The Ambassador Edit: How to approach people at an event 

Working in the promoter/event industry takes several different skill sets into account. As a marketing agency we utilise freelance staff members or brand ambassadors to help work at a client’s stand for an event.  

One of the main skill sets needed for this business is learning how to approach people at an event to speak with them about our client’s products or services. For those who are reading this and might be new to the industry let’s go over what happens at events.  

At the events, attendees will stop by for a chance to pick up some merchandise, learn more about our service, or just to interact with the stand. This is the moment when you can shine.  

For this role you need to balance enthusiasm for letting people know about the product with not being perceived as being pushy. You want to create a positive experience for them that is memorable and is more than just reciting a brand pitch to them.  

Here are the steps we recommend following: 

• Approach people who seem interested in the stand. They are making eye contact with you, are reading the information we have on hand, or are looking at merchandise we have.  

• Make sure your body language is open and friendly. While we want our staff members to look professional, we want everyone to have a relaxed posture. It’s also important to be warm and welcoming when speaking with event attendees. 

• As you are speaking to people lead with an open-ended question and avoid yes or no questions. Some examples are: What do you look for in this type of product? Have you had a chance to try a sample of our new product yet? Are you enjoying the event so far?  

• Make sure you are actively listening to their thoughts and needs. Once they show interest in the product you can start talking to them more about the product. If they aren’t interested in learning more at that time, then provide them with a leaflet which they can take away to review again and let them know they can stop by again if they have any questions.

• Engage the sensory elements of event attendees: if the campaign is sampling a product, then offer them a sample straight away. If you have promotional materials, ensure these are handed out early as it helps event attendees to relax and gives you a natural segue into a conversation about the product.  

As you get booked onto events with GottaBe! Marketing, please make sure you are approachable on the stand, you are open and friendly as people come over to the stand, ask people open ended questions, actively listen to their feedback and encourage them to engage with stand. We want people to have a positive and memorable experience at our stand.