Why Event Staff Management is Critical to a Brand’s Success. 

Harvard Business Review article correlates good management to increased revenue. The source shows how customer satisfaction affects customer behavior and impacts the bottom line. They used retailer Sears as an example. “When employee satisfaction improved by 5%, customer satisfaction improved by 1.3%, which led to a .05% improvement in revenue.” Harvard Business Review says, “That might not sound significant, but for $50 billion Sears, that that came to an extra $250 million in sales revenue.”

Your event staff’s happiness can also have a large effect on revenue, too. After all, they share many of the same responsibilities of retail workers. They greet visitors, answer questions, and promote a pleasant experience. They represent your brand and embody all that it stands for. And, they’re often trusted for skilled tasks, such as product demos or specific forms of entertainment. In short, they see all your plans to fruition, while building crucial relationships with consumers to produce sales. Yet, your event’s results will depend on your ability to carry out effective event staff management.

1. Hiring.

Assembling your team is not a job to take lightly. Like Ford, you’ll want to find expert staff to deliver benefits such as increased productivity and minimal training. This means you’ll need to carefully screen candidates. You’ll want to assess their experience, ensure they fit with your brand, and call on their references. Depending on your audience, you also might want to run background checks. And, you’ll want to hire them as W-2 employees to be compliant with Federal law and avoid potential penalties and fines.

2. Onboarding.

Once you’ve chosen the best event staff, proper onboarding brings a variety of crucial responsibilities. First, you must complete all admin tasks, working with HR on paperwork and setting up any necessary accounts. Then, the most critical work begins. You’ll want to start with getting them familiar with your company, its mission and its values. Next, you must train them on the specifics of your event or experiential marketing campaign. This includes your goal, your primary message and talking points, the uniform, rules for etiquette specific to your brand and more.

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