Monthly Archives: May 2015

Brand Ambassador’s or Sales Generators?

Brand ambassadors have primarily been used for in-store sampling to increase brand awareness and drive sales but are they still important and has their role changed?

Brandstand NZ - Sampling traysThe NZ retail sector has seen changes over the past few years in both grocery and the non-grocery environments. This change is effecting how we engage with consumers and what they expect from their shopping experience. The team at Retail Safari has written a great article entitled “From Brand Ambassadors to Engagement Specialists”. Here are some key highlights:

Consumers are thriftier and smarter

With our fingers just a touch away from product information, consumers have higher than ever expectations, particularly from the in-store experience. Brand ambassadors are expected to be exceptionally knowledgeable about the product, offering honest expert face to face guidance giving consumers the confidence to make the right purchase decision.Brandstand NZ - Brands

Competition is tougher

There are so many brands out in the marketplace today the pathway has become very complex and cluttered. It is therefore essential that brands and retailers know when and where to engage the consumer along their purchase journey.

A shift in the balance of power to retailers

With a decrease in consumer spend and an increase in online shopping, retailers have had to reduce staff numbers on the shop floor. Thus, making it more important that brands put their own ambassadors out in the stores to engage, educate and ultimately close the sale.

A new model

In the FMCG channels, competition is tough and budgets are shrinking so there is a push for more sales through smart activations. A new model referred to as ‘Sales in Action’ is seeing some positive results. The main difference with this new model is that brand ambassadors not only create brand exposure and the opportunity to ‘try before you buy’ but they also get the sale. By moving away from the traditional low-key store activity, brand ambassadors are now becoming part of a lively shopping experience. This allows them to become tangible sales generators.

Brandstand NZ - Experiential MarketingAt Brandstand we totally agree with what they say. Being one of the main providers of portable display equipment in NZ we have seen a large shift in custom built stands for in-store sampling and experiential marketing. Clients are not just asking us for a product they are asking us for a solution to enhance the shopper experience.

We are in the business of making you look good, so give us a call and let us help you out with the perfect solution on 0800 10 99 88.

Get it right first time with your staff.   

You have spent money on getting to the tradeshow or fieldays, you have a great stand with vivid graphics and a ‘stop you in your tracks’ marketing message, so now you need to see some ROI. What’s that down to – luck, your products or your staff?

Well to be honest it’s probably a little bit of each, this is your golden opportunity to showcase the unique services and products only you can provide. Hundreds of people will visit your booth to gain insights into what sets you apart from the competition so make sure your exhibition booth staff don’t let you down.

Here are some quick tips to make sure your staff are as effective as possible:

Brandstand Blog - StaffKnowledge is Power

Take the time to ensure all your staff understand the services and/or products you are selling. There is nothing worse, as a consumer, than talking to a member of staff who is fumbling around the subject as they clearly have very little knowledge or simply do not understand the product. It’s awkward and it will probably cost you a sale.

Each booth member should be completely confident on the services you offer and should be able to give in-depth knowledge on what is being exhibited and how product demo’s are to be conducted.

Determine your Etiquette

Understanding who your target market is for a tradeshow or fieldays, is key to success. The etiquette of your staff should correspond to the clientele you are hoping to attract. Products aimed at business executives will require a different etiquette to those aimed at farmers or children. Ensure your staff understand this and are able to connect on the same level to gain interest and maybe even a sale.

Attitude and Presentation

You will need to determine what approach your company will be taking on your booth and ensure everyone has bought into it. This approach is often determined by what you are selling. For instance, you may be all about presenting demos and products in a professional, concise manner or it maybe you want to be seen as a fun loving company and your products are about enjoying life to the max. Whatever you decide upon, ensure your staff are ‘fit for purpose’ and not only look the part but their attitude is pitched perfectly.

Brandstand BlogAs with all tradeshows there are certain rules that you have to abide by so make sure your staff knows about yours. It maybe obvious to you but for some staff, standing with their hands in their pockets and chewing gum is perfectly acceptable behaviour on your stand. It is often best if you just spell it out at a team briefing so you know that they have all been told. Things to include are:

  1. No hands in pockets
  2. No fidgeting with your hands
  3. No chewing gum
  4. No folded arms
  5. No slouching at a table
  6. No talking/surfing on the phone

Lead Generation

All staff should have a target to shoot for such as acquiring a set number of leads or interactions per hour. This target should be achievable and it maybe worth having an added incentive for the best staff member on the booth. With this in mind it’s not a bad idea to get your staff to rehearse dialogue, practise answering typical questions and performing demonstrations with you and each other. Time spent getting it right is time well spent.

Brief and Debrief

After months of planning for this show it’s important that all your staff are singing off the same hymn sheet. Don’t just give them a briefing sheet and hope they read it, make sure you take time to sit down with all your staff before the event and go through what is important. Ensure they understand their targets, the product/services and the brand they are representing. Make them feel an important part of your business and show your appreciation for them.Brandstand - staff briefing

It’s all too easy to get sucked into the set-up of your stand, and not spend time with your staff. That’s why it’s a good idea to have your events/display company manage the set up, freeing you up to focus on staff training/briefing.

Afterwards, make sure you take the time to have a proper debrief. It’s ok to head to the bar and celebrate but before you do, take 20 mins to sit down with your staff and have a conversation regarding what went well and areas for improvement. This debrief does not have to wait until the end of the third day, do it every night so if something is not working on day one you can get it fixed ready for day two.

Brandstand nzAt the end of the show, always make sure you show your appreciation to your staff because without them your booth would not have been a success. Share some figures with them over lead generation or sales and if you did have an incentive for the best staff member then make sure you present the prize to the lucky person at the show. This way everyone sees that you keep your promises and can see that the show was a success.

If you need any advice regarding your exhibition requirements then give us a call, our expert sales team will be more than happy to help or arrange a no obligation visit to the showroom and get inspired. Call us now on 0800 10 99 88.