In the bustling arenas of brand activations and trade shows, standing out from the crowd is the ultimate goal. One effective tactic that consistently delivers is the strategic deployment of professional models.
These individuals are more than just a visual draw; they’re skilled communicators, brand ambassadors, and engagement drivers. The distinction between amateur and professional models is stark: while amateurs might offer a lower initial cost, professionals bring a polished skillset honed through experience, including effective communication, product knowledge, and lead generation expertise.
For businesses aiming to maximize their impact at these events, understanding how to effectively hire models for brand activations and trade shows is paramount.
This guide offers actionable strategies and practical advice on securing the right talent to not only enhance your brand image but also drive tangible results.
Defining Your Needs: What Kind of Model Do You Need?
Before diving into the search for the perfect model, it’s crucial to define exactly what you need. This isn’t just about finding someone who looks the part; it’s about finding someone who embodies your brand and can effectively contribute to your event’s success. This section breaks down the key factors to consider:
A. Defining Your Brand Image:
Your brand has a personality. Is it sophisticated and elegant? Energetic and playful? Modern and minimalist? The models you hire should align with this image. Imagine a high-end luxury watch brand hiring models with a punk-rock aesthetic – it simply wouldn’t work.
Consider the overall message you want to convey and choose models whose look and demeanor complement it.
For instance, a tech startup launching a cutting-edge product might opt for models with a modern, tech-savvy look, while a cosmetics company might seek models with a classic, polished appearance.
B. Understanding the Event Type:
The type of event significantly influences the kind of model you need. A trade show, where lead generation and networking are key, requires models who are comfortable initiating conversations and engaging with attendees.
A product launch might benefit from models who can confidently demonstrate product features and answer questions.
A promotional event, like a street marketing campaign, might call for energetic and outgoing models who can draw attention and interact with the public. Each event has its own dynamic, and your model selection should reflect that.
C. Specific Skill Sets:
While physical appearance is undoubtedly a factor, it shouldn’t be the sole focus. Consider the specific skills required for the role. Strong communication skills are essential for interacting with attendees and conveying your brand message.
Product knowledge is crucial if the models will be demonstrating products or answering questions. For events focused on lead generation, experience in collecting contact information and qualifying leads is invaluable.
Don’t underestimate the power of a model who can not only look the part but also actively contribute to your business objectives.
D. Budget Considerations:
Setting a realistic budget is a critical step. Model rates can vary significantly depending on experience, location, and the duration of the event. Research industry standards and factor in additional costs such as travel, wardrobe, and agency fees (if applicable).
Be transparent about your budget when contacting models or agencies to avoid wasting time. Remember that while cost is a factor, prioritizing quality and experience can often lead to a greater return on your investment.
Sometimes, investing in a slightly more experienced model who can generate more leads or create a stronger brand impression can be more beneficial in the long run.
This section provides a more in-depth look at the factors involved in defining your needs, moving beyond surface-level considerations and focusing on practical advice.
Also read our article “A Guide to Hiring Brand Ambassadors and Promotional Models”
Where to Find Professional Models for Brand Activations and Trade Shows
Once you’ve clearly defined your needs, the next step is finding the right talent. Several avenues exist for sourcing professional models, each with its own advantages and disadvantages.
This section explores the most common and effective methods:
A. Model Agencies:
Model agencies act as intermediaries between clients and models, offering a curated selection of talent.
- Pros: Agencies thoroughly vet their models, ensuring professionalism, reliability, and experience. They handle contracts, payments, and other administrative tasks, saving you time and effort. Agencies often have a diverse roster of models, allowing you to find individuals who perfectly match your brand image and event requirements. If you’re looking specifically for models for brand activations and trade shows with proven experience in these settings, agencies are a great place to start.
- Cons: Using an agency typically comes with higher fees due to their commission. It’s essential to choose an agency that specializes in promotional or event staffing, as not all agencies focus on this area.
- Choosing the Right Agency: Look for agencies with a strong reputation, a diverse roster of models, and experience in providing models for brand activations and trade shows. Check online reviews and ask for client testimonials.
B. Freelance Model Platforms:
Online platforms and marketplaces connect clients directly with freelance models.
- Pros: These platforms offer a wider selection of models and often at more competitive rates than agencies. You can browse profiles, review portfolios, and communicate directly with models. This can be a good option for finding models for brand activations and trade shows if you have a tighter budget.
- Cons: You’re responsible for vetting models yourself, handling contracts, and managing payments. The quality and professionalism of freelance models can vary significantly.
- Using Platforms Effectively: Carefully review profiles, paying attention to experience, client reviews, and portfolio photos. Conduct thorough interviews to assess communication skills and suitability.
