Promotional model
A promotional model is a person hired to drive consumer demand or increase awareness for a product, service, brand, or concept by directly interacting with consumers or usually through their appearance or acting. A promotional model can be female or male, and typically is attractive in physical appearance, and not only provides information to the consumer about the product or service, but makes it appealing to them in some way, enabling the consumer to identify with the product, service, or the company that offers it. While the length of interaction with the consumer may be short, the promotional model delivers a live experience that reflects on the product or service he or she is representing. Even though this form of marketing touches fewer consumers per dollar spent than traditional advertising media (such as print, radio, and television) the consumer’s perception of a brand, product, service, or company, is often more profoundly affected by a live person-to-person experience. The influence of this type of marketing campaign on consumer’s purchasing habits tends to be more enduring as well. Promotional models often interact with many people per unit time so as to maximize quantitative influence on consumer demand. The responsibilities of the promotional model depend on the particular marketing campaign she or he is carrying out, and typically include but are not limited to the following:
- increasing product awareness
- creating an association in the consumer’s mind between the product or brand and a particular idea (natural beauty, classic heritage, edgy sex appeal, reliability)
- providing product information
- handing items to consumers, such as a sample of the product itself, a small gift, or printed information
Marketing campaigns that make use of Promotional Models may take place in auto shows, boat shows, music concerts, sporting events, seasonal festivals, convention events, and local malls. Many jobs require specific clothing or a costume. Other promotional marketing staff positions include product ambassadors, trade show spokesmodels, event staff, samplers, product demonstrators, and narrators. They are often planned at high traffic locations to reach as many consumers as possible.
Spokesmodel
Trade Show Model
Trade Show Models work at a tradeshow floorspace or booth, and represent the company to attendees. Trade Show Models are typically not regular employees of the company, but are freelancers hired by the company renting the booth space. They are hired for several reasons. Trade Show Models make a company's booth more visible and distinguishable from the typically hundreds of other booths with which they compete for attendee attention. Also, Trade Show Models quickly learn and disseminate information on the company and its product and service, and can assist a company in handling a large number of attendees which the company might otherwise not have enough employees to accommodate, therefore increasing the number of sales or leads resulting from participation in the show. Trade Show Models may be skilled at drawing attendees into the booth, engaging them in conversation, and at spurring interest in the product, service, or company. Trade Show Models' attire varies and depends on the nature of the show, and on the image the company would like to portray. They may wear a dress, or simple but flattering business attire. They sometimes wear wardrobe that is particular to the company, product, or service represented. For example, at a builder's convention a model may be dressed in construction worker attire, with cut-offs, t-shirt, tool belt, and hard hat. The slang term Booth babe is sometimes used to refer to models whose wardrobe is themed, whimsical, or provocative.
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