At an exhibition, promotional staff and ushers both interact with visitors, but their purposes differ. Understanding this helps divide the work without expecting one role to cover every need.
Promotional staff focus on products
Sales Promotion Girls (SPG) and Sales Promotion Boys (SPB) support brand promotions. Their tasks may include introducing products, distributing brochures, assisting with sampling, or sharing basic information with visitors. Specify the scope in your brief, since each activity calls for a different approach.
For products with technical specifications, prepare product knowledge materials. Decide what talent may explain and when questions should go to the product team. Do not assume talent know the specifications from a product name alone.
Ushers focus on the guest experience
Ushers welcome and guide guests. At a seminar, this may include registration, showing guests to the event room, or directing them to their seats. At a corporate gathering, their duties may include greeting guests and sharing the agenda.
An usher brief should explain arrival flow, assigned areas, frequently asked questions, and who to contact for matters beyond their authority. Clearly share any room or schedule changes too.
Compare by responsibility
| Aspect | Promotional staff | Usher |
|---|---|---|
| Main focus | Product information and promotion | Guest reception and guidance |
| Briefing materials | Product, campaign, and engagement flow | Schedule, venue areas, and guest arrival flow |
| Example placements | Booth and activation areas | Registration and entrance |
When do you need both?
An exhibition with a booth and presentations may need both roles. Promotional staff handle product engagement, while ushers guide session attendees. This division keeps product conversations going when guests need directions.
If staffing is limited, map peak hours and task priorities. Share any combined duties you are considering and discuss whether they are practical for the venue.
What should I send to the agency?
Start with the event type, date, location, working hours, and estimated attendance. Explain the goal of each role, team size, dress code, language requirements, and the on-site coordinator. Include product materials or a schedule if available.
Avoid a brief that only says “need two people for an event.” More detail helps determine whether your needs are closer to Promotional staff for brand promotion, ushers & hospitality, atau gabungan beberapa peran.
Start with the role, then decide how many people.
List the tasks required at each event location. This will make it easier to discuss staffing clearly.
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