C. Networking and Industry Events:
Attending industry events and networking with other professionals can lead to valuable connections.
- Pros: You can meet models in person, observe their interactions, and build relationships. This can be particularly useful for finding models for brand activations and trade shows who have experience in specific industries or event types.
- Cons: This method requires more time and effort compared to using agencies or online platforms. It’s not always a guaranteed way to find models immediately.
- Making the Most of Networking: Attend relevant industry conferences, trade shows, and networking events. Connect with event planners, marketing professionals, and other individuals who may have connections to models.
The Hiring Process: From Search to Selection
Securing the right talent is paramount to a successful brand activation or trade show. This section provides a detailed breakdown of the hiring process, ensuring you select the ideal models for brand activations and trade shows to represent your brand effectively.
A. Creating a Compelling Brief:
A well-crafted brief acts as your first impression and sets the stage for a productive working relationship. It should provide potential models with all the necessary information to determine if they are a good fit. A comprehensive brief should include:
- Event Overview: Clearly state the event’s name, date(s), time(s), location, and purpose. Briefly describe the target audience and the overall atmosphere of the event.
- Brand Information: Offer a concise overview of your company, its mission, and its brand values. This helps models understand the brand they will be representing.
- Role and Responsibilities: Detail the specific tasks the models will be expected to perform. Will they be greeting guests, demonstrating products, distributing promotional materials, collecting leads, or engaging in other activities? Be specific.
- Appearance and Attire: Outline any specific appearance guidelines, such as hair and makeup requirements. Specify the required attire, including whether it will be provided or if the models need to bring their own. Include sizing information if uniforms are provided.
- Compensation and Payment Terms: Clearly state the rate of pay (hourly, daily, or per event) and the payment schedule. Specify any additional compensation, such as travel reimbursement or per diem.
- Contact Information and Application Process: Provide clear instructions on how models can apply or submit their information. Include contact details for any questions they may have.
B. Reviewing Portfolios and Resumes:
Beyond the initial visual appeal of a portfolio, a thorough review should assess the following:
- Relevant Experience: Look for experience in similar events, product categories, or target demographics. Prior experience as models for brand activations and trade shows is a significant advantage.
- Professionalism and Presentation: Evaluate the quality of the photos, the layout and clarity of the resume, and the overall presentation of the candidate. Look for attention to detail and a professional demeanor.
- Skills and Abilities: Assess the candidate’s communication skills, interpersonal skills, and any other relevant skills mentioned in their resume or portfolio. Look for testimonials or references that support their claims.
C. Conducting Interviews (In-Person or Virtual):
Interviews are crucial for assessing a model’s personality, communication skills, and overall suitability. Prepare a list of targeted questions, such as:
- “Describe your experience working at brand activations or trade shows.”
- “How do you handle interacting with large and diverse crowds?”
- “How would you approach a potential customer who seems uninterested?”
- “What strategies do you use to generate leads or engage attendees?”
- “Tell me about a time you had to handle a challenging situation at an event.”
- “What are your salary expectations for this type of role?”
These questions will help you gauge their experience, communication style, and problem-solving abilities.
D. Negotiating Rates and Contracts:
Once you’ve selected your ideal candidates, it’s time for the final steps:
- Market Research: Research industry standards for model rates in your specific location and for the type of event you’re hosting. This will give you a benchmark for negotiations.
- Transparent Communication: Be open and honest about your budget and expectations. Clearly communicate all terms and conditions before finalizing the contract.
- Formal Contract: A written contract is essential to protect both parties. It should include details such as payment terms, work schedule, responsibilities, cancellation policies, usage rights for photos/videos, and any other relevant terms. It is highly recommended to have legal counsel review the contract before signing.
Preparing Your Models for Success
Hiring the right models is only half the battle. To maximize your investment and ensure a successful event, it’s crucial to properly prepare your models for their roles. This section outlines the key steps involved in setting your models up for success.
A. Providing Thorough Briefings:
A comprehensive briefing is essential for equipping your models with the information they need to effectively represent your brand. The briefing should cover:
- Product Knowledge: Provide detailed information about your products or services, including key features, benefits, and target audience. If possible, provide product samples or demonstrations.
- Brand Messaging: Clearly communicate your brand’s key messages, values, and unique selling propositions. Ensure models understand how to articulate these messages to attendees.
- Event Details: Review the event schedule, layout, and any specific activities or presentations. Provide models with a map of the event venue and highlight key areas of interest.
