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YOU TRUSTED YOUR BRAND WITH THESE PEOPLE?

Live events can be made or marred by stand staff. Will your characters make the day a marvel?

There are happy stories and there are horror stories. They deliver moments that float your boat and others that frankly don’t. Call them stand staff or brand ambassadors, but like it or not, they are a critical part of the experience your brand delivers. The interaction that hospitality staff have with your audience makes their role a critical one.

Training is everything

All too often the training of stand staff is left until ten minutes before the doors open. All too often, they don’t know the story of the stand. They don’t understand your key messages. And they don’t know where things are or how they work. You just spent a year getting your experience to this point. Why leave it in the hands of Mr Bean?

More than a chocolate sprinkle?

So Mr Bean aside and coffee to the front of the stand. Vetting these interlopers so you get the right vibe at an event or on a stand is critical. Even if you’re using your own staff. For example, if you’re going to the trouble of installing a coffee bar on your stand, you need to get it right, way beyond the ambient lighting. It’s crucial that you put a big effort into getting a barista who is warm, personable, hip, energised… and chatty. Engaging in the right way. It makes a HUGE difference to your guests’ whole experience. Will your cappuccino be the one they remember?

TAKE A LOOK AT OUR PAPER, ‘10 WAYS TO CONNECT WITH MILLENNIALS’

Further reading