A shopping experience influenced by promotional staff

Posted in Shopping

A shopping experience influenced by promotional staff

Shopping is a very relaxing activity for me, as I am sure it is for many, many people, but what I really don’t like is that the moment I enter the shopping mall or the supermarket I am overwhelmed by countless promoters trying to shove things down my throat, convince me to try all sorts of hand creams or facial tissues, make me drink stuff or buy products on sale. I find that extremely annoying and I could never understand how experiential marketing can be such a profitable business and how some people can actually love being “assaulted” like that. However, a couple of months ago I had the chance to convince myself why this marketing field works and why event staffing agencies are so high in demand and make such good profits: it’s all about the people.

I was at the mall and for some reason I entered the electronics store, which I never do because I am not good with technology and I don’t buy electronics, almost never. However, I was distracted by the movie shown on the TV screens, so I entered and I was just walking around aimlessly, until I hit this exhibition stand that promoted some kind of universal remote. There were two girls and a man at the stand, which I thought was very clever for event staffing agencies, to work both male and female consumers, but to my surprise I was approached by one of the girls and not the guy. I noticed right away that she was dressed impeccably, better than I dress for work, in this granite-black business suit, with a pencil skirt that reached below her knees. Her hair bun was perfect and she wore very little makeup, no jewellery, just a watch. She very politely asked me if she could steal a couple of minutes of my time and although I always say no to this question, her soothing voice and her shy smile made me say yes. She asked me if I was a techie and I said no, so she smiled again and said she wasn’t either, which is why she founds extremely useful to have a universal remote control for all the technology in the house.

She knew exactly where to hit, quickly appreciating the fact that if I wasn’t a tech buff, then I got to be a practical person, one that would like a quick solution to an annoyance. Because of that, I let her steal more than a couple of minutes from my time and she made the entire demonstration of how the remote could be programmed to work with the TV, the home cinema system, the AC, the central heating system, virtually everything that ran on electricity and could be remotely controlled. I could even program it to open the garage door. She was so professional in her demonstration, yet she kept making all these focused references to daily activities and everyday life that it was practically impossible to leave that stand not believing that you really need that remote. And the best part was that, even though I was totally engaged, the other two promoters didn’t jump on me, as it oftentimes happens, to try and group shanghai me into buying the remote. I realized then that this is how event staffing agencies have become such invaluable tools, at least the good ones, to brands and companies, by providing them with such professional and skilled staff.