"Continuous training is critical when it comes to promoters staying on top of their game, remaining involved, interested and motivated", says Michelle Combrinck, CEO of Zinto Marketing Group.
“The profile of an average promoter includes mostly young part-time employees who have no training in the finer aspects of brand promotion. However, confidence levels rise when promoters interact with consumers, they acquire better verbal and communicative skills, understand consumer purchase and consumption behaviour, therefore becoming invaluable to the promotions company.”
Combrinck continues, "Unfortunately, many casual promoters are unreliable and lack loyalty and are offered no benefits or long-term incentives.
“Similarly, some companies may not invest enough time in developing promoters. In order for a promoter to see themselves as a proud brand ambassador, professional support is needed that engages them in the intrinsics of the brand they are representing. It is also important to address issues such as appearance, confidence, handling difficult queries and what to do when something goes wrong in-store.”
Through the academy, Combrinck and her team aim to provide valuable information on promotional activity for free to the public. The goal is two-fold; to give students a general grounding in sales and marketing and to educate them in the essentials of promotional activity.
Various modules include marketing, sales, promotions and advertising. The practical experience offered includes sessions on consumer purchase, consumption behaviour, grooming, dress code and conduct.
In addition, Zinto has created the Zinto Promoter Incentive Scheme, which will employ any promoter who has completed the course successfully as often as possible and with the potential to earn bonuses based on their performances will undoubtedly help to retain the talent pool and change the perception of this job opportunity.
"A good promoter is one that engages consumers, moves product and gives an edge to the brands they represent" concludes Combrinck.
For more information go to www.zinto.co.za.
