Where The Staff Are The Stars

Linda Dela Cruz
Wednesday - March 24, 2010
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Charmaine Williams (seated, front left) with her staff

Good-looking talent can liven up a show so it is a bit more interesting, and pretty models at conventions are a great way to attract attention to products.

Charmaine Williams, owner of Star Event Staff, provides models to promote products for booths, in-store demonstrations and street team marketing. The company has promoted a variety of products, ranging from food to motor oil to alcohol.

“Our models are well-versed in the product,” says Williams. “They’re not just cute. We specialize in getting your brand out there at the right time.”

Her models are even able to answer some customers’ questions, as they learn the highlights of the products through informational handouts. The models pass out business brochures, input orders and collect customer information for follow-ups.

With her pool of 150 men and women, she also can provide models with bartending and food server experience, and she books emcees as well as live entertainment.

In addition to dispatching models, Williams can create a marketing idea to promote your business. For example, a bank contacted Star Event Staff to help think of ways to get the word out about its new tagline. The Star Event Staff models were posted at several high-traffic locations, where they gave out coffee sleeves with the new tagline printed on them. The sleeves could be presented to the nearby shop for a free cup of coffee.

After each promotion, she provides a recap report. For Love’s Bakery vice president Byron Chong, his report includes customer feedback on products.

“We ask their demonstrators to take a count of the beginning and ending inventory of our competition, so we know what kind of movement they have as well as being able to compare our own sales,” says Chong. “It gives us a good opportunity to judge how much has been converted over from our competitor. We can also judge the particular sales on the street versus how it does in another area of the street.”

To give back to the community, Star Event Staff recently spearheaded a clothing drive and fundraiser to benefit the Institute for Human Services.

Williams had worked as an event model herself, promoting other people’s products, and she learned enough trade secrets of what happens behind the scenes to start her company in 2004 in Arizona. She has since opened up offices in California, Nevada, Hawaii and most recently in New York.

The McCully resident says when she just started her business, she had to learn very quickly how to maintain her friendship while gaining the respect of her staff, who had been her peers.

“I treat people with respect,” she explains. “To get respect, give respect. For tough issues, I learned not to make snap decisions. I sit back and think it over rather than reacting with emotion only. After I’ve thought about it, I handle it in a respectful way. The company would be nothing without my staff.”

She still works some of the promotional jobs.

“Working on the promotion with my staff helps keep it fresh,” says Williams, who hopes to have a presence in every big metropolitan city. It’s hard work, and I love it. I believe in it, and it’s my passion. I love helping clients get their brand out there.”

Star Event Staff is located at 1936 S. King St., Suite 201. For more information, call 548-8844 or log on to www.StarEventStaff.com

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