The 4 Staffers You Absolutely Need at Your Next Event
Staffing an event is just as critical as executing an event. In fact, some people might argue that it’s more important. The people you choose to staff your event will become the face of your brand — at least for a few hours — and how they interact with your audience will most likely inform customer opinions for years to come.
That’s why it’s unfortunate when organizers don’t pay enough attention to staffing. The long-standing sentiment is that as long as there’s not a gap in event coverage, you’ve covered your bases. But this couldn’t be further from the truth.
It’s just like any team: You need to find a synergy, and this synergy often develops when you combine different personality types. These are the four staffers you must have at your next event:
1. The extrovert: If it isn’t obvious already, your extrovert should be front and center and serve as the face of your brand. This is the person who brings the noise and gets people to take notice. She grabs your crowd — figuratively and literally. Without an extrovert, your prospects might very well walk right on by.
Fortunately, there’s no shortage of extroverts in this industry, so it’s rarely a difficult role to fill. But you should take great care in how you handle your extroverts. By redirecting their energies (which you’ll inevitably have to do from time to time), you can quickly turn extroverts into introverts if you’re not careful.
If you need to redirect an extrovert, my suggestion is to engage in a short chat. Then, just say, “Hey, we’re getting a little busy. Could you make sure we’re still bringing over people?” Wrap it up with a quick word of thanks.
You just fed your extrovert’s need for conversation — thereby keeping her happy — while also getting her to work in the capacity needed at that time.
2. The workhorse: Depending on the event, there’s often a bit of labor involved. This is where your workhorse comes in. He won’t make a lot of noise, nor will he seek out the limelight. But without him, you won’t get things done, and I’m talking about everything from stocking beverages to readying product samples.
You need a workhorse whenever you’re conducting an event involving samples. This is the person you’ll lean on throughout the show to handle the overall workflow. Without him, your prospects might walk away without sampling the goods, especially later in the day.
3. The team player: The team player is the person who is great at everything. A team player can step into almost any role. Much like extroverts, they’re chatty and outgoing, but they’re also helpful with logistics like workhorses. Better yet, they bring an added bonus: Others usually enjoy working with them.
And because team players can be chameleons and pick up the slack, they often make pretty good managers as well. Their interpersonal and communication skills garner both respect and admiration from other staff members — not to mention the fact that they can serve as great points of contact for your client.
4. The class clown: The class clown isn’t given nearly as much credit as she deserves. People often assume that she lacks responsibility. Although this is sometimes true, if you can find a reliable goofball, she will be key to getting you and the rest of your team through those long days.
As far as duties go, I wouldn’t ask a class clown to talk about your brand. I also wouldn’t ask her to fill the coolers or make everything look perfect. I rely on this staffer to make the other personality types shine — mostly through positivity — and to fill in as needed.
As long as you make her responsibilities clear and laugh at her jokes, the class clown will do whatever you need her to do.
In all honesty, staffing is an art. But you can start on the right path by adding at least one of each personality type. At my company, we maintain a database. It’s the one location devoted solely to notes on staff personalities — along with industry knowledge, of course. At every show, our event managers observe staffers to see which ones best exemplify these four traits. Their observations are then used to pull in people for an event whenever it’s lacking a given personality type.
Use this process, and your next event will go off without a hitch. Trust me.
Anthony Russo has been a self-employed business owner for more than five years, and his seven-figure agency, Identity Marketing, is recognized among the top companies in the field of experiential promotional marketing. Russo is also a professional speaker and an emcee for large national events.