HOW TO BUILD
A SUPERSTAR EVENT TEAM

You wouldn’t scroll through the phone book to find a babysitter, would you? Then why would you blindly choose strangers to interact with your customers? Event staff are the frontline connection to your brand. Are you (or your agency) choosing wisely? Here are some tips to help you hire winners.

THE RIGHT FIT.
Different events call for different types of representatives. The person who’s perfect for SXSW is probably not a good fit for an AARP event. Develop a screening criteria and candidate profile for each event and use it as an overlay to find the most suitable candidates possible.

APPEARANCES COUNT.
You may not be in the market for a Candice Swanepoel look-alike, but good grooming and positive appearances can speak volumes about a person’s attitude and level of professionalism. Headshots and videos are a great preliminary screening tool, but they can be enhanced or altered. A better strategy is to meet each potential team member in person, if possible. If you can’t meet face-to-face, set up a Skype interview so you can see the kind of personality they’ll bring to your event.

DRILL, DRILL, DRILL!
Brand ambassadors should have a clear understanding of your product or service before setting foot in the event arena. Conducting pre-event training sessions by phone, webinar or in person ensures that the entire event team is on the same page and that they understand your event’s objectives, audience and challenges. A prepared team is a polished team.

SET RULES UPFRONT.
Establishing the rules for professional behavior upfront will help set the tone of the event and let the staff know what’s expected of them. Rules like no eating in front of guests, no phone calls, no smoking and no foul language should be written into your staff event kit.

FIRE THEM UP.
Spirited pre-event kick-off calls are a great way to energize your team and get them excited about the event. Everyone loves a game! If you’re really looking to fire up a team, add incentives and prizing that will encourage Brand Ambassadors to increase their personal and team statistics in the field. Offer gift cards or prizes to the Brand Ambassadors who meet set statistics.

FIRE THEM FAST.
It happens. Despite your best efforts, you may end up with a team member who doesn’t meet your expectations in the field. Make sure your event manager takes action and dismisses that individual immediately. (And be sure you have back up staff on hold, just in case.)

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