Event type
Product launch
At a product launch the product isn't the stand. It's the person standing next to it.
Headcount rule of thumb
Two people per demo stand so they can rotate. Three if the day runs longer than four hours.
In short
A product launch needs promoters or brand ambassadors rather than general event staff, because the job is active approach rather than welcoming guests. Training is the deciding factor: a product that needs explaining deserves a one to two hour briefing before the event, covering the product and answers to the three most common questions. As a rule of thumb, staff a demo stand with two people so they can rotate, because continuous approaching drops in quality after about four hours. If you are capturing leads, decide in advance who records them and how, or you will end up with scraps of paper.
Who you need, and why
- Promoter
- Active approach, demo, sampling. Being pleasant isn't enough; they have to open the conversation.
- Brand ambassador
- When the product needs explaining and the brand's voice has to carry.
- Stand hostess
- Receives people who come of their own accord, freeing the promoter up.
- Support staff
- Restocking, packing, chilling. Without them the promoter is in the stockroom, not with the customer.
What to decide, and when
2 weeks ahead
Hand over product material and the intended message, so there is something to learn.
2-3 days ahead
Briefing, online is fine: product, audience, claims that are off-limits.
On site, 60 minutes early
Check stock, set up the stand, run a practice demo.
End of day
A short debrief: what people asked most, what worked.
What usually goes wrong
- No briefing, so the promoter learns the product in front of the customer.
- One person staffs the stand all day, and it stands empty over lunch.
- Nobody decided how leads get recorded, so there is no measurable result at the end.
- Restocking isn't planned, so the promoter is in the stockroom when footfall peaks.
The staff we usually supply for this
Where are you organising it?
Information tailored to the city, with local venues.
Product launch
Give us the date and the guest count and you'll have a concrete headcount and price within one working day.
- A real quote within 24 hours
- Replacement guarantee for drop-outs
- No minimum order
- A dedicated coordinator on every booking
Frequently asked questions
How much training does a product launch need?
For a simple product, thirty minutes on site is enough. If the product needs explaining, or there are legal limits on what may be claimed, budget a one to two hour briefing in the days before the event.
Promoter or hostess?
If the goal is to engage people walking past the stand, promoter. If the goal is to receive people who come to you, hostess. Most launches need both, in different proportions.
Can promotional results be measured?
Yes, if you decide up front what you are measuring: approaches, samples, leads or trial purchases. Tell the promoter too, because people pay attention to what gets counted.