Nearly two-thirds of U.S. consumers have a branded food product that they love, meaning that they've developed some kind of emotional bond to it, according a new study from Foodmix Marketing Communications. The survey found 12 attributes associated with brand love—three of which are functional, and the rest of which are personality characteristics like one-of-a-kind, creative and trustworthy. Read more...
One of the recurring complaints you would likely to hear from Demo Coordinators is how flakey are the Brand Ambassadors they have to deal with. In fact, if you ever experienced scheduling a few demos, you have probably endured a Brand Ambassador's last moment cancellation or "now show".
I would like to posit that the Brand Ambassadors' perceived lack of reliability is not caused by their mercurial personalities, but by the nature of their business and unavailability of appropriate time management tools.
Consider the fact that most Brand Ambassadors are independent contractors who try to earn their living selling their personal skills in small time increments. After all, most demos only last 3-4 hours. As such, the Brand Ambassadors need to market their services to Demo Coordinators, Brand Managers, etc. as well as delivering these services in stores and events. It is impossible to estimate how many hours a Brand Ambassador has to market their services to get a single demo for which she can earn $60-$100. This reality forces them to continuously work with multiple Demo Coordinators, conflicting times and constantly changing dates.
Demo scheduling is a very fluid process that requires a lot of flexibility from all participants, from Brand Managers to store personnel, product distributor, to Brand Ambassadors. However, the last link of this chain, the Brand Ambassador, is the least equipped to deal with the demands of flexibility. The byproduct of a flexibility is uncertainty. In the case of Brand Ambassadors it is the uncertainty of being paid for their efforts. If the changes to dates and times create a conflict with their commitment to other brands they work with, they are the only link in the demo chain who is not getting paid.
Consider the fact that most Brand Ambassadors use a phone, email, Google Calendar and spreadsheets to manage their business commitments and activities, and you will see a picture of a juggler, desperately trying to keep all the "balls" in the air. It is only a matter of time and gravity before some of these "balls", i.e. demo commitments, come down crashing to the floor and cause the last moment cancellations or "no show".
There are myriads of project/task/shift/etc management services available online today. However, all of them are designed for the owners of these business processes, who are in a position to control steps, tasks and communications. Not for the last link of the process chain, Brand Ambassador, who is on the receiving end of all that "flexibility". Besides, very few Demo Coordinators use such services because they do not offer enough specific help for the demo scheduling process, and are not a good fit for other demo management tasks.
Use of a right tool for intelligent scheduling and coordination of ever changing demo requirements can go a very long way to reduce the frustration and "flakiness" of Brand Ambassadors. Additional benefits include controlled communications and greater availability of their time to you because the use of such a tool reduces the uncertainty of Brand Ambassadors being paid for their time and efforts.