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Demonstration, Product Sales, and Modeling Careers, Jobs and Training Information

Demonstration, Product Sales, and Modeling Career and Job Highlights

  • Job availability for demonstrators and product promoters is likely to be plentiful, however competition for modeling jobs may be more intense.
  • Most of these are part-time jobs or positions with irregular work schedules, and many demand regular travel.
  • Opportunities for education and professional training may be scarce.

Demonstration, Product Sales, and Modeling Career Overview

Demonstrators, models, and product promoters, all promote various goods in order to generate interest on the part of consumers. The goods promoted encompass a wide rage of items from household and food goods, to products of clothing and cosmetics. The information provided aids consumers in making a more informed decision as to which of the many products and services would best fit their needs.

Typically, demonstrators and product promoters generate consumers interest for a manufactured good by giving a demonstration. During the demonstration they promote the products capabilities, and follow up by responding to any questions or concerns consumers may have about the product. This may result in an immediate sale of the good to the consumer, or in the acquisition of names of potential customers (so that contact may be made at a later date). The principle role of a demonstrator is to push the merchandise directly to the consumer, whereas product promoters tend to work with retail stores to press the sale of specific products and ensure they are being promoted proficiently. However, both demonstrators and products promoters use product demonstrations to either encourage the sale of older merchandise or to present consumers with new goods or services. This technique is effective in that it allows consumers and promoters to interact on a more personal basis.

Demonstrators and product promoters may work to promote products as basic as a mop, or as complex as a computer software program. In order to encourage the sale of such goods contests may be organized with prize give-aways, or free samples of the product may be offered. Often times various methods of advertising, such as advertisement by mail, are also used. It is important for promoters and demonstrators to be able to quickly recognize potential consumers and present a product in a way that uniquely appeals to them. Furthermore, promoters and demonstrators inform consumers about the products distinctive features and portray the benefits of these features through a well conducted demonstration aimed at establishing confidence between the consumer and the product’s manufacturer. Another task may include the distribution of information in the form of flyers and pamphlets, or applications. While in some cases demonstrations are designed to obtain immediate sales, other times demonstrations chief goal is to simply increase familiarity of the product or brand, in order to promote sales in the future.

Promotion locations include, but are not limited to, malls, shopping centers, grocery stores, trade shows and fairs. The site for each specific demonstration is typically determined by the type of product as well as the spectators that are typically present in that sort of setting. Frequently, in areas of large crowds, a collection of demonstrators will assemble and work together to more effectively promote their product. Promoters may also choose to broadcast demonstrations of their goods in the form of “infomercials” or through other types of media.

Product promoters and demonstrators allot a certain amount of time to the preparation of future presentations. During this preparation time, they not only create new demonstration outlines, but they may also make changes to their current presentations in order to keep them up to date or to appeal to a specific audience. After the presentation is over, time is then spent examining the results and making further changes to increase the presentations effectiveness. When all is completed, demonstrators and product promoters may also be required to participate in the disassembly and transportation of the materials used in the product demonstration.

The materials used in the demonstration may very extensively depending on the nature of the product. Surveys, testimonials, visual aids, case studies, and models may all be used as part of the demonstration. Clearly, a cooking demonstration would include different materials and tools than that of a computer software demonstration. As a result it is imperative that promoters and demonstrators are familiar with the functions of their individually unique product, and are able, if necessary, to respond to technical questions that may be posed by various consumers. Therefore, in order to be effective in their marketing, promoters may be expected to investigate their particular product and identify potential competitors. In addition the various interest and concerns common to the recognized audience should be considered and planned for. Rehearsal may be necessary if the product being promoted is of a highly technical nature.

Models may pose for paintings, sculptures, or photos, and are often used to promote various types of clothing. They may model coats, dresses, suits, underclothing, and swimwear, and may be presented in front of varying audiences or work for a wide range of media types. They may also be asked to display accessories such as footwear, jewelry, and handbags, or to promote various beauty products including cosmetics and perfumes. Some models, specifically supermodels, attain celebrity status, at which point their popular image is often used to sell a vast array of assorted products from books and calendars to movies and TV Shows.

