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Writer's pictureOnna H.

How To Move Up In The Promo World

Updated: Apr 2, 2021


HOW TO MOVE UP IN THE PROMO WORLD: We all love the industry but there are some of us who want to move up and are at a loss on how to do so. No worries, your Staffer Bestie is here to help. As you know, the pandemic has provided its challenges across the board and now that the world has been implementing solutions, events are kicking back up. Those who have done a few sessions with me know that I always encourage great performing team members to move up in the promo industry. No matter what level you're at, there's still room to level up.


There is more to moving up in the industry than just being an event manager. That’s the perk of the industry. You can move up and down the ladder or even side to side.. You could even level up to upper management working for the event company or the brand directly in a 9 to 5. Being an event manager is not the ceiling.


Here are roles you may be familiar with: Brand Ambassador, Product Specialist, Mascot/Character Costumes, Mascot Handler, Demo Specialist, Team Lead, Event Manager, Set Up & Tear Down Team Member, Tour Brand Ambassador, Tour Manager, Ride & Drive / Right Seater Brand Ambassador, Emcee, Spokesman, and DJ, to throw together a good list.


Here are roles it seems that many haven't thought to consider that are 9 to 5 jobs with benefits within companies needing employees with your hands-on skills:

Influencer

Social Media Manager

Graphic Designer

Event Director

Venue Coordinator

Production Crew

Virtual Productions

Recruiter

Staffer

Event Planner

Human Resources

Accounts Manager

CEO of an existing promo company or your own


Above all, you must figure out what you want and what role you want the industry to play within you reaching your goals. Nonetheless, in this blog, I will focus on moving up in the promo industry. Keep in mind, that those who know how to network may be able to maneuver up the ladder, skip different levels and land in a position higher up than where they originally leaped from. For example, I started out as a brand ambassador, but because of my background in HR, I became a staffer. Most of my event management experience came after I became a Staffer. You have to know how to sell yourself and then back up your quality of work. All in all, use your work skillset in combination with your promo skillset to gain an upper hand. It's time to revamp your resume and how it represents what you bring to the table. So let's get into it.


IF YOU ARE A BRAND AMBASSADOR/PRODUCT SPECIALIST...

First, you want to make sure the company sees you as a great performer. The event managers you work with should be able to vouch for you and your staffer should have a good rapport with you. But beware, unfortunately, when brand ambassadors start seeking to move up the ranks, SOME event managers may now start looking at you as competition. Some event managers may look at your promotion as less work that'll be available for them. Nonetheless, don’t let that discourage you. If they are a great manager, then they shouldn’t be worried about where they stand with the companies they work for. Either way, it goes, that's not your problem. However, the rapport you’ve built with the company will make it easier to bypass obstacles like that.

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My suggestion to you is to start emailing different companies expressing your desire to move up the ranks. Waiting for companies to offer you new opportunities up in rank isn’t the best approach. Most times when a company needs a manager for an event, they pull from their roster of managers they've built a history of booking with which prevents them from having to post or email about needing an event manager to the masses. Your objective is to be included in those notifications. Therefore, when you send your email expressing interest, include an updated promo resume and professional resume along with a good headshot, a few event photos and in your message sell them on how you would make a good team lead or event manager or whatever role you’re going for. Yet, above all, make sure you are emailing the proper personnel that handles booking event managers and such.

Many brand ambassadors have a niche of events that they work. For example, some brand ambassadors only work auto shows, or mainly do demos or liquor promos. What the pandemic has shown us is that some have had to come out of their niches and work whatever they could get in the meantime. It’s time to ante up and find ways to continue to diversify your work assignments and these kinds of brand ambassadors I would recommend moving up the ranks too.



IF YOU ARE AN EVENT MANAGER...

Great event managers are hard to come by. To be a great manager isn’t just being looked highly at by the companies they’re booked by, but they are ALSO looked highly upon by the team members they are assigned to manage on each event. As a successful event manager, you are looked at as a person who can handle complex circumstances and this makes you an asset. You have the leverage to move up in different ways:


You could offer to train new managers (for a special rate).

You could start touring if you haven’t already. You could become a staffer.

You could become a recruiter.

You could become an event planner for promos. You could even switch career directions and transition from the promo world back into the corporate world because you have experience in managing teams, liaison with clients, running events, etc.


My suggestion to you is going to be a little different than what I suggested above to the brand ambassadors. You should already have a great rapport with companies. What you need to know is who can you talk to about opportunities within the company you desire to work more closely with. Once you have that answer, send them a message expressing you would like to schedule a talk with them about your desire to do more in the company. Your aim is to see which companies actually have opportunities that interest you in your goal. But beware, some companies may think you will begin to become unavailable soon since your inquiring about opportunities that would eventually make you become unavailable if it's not with you. Some don’t take into account that you’re simply exploring at the moment, not that you’ve made a decision to take an opportunity. So be sure to gauge the conversation as you’re having it. Be sure to be clear that if you were to become less available, that you would give them a head’s up respectfully. Assure them that you reached out to them because you want to move up with them or at least ask about opportunities without assuming their company has none for you.

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IF YOU ARE A STAFFER...

Awesome Staffers are unicorns. One of a kind. A rare gem. But sometimes, the pressure can be a bit much when the company you for has begun to normalize your greatness. Or sometimes, you want to switch directions. Or you may want to get back out in the field again. No matter the reason, there is hope for you, too.

1.) Consider switching departments. I always say, learn everything you can learn about what everybody does in the event company you work for. Help and uptrain yourself in other personnel duties that make logical and strategic sense for you. Just make sure that all this learning you’re taking upon yourself to do isn’t messing up your performance as a staffer. Because believe me this comes in handy when you finally decide that switching departments is a good move for you. All of your independent learning makes it easier to transition you into the role because there is less to train you on and more that you would already understand going in.

2.) Consider switching event companies. If your company’s environment or mission is going in a different direction that doesn’t serve you anymore, look at becoming a staffer for another company. First, check if you signed any non-competes, any non-disclosure agreements, etc. If you do, try expressing your concerns to your supervisor and give them a head‘s up that you see the company is heading in a direction that you feel wouldn’t serve your career goals as a staffer. However, beware, depending on your higher up-s and conversations you’re not priviest to, the support you’re looking for may not be as supportive or smooth as you have hope. But at least you know now instead of after you’ve put them down as a reference. Either way, it goes, this is a tough matter to navigate and everyone’s situation will be different. My suggestion is to prepare yourself financially, have a meantime plan and be smart while you shop around.

3.) Consider going into business for yourself. This is a road less traveled because it will require some true skill but it can be done. There are plenty of groups across many social media platforms to give you tons of insight about how to accomplish your goals as an independent staffer. This is what I did personally when I first became independent and then I saw fit to transition into planning marketing events for brands. In turn, this allowed me to blog about the industry. But you must be bold, highly strategic and love what you do. Build your team of supporters, CPA, lawyer, etc. then find clients and so forth.

4.) Consider switching industries. As a staffer, you work in the corporate office of the company. Don’t slight yourself. However, many professionals may not be aware of the promo world so you may find yourself having to explain in your interviews what the promo world is and what you did, be prepared for that. I have a friend who started out as a brand ambassador, moved up to touring and being an event manager, then was hired to be an event planner and then landed a job with a well-known charity organization heading off disaster response events across the nation. All the skills she acquired through the promo world, she now uses in the corporate world. I have asked her for an interview, cross your fingers that she’ll be able to squeeze some time in so I can share it with you guys.

IN CONCLUSION, I hope this helps get the wheels turning about your future. As you will see if you haven’t already, the bottom floor is getting flooded. It’s time to move up.

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