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Guide · Promotional models

What do promotional models do? The role and what drives the cost.

What promotional models do in store and at events, the factors that decide the cost of a booking, and how to select and brief a team fairly.

6 min read7 steps5 checks
Promotional staff in a Budweiser cap beside a spin to win game in a Sainsbury's store
Write the selection brief around the role, not the look. It's fairer and it gets better results.The one thing to remember

Start here

Seven steps to the right team.

From what a promotional model is to looking after a team on shift. Follow the line; tap any point to read it.

Mixed promotional team in matching white Stella Artois uniforms
01Step 1 of 7
Two promotional staff in Stella Artois uniforms at a brand event

What a promotional model is

A promotional model is booked to draw people to a product and start the conversation.

  • Know the product
  • Explain the offer
  • Run demonstrations
  • Capture interest
02Step 2 of 7
Mixed promotional team at the HqO app launch for Bruntwood

Chosen for skills, not looks

Terms like "promo girls" and "grid girls" are increasingly seen as dated, and many brands have moved to mixed teams chosen for how well they engage people.

  • Experience
  • Product knowledge
  • Availability
  • Confidence
Key pointWrite the selection brief around the role, not the look. It's fairer and it gets better results.
03Step 3 of 7
Promotional staff showing a new product to shoppers in a toy store

What promotional models do in store

Retailers set the rules on the shop floor, so in-store work also means signing in, working within the agreed space and following store staff's instructions.

  • Draw attention
  • Start conversations
  • Demonstrate
  • Hand out vouchers
  • Capture details
  • Report back
04Step 4 of 7
Equinox Kombucha promotional staff on their stand at the Great Yorkshire Show

Where else they are booked

Beyond stores, promotional models work at product launches, motor and lifestyle shows, exhibitions, awards evenings, sports events and bar promotions.

  • Product launches
  • Motor and lifestyle shows
  • Exhibitions
  • Awards evenings
  • Sports events
  • Bar promotions
05Step 5 of 7
Promotional staff beside Kinder and Ferrero festive displays in store

What drives the cost of hiring promotional models

There is no single price, because every booking is built from the same set of factors.

  • Hours
  • Headcount
  • Days and locations
  • Skills and checks
  • Distance
  • Briefing and training
  • Notice
Key pointThe quickest way to manage cost is to put people where and when stores are at their peak, rather than cutting the briefing.
06Step 6 of 7
Two promotional staff at the Dress to Impress in-store activation

Selecting and briefing a team

Tell your agency what the role involves: the setting, the product, the audience, the hours on your feet and any experience that would help.

07Step 7 of 7
Two promotional staff in Stella Artois uniforms behind a bar

Respect and welfare on shift

Long hours standing in a busy space are tiring, so plan proper breaks, somewhere to rest and access to water.

  • Proper breaks
  • Somewhere to rest
  • Water
  • Practical uniform
  • Named manager

Checklist

Before the booking.

Ready to book.

Promotional staff beside a Corona Cero spin to win game in store

At a glance

The booking in five stages.

Each stage of hiring promotional models, what it aims for and one tip.

StageAimTip
Brief the roleSelection on role requirementsSkills, not looks
Plan the costHours and people where shoppers areAsk for an itemised quote
PrepareConfident with the productWalk through the brief
CheckStore rules and drinks promotions agreedAgree it before the event
Look afterBreaks, uniform, supportA named manager for every shift

Common questions

Promotional model questions.

Can we ask for only female or only male promotional models?

In most promotional roles, no, and it rarely helps. Choose staff on what the role requires: the best person for the role is the one who engages people well.

What is the difference between a promotional model and a brand ambassador?

The two overlap. Promotional models are booked mainly for presence and drawing attention; brand ambassadors for in-depth conversations about the product. Many campaigns use people who do both.

Do promotional models need retail experience?

It helps for in-store work, because store routines, sign-in and working around shoppers come naturally. Include it in your brief if it matters to you, along with any product category experience.

How far ahead should we book?

As early as your store dates are confirmed. Multi-store and peak-season bookings benefit most from notice, which leaves time to select the right people and train them on the product.

Two promotional staff with a Levi's cart at a London retail activation

Further reading

What are promotional staff? A guide for marketers

All the roles under "promotional staff" and how booking a team works, from brief to report.

Read the guide →

Planning an in-store campaign?

Confident teams, selected for the role.

We select promotional models on experience and fit for your product, brief them in writing, offer product training and manage every shift live, with right to work checks, insurance and PAYE handled in-house. See our promotional models page for how we work.

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