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Flexible hours a major draw for product ambassadors

Brand-standing

Two years ago, Lisa Layne was looking to earn some extra income. But as a new entrepreneur and the mother of two young children, Layne was looking for a part-time job with highly flexible hours.

SHARON ASCHAIEK -- Special to Sun Media
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Lisa Layne is one of about 3,500 brand ambassadors who work for InStore Focus, Canada's largest sampling and demonstration company.

She found what she was searching for as a brand ambassador--someone who works at supermarkets promoting new or existing products, performing product demonstrations and/or giving out samples.

About two to three weekday or weekend days per month, the Torontonian is stationed at a Real Canadian Superstore or Walmart in the GTA, and explains the features and benefits of products such as cereal, meat, air freshener, pizza and pastry.

Positive interaction


"I like the flexibility -- I can tailor my day and go to work in the evening if I'm doing a daytime demo," says Layne, 31, who is able to balance her shifts with her business, Youthbeatz, a Toronto-based children's dance school.


What Layne also enjoys about the job is the opportunity to interact with the public in a positive way.

"You get to meet different people every day. It's fulfilling making people happy -- everyone loves you! People follow you around the store," she says.

Layne is one of about 3,500 brand ambassadors who work for InStore Focus, Canada's largest sampling and demonstration company. Established in 1980 and handling more than 60% of annual sampling activity in Canada, the Mississauga-based company performs more than 100,000 demos and distributes about 20 million samples per year.

Ambassadors, or product specialists, promote brand name products such as Cheerios, Maxwell House coffee, Ritz crackers, Kraft Dinner and Oreos, and are typically able to convert one in four samples into a sale.

John Baird, president of InStore Focus, says the current compressed economy is leading more consumer products companies to spend less money on mass media marketing and more on his company's service.

"Our business is growing because there is more sampling activity. Companies are redirecting those marketing dollars back into stores, where they're getting a more immediate return on investment," Baird says. "It's all about trials, building brand awareness and increasing sales."

As a result, Baird says, InStore Focus has significantly ramped up its recruitment efforts to growing customer demand. Baird says the company is seeking to hire ambassadors who like people, have a love of cooking, are outgoing and communicative, and are persuasive.

Low-pressure


Those hired, he says, get to work as part of a dynamic team that represents multinational companies, and enjoy working in pleasant, safe and low-pressure environments. To learn more about how to join the InStore Focus team, visit www.instorefoc us.com.

Typically attracting students and empty nesters, the job, Baird says, features an income of $10 to $15 per hour (based on experience) and affords employees a convenient way to make extra money, and also, the chance to be among the first to try out new products.

"Brand ambassadors are excited about seeing all the new products -- they get to try them in advance, before anyone else does," Baird says.

For Maria Douglas, InStore Focus went from being a temporary part-time job to a full-time career.

In 1991, Douglas lost her job as a flight attendant when then charter airline WorldWays Canada went out of business. She took the opportunity to raise her three young children, but by the late 1990s, she was keen on re-entering the workforce.

"I was itching to do something, but not full time -- something that gave me flexibility. I still wanted to do things with my family, but I wanted to get out of the house, and make some extra cash," says Douglas, of Brampton.

Steady rise


A cousin turned her onto InStore Focus, where she was hired to join the brand ambassador team. Her first gig involved cooking hamburger helper in a skillet and giving out coupons for the product.

Douglas' strong drive and social nature enabled her to excel at the job, and fuelled her steady rise up the corporate ladder to her current role, Ontario regional manager, in which she oversees 14 area managers.

"This was an unexpected career switch for me, but I love it," Douglas says. "You're exposed to products and get to meet lots of people. It's great working with the public."

sharon@cocoamedia.ca



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