A Promotional Model is a person hired to drive consumer demand for a product, service, brand, or concept by directly interacting with consumers. A promotional model can be female or male, and typically is attractive in physical appearance, and not only provides information to the consumer about the product or service, but makes it appealing to them in some way, enabling the consumer to identify with the product, service, or the company that offers it. While the length of interaction with the consumer may be short, the promotional model delivers a live experience that reflects on the product or service he or she is representing.
Even though this form of marketing touches fewer consumers per dollar spent than traditional advertising media (such as print, radio, and television) the consumer's perception of a brand, product, service, or company, is often more profoundly affected by a live person-to-person experience. The influence of this type of marketing campaign on consumer's purchasing habits tends to be more enduring as well. Promotional models often interact with many people per unit time so as to maximize quantitative influence on consumer demand. The responsibilities of the promotional model depend on the particular marketing campaign she or he is carrying out, and typically include but are not limited to the following: Marketing campaigns that make use of Promotional Models may take place in stores or malls, at tradeshows, special events, clubs, or even at outdoor public spaces. They are often planned at high traffic locations to reach as many consumers as possible, or at venues at which a particular type of target consumer is expected to be present.
increasing product awareness
creating an association in the consumer's mind between the product or brand and a particular idea (natural beauty, classic heritage, edgy sex appeal, reliability)
providing product information
handing items to consumers, such as a sample of the product itself, a small gift, or printed information
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