- Expected Duties: Clearly define the models’ responsibilities, including greeting guests, demonstrating products, distributing promotional materials, collecting leads, or any other assigned tasks.
- Q&A Session: Allow time for models to ask questions and clarify any doubts they may have. This ensures everyone is on the same page and reduces the risk of misunderstandings on the day of the event.
B. Wardrobe and Appearance Guidelines:
Maintaining a consistent brand image is crucial. Provide clear guidelines for wardrobe and appearance:
- Attire: Specify the required attire, including colors, styles, and any specific branding elements. If uniforms are provided, ensure they fit properly and are in good condition.
- Grooming: Provide guidelines for hair, makeup, and accessories. Ensure these guidelines align with your brand image. For example, a high-end brand might require a more formal and polished look, while a younger, more energetic brand might opt for a more casual and contemporary style.
- Consistency: Ensure all models adhere to the same guidelines to maintain a cohesive and professional appearance.
C. On-Site Management and Support:
Providing on-site management and support is crucial for ensuring a smooth and successful event:
- Designated Point of Contact: Assign a designated point of contact who can address any questions or concerns that models may have during the event.
- Regular Check-ins: Conduct regular check-ins with the models to ensure they are comfortable, have everything they need, and are performing their duties effectively.
- Breaks and Refreshments: Provide regular breaks and ensure models have access to refreshments and restroom facilities.
- Contingency Plans: Have contingency plans in place to address any unforeseen issues, such as model absences or technical difficulties.
- Post-Event Feedback: Gather feedback from the models after the event to identify any areas for improvement in future events.
By providing thorough preparation and on-site support, you can empower your models to perform at their best and contribute significantly to the success of your brand activations and trade shows.
Measuring the ROI of Using Models
After investing in models for brand activations and trade shows, it’s essential to measure the return on investment (ROI) to determine the effectiveness of your strategy. This section outlines how to track results and analyze data to assess the impact of using models.
A. Defining Key Performance Indicators (KPIs):
Before the event, establish clear and measurable KPIs that align with your business objectives. Common KPIs for measuring the success of models for brand activations and trade shows include:
- Lead Generation: Track the number of leads generated by the models through methods such as lead capture forms, badge scanning, or business card collection.
- Brand Awareness: Measure changes in brand awareness through surveys, social media mentions, or website traffic.
- Social Media Engagement: Monitor social media activity related to the event, including mentions, shares, and hashtag usage. Track how models contributed to this engagement by promoting social media channels or encouraging attendees to share their experiences online.
- Website Traffic: Monitor website traffic during and after the event to see if there’s an increase in visits, especially to specific product or service pages.
- Sales Conversions: If applicable, track sales conversions that can be directly attributed to interactions with the models. This might involve using unique promotional codes or tracking leads that were generated at the event.
- Foot Traffic at Booth/Event Space: Measure the number of visitors to your booth or event space to determine if the models effectively attracted and engaged attendees.
B. Tracking Results and Analyzing Data:
Once the event is over, gather and analyze the data related to your chosen KPIs:
- Lead Tracking: Compile the leads generated by the models and track their progress through the sales funnel. This will help you determine the quality of the leads and the potential for future conversions.
- Social Media Analytics: Use social media analytics tools to track mentions, reach, engagement, and sentiment related to your brand and the event.
- Website Analytics: Use website analytics tools to track website traffic, page views, and other relevant metrics.
- Post-Event Surveys: Conduct post-event surveys to gather feedback from attendees about their experiences, including their interactions with the models.
- Compare to Previous Events: If you’ve hosted similar events in the past, compare the results to see if using models had a positive impact on your KPIs.
By carefully tracking results and analyzing data, you can gain valuable insights into the effectiveness of using models for brand activations and trade shows and make informed decisions about future events.
This data-driven approach allows you to justify your investment and demonstrate the value of using professional models.
You can also read our article “How to Hire a Comedy Host for Corporate or Gala Events”
Conclusion
In the competitive landscape of brand activations and trade shows, leveraging the right strategies is crucial for achieving marketing objectives. As this guide has demonstrated, strategically hiring models for brand activations and trade shows can significantly enhance your brand presence and drive tangible results.
By carefully defining your needs, sourcing professional talent, providing thorough preparation, and measuring ROI, you can maximize your investment and create memorable experiences for your target audience.
Utilizing professional models for brand activations and trade shows is not merely about aesthetics; it’s a strategic investment that can elevate your brand, generate leads, and ultimately contribute to business growth.
By following the insights provided, you can confidently leverage the power of professional models to achieve your event marketing goals.
Since you are planning to hire models for brand activation, check the list below for our recommended models that you can book or hire for the event:
