Paying Brand Ambassadors an hourly rate to deliver event activation results simply doesn't work! Brands that embark upon event marketing strategies set high expectations and it's important to motivate event staff to meet these goals.
Performance-based event marketing is a unique model that drives results. Its concept is simple: Incentivize Brand Ambassadors with the opportunity to earn commissions by delivering quantified results. Metrics can come in the form of social uploads, samples, leads, and sales too.
What are the benefits of performance-based event marketing? Change a staffing model from "guaranteed hourly pay" to performance-based and expect Brand Ambassadors to do the following:
1) Study the brand's products and services. It can be anxiety-provoking to hire Brand Ambassadors to represent a brand. They're often trained within a few hours or less and are expected to personify brands with 100% accuracy. What if they answer customer questions incorrectly or give out incorrect information? These are some of the scary thoughts that might come to mind. A performance-based event marketing model pushes Brand Ambassadors to do their homework and genuinely learn the details of a brand's offerings. Why? Because it's in their best interest to do so. The more knowledge Brand Ambassadors have on a brand, the more likely they are to represent it accurately, meet goals, and earn commissions!
2) Engage with event attendees. Engagement is the name of the event marketing game. Brands expect Brand Ambassadors to speak to as many event attendees as possible to meet goals. Face-to-face interactions provide customers with personal experiences and is often the primary reason behind launching an event marketing program. Hourly-rate Brand Ambassadors may have a tendency to sit back and relax since their event pay is guaranteed. But a performance-based event marketing model motivates Brand Ambassadors to stay on their feet and engage with each passerby for the opportunity to earn commissions.
3) Provide detailed feedback. A Brand Ambassador's job isn't over once the event activation ends. Brands often want answers to detailed questions that only its Ambassadors can provide. A performance-based event marketing model inspires Brand Ambassadors to present detailed event activation intelligence. Why? Because results metrics are not always black and white. There are often specific reasons why goals were or were not met and Brand Ambassadors are compelled to provide this feedback to justify their results.
4) Go the extra mile. This is perhaps the most important result of performance-based event marketing. Under this model, Brand Ambassadors may actually arrive early or stay late to "get the job done". They might put extra effort into creating memorable experiences for customers. They might test different engagement techniques and determine which one generates the best results. Overall, Brand Ambassadors typically care more about their job achievements under a performance-based model since their pay is measured by metrics.
Need assistance with your next event marketing project? On The Avenue Marketing is a results-driven agency that specializes in performance-based event marketing. Contact us today for a free consultation. We'd love to hear from you!
Alycia is a marketing strategist who has been connecting people to products through events for more than a decade. As Vice President, Marketing of OTA, she draws on her experience to create customized event marketing programs for her clients. She's developed a deep understanding of how to create authentic, engaging promotions that organically attract consumers to brands. In her free time, this Boston native enjoys creating craft cocktails, soaking up the summer sun, and obsessing over her 4 lb. Chihuahua, Taco.