently speak on behalf of the brand, educate consumers on technical specifications, demonstrate products or services while presenting key messaging, and answer complex questions. All of which is very beneficial for both the brand and the consumer.
Product specialists are trained to know the ins and outs of the brand as well as the product or service being offered. Ideal candidates have a great deal of experience not only in marketing brands, but oftentimes they have a background, either professionally or personally, within the brand’s industry. For example, automotive product specialists are typically required to have a passion for and working knowledge of automobiles.
In order to create authentic and meaningful relationships with consumers, the people representing your brand must be highly engaging and have a fantastic personality. Product specialists understand how to pique consumer interest and present brand messaging in an informative, yet conversational way. They offer the perfect blend of brand knowledge and charisma.
Product specialists are passionate about the brands and the industries they represent. By investing in their abilities, they will work diligently to understand your product or service, your target audience, and your campaign goals. Ultimately, your product specialists become your brand advocates – driving awareness, loyalty, and sales for your brand. With that said, it is up to you to provide high-level training information for them. They need proper training and testing to ensure they can confidently convey messaging and answer questions with ease.
With any type of live marketing event, challenges are inevitable. Product specialists are highly adaptable and are problem solvers. They can quickly think on their feet, adapt to changes, and face challenges head-on to ensure the campaign is successful.
No matter what type of industry you are in, product specialists can take your brand to new levels. You’ll see real results, whether it be an increase in reach, an increase in sales, or an increase in leads. So if you need a little more than a brand ambassador, someone that can really educate consumers on every aspect of your offering, a product specialist is exactly what you are looking for.
To ensure you are getting a team of experienced product specialists, consult with an event staffing agency. Staffing agencies have the capacity to source a team of dedicated product specialists who meet your criteria. They can also provide staff training and testing for you. Partnering with an experienced agency will save you time, money, and a lot of headaches.
ATN has been a trusted experiential event staffing agency for countless brands since 2002. We can guide you in the right direction and offer you experienced and knowledgeable product specialists for one-time events or a long-term marketing campaigns.