The role of promotional models

Promotional models have come with a lot of criticism, they have been said to be bad examples, beauty without brains and objectified by companies or brands. Very little is known about the role of promotional models. They do far beyond than just looking good although that also contributes to their overall role.

According to Wikipedia, promotional models are hired to drive the consumer demands for a product, service, brand or concept by directly interacting with potential customers.

Promotional models are attractive in physical appearance (however you define it and a true representation of your brand), and they serve to make products more appealing. They use their charm and beauty to call the attention of customers to try or to buy their products. They are an all-purpose part of the company’s marketing plan because they are expected to be knowledgeable about the product and so can give the right information to customers.

Their core mandate is to increase customers and boost product sales. They do this in so many ways and being attractive is one of them. They basically humanize the brand as they draw the attention of the public to notice the products they are selling. You can find them mostly at trade shows, malls and any other location where there is a lot of traffic.

Roles of promotional models:

The point of this article is to understand that promotional models have more crucial roles to play than just being attractive or in addition to being attractive.

1.       Expert skills in public speaking:

They must be able to communicate very well the message the brand is trying to convey and must do it with conviction and confidence.

2.       Understand the Customer

They must be able to accommodate differently customers and their different personalities and be able to help them accordingly.

3.       Understand the sales process

They must be able to memorize slogans, specifications and sales contact script as a process to sell the products.

4.       Presentation:

What they say, what they do and how the act represents the image and the reputation of the company.

5.       Warm and Inviting

They are living sculptures and stories in flesh, so they must be able to approach and be approached by consumers.

6.       Able to think on their feet:

They are walking and talking solution the product is offering and so must be able to answer anything regarding what they are promoting.

N.B I think we have evolved from having a narrow idea of what a model should look like, difference sells and your product is different and so should be complemented or represented by difference. This is a must consideration for companies.

Conclusion

Promotional models are not forced in the industry, they do it because they are capable of doing it and maybe because they love it, the stigma put against them must not take from the fundamental value they are to companies when it comes to marketing plans. They do something most of us couldn’t do and it says so much about who they are.

Their roles are to be appreciated and acknowledged. They are an important part of the marketing plan that most businesses should consider and this will surely be a great investment in generating better sales.