Here's the Secret About Promoters Jobs in South Africa

Dec 12

Do you have a product launch or conference where you need to promote your brand? Have you heard about promotions jobs and want to know more? Or have you ever wondered who those people are promoting a brand?

We'll let you in on a secret: they're brand promoters.

If you've never heard of them before, you're missing out. They're the secret ingredient missing from your promotions. Whether you need a brand ambassador or a promotional job for a day, we've got you covered.

However, there remains a lot of confusion over exactly what promoter jobs are. That's why we've put together this handy article to explain all the key questions.

Let's get started!

What is a promotions job?

A promotions job is a position in the field of promotional marketing. That's all about the strategies and techniques used to communicate your product to the audience.

Before you ask: what's the difference between marketing and promotion?

That's really simple:

Marketing is how you bring your product to the consumer. Here, you identify consumer needs and analyse your competitors. Then, you'll devise a campaign to market your product to your audience.
Promotion is a subset of marketing. It's the method by which you present and communicate your product to your consumers.

Here's a quick example:

Analysing the right price point to sell your product = marketing.
Developing a stall with a brand promoter for a conference = promotion.

What do promotions teams do?

Now, we've covered the basic definitions; what can you expect from a promotions team?

Well, if you're attending an event – big or small – a promotions team will be there to answer any customer questions. They'll advertise the product or services of a business directly to the public. Food products will be offered as a taster, or non-edible products will be available to test. Before the event, the promotions team will screen and then brief on the brand activation. So, they'll know your product inside-out.

Here are a few examples of what promotions teams do:

Expos and exhibitions. Here, the promotion's job is to inform and engage the attendees. The result: increased interest and awareness of your brand.
Nightlife brand ambassadors. For a red-carpet event, you want your brand to stand out. This isn't a promotions job for an amateur. You want a smart, well-dressed professional to show off your brand in style.
Experiential brand ambassadors. Want to engage your customers? That's the promotional job of an experiential brand ambassador. They run fun activities that spread the word about your product.
In-store brand ambassadors. Here, brand ambassadors offer free samples to customers. They'll discuss what makes the product different and will subtly push for further sales. A fantastic way to launch a new product.

What are the four types of promotion?

Everyone knows the 4 Ps of marketing: product, price, place, and promotion. But promotion also has four key types: advertising, public relations, direct marketing, and sales promotion.

Let's explore each one:

Advertising. That's any paid communication aiming to sell a product or service. The goal of an ad is to inform and persuade any potential customers. However, there is no interaction between the brand and the customer – it's all one-way.

Public relations. It involves all press releases, product publicity statements, and other corporate matters. The primary purpose of public relations is to manage the company and brand image. Often that means mitigating negative stories and helping to build overall brand awareness.

Direct marketing. Here, the company markets directly to the consumer. That could be via direct mail, catalogue marketing, telemarketing, or even face-to-face selling. If you're cutting out the middleman, that's direct marketing.

Sales promotion. Any promotions jobs revolve around sales promotion. This includes big events, in-store launches, trade shows, and more. It's the perfect way to interact with the public and create a buzz around your brand. Plus, many brands have even filmed their sales promotions and gone viral with the clips. There are endless possibilities.

What skills and qualifications do promoters need?

Promotions jobs rely on the skills of the brand ambassador. They need the charisma and knowledge to promote your brand to the public. They need to create hype.

So, what skills do we look for in our staff?

Product knowledge. Top of the list is being able to develop comprehensive product knowledge rapidly. They'll then need to communicate that effectively and answer any relevant questions. It's all about anticipating the customer's wants and desires – with the knowledge always ready.
Customer service. Whether our brand promoters are on the red carpet or in a local store, we prioritise excellent customer service. That means impeccable communication skills – listening to the customer's question and providing an informative and satisfactory answer. They should also be able to build a relationship with the customer, so they'll remain loyal to the brand.
Smart, professional appearance. Our brand ambassadors don't just sell your brand; they are your brand. That's why we only select people with a professional and engaging appearance. After all, the last thing you want is a moody teen for your promotional job.
Prior experience. We want to see past results. While we're always open to giving talent a chance, previous sales experience is a major plus.

How do you start a promoter job in South Africa?

Whether you want a promotions job in Johannesburg or a promoter job in Cape Town, it's all about experience and knowledge. Think about it like this: if you can't sell yourself for a promotions job, how can you sell a product?

That's why it's critical to get a range of experience in marketing, sales, or customer service. It can then springboard you into a promotions job in Johannesburg, Pretoria, or beyond.