Plan the work
What to confirm before deployment
Choose the shopper task before choosing the team
A promoter brief should identify the action you want to support: explain a new product, demonstrate its use, invite a trial or answer purchase questions. That decision shapes language requirements, product training and the time needed with each shopper. Shelf replenishment is a different task; include merchandising support separately when the campaign needs both.
Build a shift that can actually run in store
List each outlet, activation date, working hours, break arrangements and store contact. Confirm permission for the activation area, uniform, display and equipment before deployment. OSAM reviews the staffing requirement against the agreed schedule. A change to hours, location or language needs should be reviewed before the next shift rather than left for the promoter to resolve on arrival.
Give promoters usable product instructions
Provide approved product benefits, prices, promotional mechanics and answers to common questions. Include demonstration steps, sample quantities where relevant, and a contact for questions the promoter cannot answer. For food sampling, agree preparation, storage, cleaning and leftover-stock responsibilities as part of the brief. Training should make the permitted message and the escalation route clear.
Agree what the campaign report will measure
Define attendance, shopper interactions, demonstrations, trials and sales as separate measures. Decide who records each figure and how it will be checked; a conversation is not automatically a sale. Depending on scope, the report can bring together shift evidence, activity photos, stock constraints and recurring shopper questions so your team can adjust the next activation.
