As we approach the end of the year and reflect back on 2011, there is one central theme in the world of experiential that we can take from this year: Promotional staff are the complete face of the brand and are ambassadors in every sense of the word.

Last month I went to the UK wine show, where many British wine growers (both established and new) were showcasing their products.

The show reminded me how important staff are to the brand, as they are the face of the company. With so many stands at the show and limited time to interact with the consumer, first impressions were vital. It’s the same with any kind of brand experience.

Some of the stands at the show had brilliant staff. They were enthusiastic and informative about the wines we were tasting, which left me feeling highly positive (if a teeny bit merry) and wanting to buy their products and visit them online.  In short, I was converted to the brands that left me with a great experience.

However, at the other end of the spectrum, on one of the stands, a staff member was uncommunicative, miserable and bored! It really made me frustrated to see that this ‘brand ambassador’ really could not be bothered to help us and was not representing or portraying the brand in a positive light. Needless to say, the experience did not leave me wanting to buy any products from them.

It just highlights how promotional staff can make or break an experiential experience.

This negative feeling I had at this particular stand was rather different to the positive feedback I had heard from consumers who had seen one of our very successful campaigns by Weight Watchers at the Glades, Bromley: “The staff on the stand were very informative on the new programme and now I really want to join up.”

Now that’s the kind of response that brand experiences should elicit! It all rests with the staff.

With it being December, you could say that it’s easier for staff to feel positive and more motivated, but this is something that needs to be carried through into the new year and beyond.

Particularly in the current economic climate, it’s essential that brand ambassadors’ morale remains high, as they portray that feeling towards customers. Staff are essential to how a brand is perceived.

So – resolutions for 2012: make sure your staff continue to deliver the key brand messages, that they are professional and have a high level of customer interaction. Enthusiasm is also a must, as this really does leave a lasting impression on consumers.

Have a very merry Christmas and a happy 2012!