What the Holidays Mean to EXPs
The holiday season means one thing for EXPs, the opportunity to maximize income executing events before the slow season kicks in. You need to know what’s in demand this time of year and prepare yourself to land these holiday opportunities before they are gone. Here are the HOT tickets during December and early January:
Product Specialists are required to learn the specifics about a product or brand and have the ability to articulate this information to consumers in a clear and concise way. Events demanding Product Specialists occur at retail outlets, festivals, malls, and automotive events and can involve the launch of a new vehicle, electronic, gaming system or beauty brand, to name a few.
Consumer spending is an all-time high during the holidays and corporations have found a direct increase in sales when consumers engage in marketing campaigns which are non-traditional and require participation. As an EXP, it is important to study and learn the required information about a product because it’s not uncommon to interact with a secret shopper hired by the client.
Having a clean and pleasant appearance and the ability to adapt to changes are essential.
Demo representative will be tasked with having to learn the specifics about a product or service too. Product demos typically happen at grocery or liquor retailers and wholesalers. During food and beverage demos, you will be required to educate consumers on a particular food, beverage or beverage device.
New services are also launched during the holidays. The new year is when many consumers consider making changes to existing plans or products. These types of events encourage consumers to not only try the new product or services but also to provide their feedback.
While different in nature, both types of events may require EXPs to complete event recaps and provide feedback during an event. Many products are launched solely during the holiday season with the hopes of making a splash to boost overall sales throughout the year. A brand might spend their entire Experiential Marketing budget in December, so be aware, and make the best use of this wealth of opportunities.
As a EXP who has participated in a fair share of holiday programs, I have learned the importance of patience. If you are looking to solidify opportunities, continue to apply. Reach out to account and staffing coordinators regularly and build a great rapport with them. Update your resume and profiles and always practice the three P’s – be presentable, professional, and personable. Remember, you are a brand within a brand, so represent yourself accordingly!
Have fun executing your events and have a very merry holiday season.
You Do What?
My bestselling book, You Do What? will help you obtain and solidify opportunities this holiday season. You Do What? also makes an excellent gift for the EXPs in your life.