What is Promotional Modeling?

Not too long ago, I did a gig as a promo model for a local sporting event. Since promo modeling is not something I usually do anymore, I wanted to post about it as not many models know a lot about it or what it involves.

First of all, what exactly is a promotional model?

If you've ever attended a launch party, trade show, concert, convention, sporting event, etc., you’ve most likely chatted with at least one promo model and may not have even realized it. Promo models are very similar to brand ambassadors and are hired to represent a brand, product, or service at events. Their main job is to mix and mingle with potential customers to help sell/advertise products. Sometimes they are hired just to be attractive and outgoing event or party attendees.

While models are usually booked for promotional jobs by their agencies and aren’t directly employed by the brand or company they’re promoting during that event, they must be prepared to answer general questions about the company or product. The responsibilities of the models depend on the particular marketing angle the brand is going for and the type of event they’re working at. Typically, models are tasked with creating brand/product awareness by taking photos with event attendees, providing basic brand/product information when asked, passing out marketing materials, and assisting with games or activities to attract potential customers. Promo models may also be used for TV appearances or interviews with celebrities or athletes at film or sports events.

As stated above, many different types of events use promo models. Some are corporate events, while others are more of a party atmosphere, so what is required of you in terms of attire and your role can be vastly different. Sometimes, the client will require their models to wear bikinis, a costume, or even body paint, while other events may require you to wear slacks and a blouse. As with any other modeling job, if your agent sends you a request where the client requires you to wear something you’re not comfortable in, you have every right to turn that job down. Working with your agent to set those boundaries to ensure you’re not put in a position where you feel uncomfortable is so important. You must also stick to your boundaries at the event if you’re asked to do something outside of your agreed-upon role or something you’re not comfortable with.

Like traditional modeling, promo modeling isn’t for everyone. While there aren’t usually any height or size requirements to be considered for promo modeling, you do have to be outgoing and not afraid to engage with random people and talk about the company or brand you’re representing. The days can also be very long, and you’re on your feet and engaging with people the entire time, so it can be pretty exhausting. They can also be a lot of fun and seem like really easy money, especially if all you’re asked to do is attend an event and have fun!

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