Promoter Job Description
Promoters help a company advertise its products through marketing campaigns and in-person demonstrations at different types of industry events. They often work for retailers or marketing and advertising firms that assign them to handle a specific product or line of products, such as cookware, furniture, gadgets, or food. Much of their work requires traveling to venues to give presentations and sell products, and both part-time and full-time positions are common. Rather than requiring a formal education, employers mostly look for high school graduates willing to learn about the company’s products and develop techniques for promotion and customer service.
Promoter Duties and Responsibilities
No two promoters are exactly alike, as specific skills vary from employer to employer. However, after analyzing online job postings, we identified several core duties and responsibilities common to the job:
Set Up and Maintain Demonstration Area
Visiting events such as trade shows, festivals, and conventions, promoters set up a table, stand, or booth where they display the company’s products and related advertisements and brochures. They also keep the demonstration area clean and well stocked with product samples and literature throughout the event.
Distribute Advertisements, Promotions, and Samples
Promoters give out samples, promotional offers, and literature about the company and its products to visitors at events. They may also create their own advertisements, make promotional posts on social media websites, and visit prospective customers one-on-one to give them product samples or flyers.
Give Product Demonstrations
They give live demonstrations to show customers how to use the company’s products and how they can benefit from purchasing them. They also handle questions during and after demonstrations to address customer concerns.
Sell Products to Customers
Whether visiting customers directly or promoting products at events, promoters act as both salespeople and cashiers to persuade customers to make a purchase and handle the transaction. They record transactions and inventory levels and process customers’ payments, including giving them change.
Report Findings from Demonstrations
Recording customers’ reactions and comments during demonstrations and conversations gives promoters an idea of how customers feel about their company’s products. They also create reports documenting customers’ interest levels and how many samples and promotional materials they distribute at each event.
Promoter Skills and Qualifications
Promoters need an outgoing and friendly personality and the ability to persuade customers to make a purchase. Employers look for people with a high school education and prefer around one year of sales or marketing experience. They also look for candidates with the following skills:
- Selling and marketing – promoters must build trust with buyers, have knowledge of the products they sell, make effective advertisements and promotions, and use successful sales pitches
- Customer service – answering customers’ questions, processing their transactions, and making a good impression of the company require customer-service-oriented individuals
- Presentation skills – they need strong presentation skills to connect to customers during demonstrations, get product information across, and set up the presentation area to attract customers
- Interpersonal skills – gracefully handling rejection, showing persistence and patience with customers, and successfully persuading customers all require strong interpersonal skills
- Communication skills – good speaking and writing skills help promoters give clear presentations and write detailed reports of customers’ reactions
Tools of the Trade
Promoters use these tools on the job:
- Social media websites (Facebook, Instagram, Twitter)
- Office software (Microsoft Excel, Microsoft PowerPoint, Microsoft Word)
Promoter Education and Training
Promoters only need a high school education to get started and can expect short-term training from their employer. Experienced promoters and supervisors usually teach promoters to use basic sales and marketing strategies, educate them about product lines, and help prepare them for product demonstrations. Having a bachelor’s degree in marketing can help promoters advance to other sales and marketing roles. Students in marketing programs learn about promotion, marketing management, consumer behavior, finance, and other business topics.
Promoter Salary and Outlook
According to the Bureau of Labor Statistics (BLS), product promoters and demonstrators make a median salary of about $27,000 a year. The 10th percentile of promoters receive around $19,800, and promoters earning the most receive more than $43,300 a year. Whether working part time or full time, their pay may consist of a set hourly rate, commission on products sold, or a combination of both. Promoters may also receive benefits such as insurance, retirement plans, and paid time off, especially if they’re full-time employees.
The BLS expects an increase of 6,200 promoter jobs through 2026. This growth is at a 7 percent rate that matches the average growth expected across all occupations. Having sales and marketing experience and familiarity with specific products or industries can help promoters stand out on the job market.
If working as a promoter sounds right for you, review these resources to learn more about the career:
American Marketing Association – promoters can benefit from the AMA’s selection of events, training, and documents about advertising, customer engagement, promotion, branding, and internet marketing. Members also gain access to live webcasts, templates to use for marketing campaigns, certification programs, and career resources
Presentation Skills 201: How to Take It to the Next Level as a Confident, Engaging Presenter – having worked for over two decades as a presentation skills coach, author William R. Steele offers readers 95 tips for giving effective presentations. Topics include planning the talk, creating visuals, getting practice, and using persuasive language to deliver your ideas
Internet Marketing Association – the IMA has a network of over a million marketing professionals and offers certification programs, local groups and events, and industry resources to promoters who advertise online
Sell with a Story: How to Capture Attention, Build Trust, and Close the Sale – Paul Smith’s guide shows promoters how to use storytelling to gain customers’ interest in products and persuade them to close the sale. He focuses on making presentations interesting and relating products to customers personally
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