Live modeling, television programs, commercials, billboards and other types of printed publications are all ways in which the media uses models to promote various products and services. Although most modeling positions offer opportunities working for printed publications, job categories within these types of media may vary. Often models are asked to do a combination of things where they may pose for photographs and catalogs, participate in commercials, or perform editorial work. Static photographs of models are used for fashion magazine covers and to attend feature articles in editorial prints, while models featured in billboards, advertisement layouts in magazines, newspapers, and catalogs are used by commercial print businesses.

During a photo shoot, models make slight changes in their facial expressions and posture to display the features of the clothing, accessories and products they are promoting and also to capture the look desired by their clients. The photographers conducting the photo shoot instruct the models on how to pose an on which positions to take as they interact with their physical surroundings. Makeup artists, clothing and hair stylists, and clients are also close on hand to insure that the models are looking their best, and that the photo shoots are run according to schedule. Providing primary looks, touch ups and possible changes throughout the day, makeup artists and stylists are responsible for imparting models with their unique and desired looks. In some instances, where stylists and makeup artists are not present, models may be responsible to bring their own clothing, and to put on their own makeup. Clients often remain on hand to offer ideas and propose changes in order to ensure that the finished product is suitable for their advertising campaign.

Generally, editorial print work pays less than other types of modeling. However, it provides excellent exposure for new models which can lead to a pay increase in more sought after modeling careers, such as commercial and other modeling opportunities. Because fashion magazines are more lavish in foreign countries, beginning fashion models may be required to head overseas in order to find more prospects for employment.

In addition to editorial work, models may also perform live. Live models work in a variety of locations. They may be required to move along catwalks where they walk, stand and turn, demonstrating clothing lines to a wide range of audiences. While clothing purchasers interested in taking on a whole line of clothing are often the primary audience in showrooms and at fashion shows, clothing displayed on runways are most often sought after directly by consumers, and are artistically expressed according to the appeal of the designer. Models working areas of high fashion or haute couture pose before an audience of photographers, designers, clothing buyers, and journalists, as they walk confidently down a narrow runway. Displaying clothing, and other products directly for shoppers, models working in retail establishments may be required to describe the characteristics of the clothing as well as to answer any questions about price and other concerns which the consumer may have. Some models also work for artists, sculptors, and painters by posing for their sketches and other artistic creations.

Some models may find work in television and movie scenes, some may even be given speaking parts. Work categories available to models within the television world includes, cable television programs, commercials and game shows. But, because of the potential for high pay and far-reaching exposure, competition for television work is extreme.

Often times, because advertisers need to direct their products toward specific populations, models tend specialize in a certain area of work. For example, businesses aiming their clothing line toward petite or plus-sized women will choose models whose dress sizes are smaller or larger than those worn by typical models. Also, disabled models may be used to display products or fashions intended to be used or worn by disabled consumers. Some models, such as hand and foot models, specialize in modeling only a certain body part. Such models are particularly complementary to the modeling of products such as shoes, or nail polish.

Nearly all models work through the use of agents. Agents work to establish and maintain a link between models and their clients. When client pays a model, a certain amount of the models earnings go to the agent or agency affiliated with the model in payment for the services that have been rendered. Agents not only endorse models to various clients, they also discover and look for fresh faces and are available to advise and train new models. It is imperative that modeling agents and agencies maintain a lasting relationship with the model, because typically, modeling jobs only last one day. Agents who achieve and nurture relationships with models and clients are better-suited to connect the two into work placements where both parties will benefit. Agents may also arrange various auditions and book shoots once a model is hired. Also, they supply billing and bookkeeping, and financial planning services to the models they support. Most successful models can plan for relatively short careers with high incomes which makes financial planning a central matter to their future.

Facilitated by their agents, models spend a significant amount of time publicizing themselves and developing their image. To do this, they may print and distribute composite cards, put together an sustain portfolios, and travel to various auditions. A model’s portfolio is made up of a collection of a collection of previous work. It is compiled into a folder of sorts that can easily be carried around to auditions and bookings. A composite card, or comp card, is more or less a highlight of the model’s portfolio. It contains paramount photographs from the portfolio, along with the model’s measurements.

Before excepting or going to a job, models must obtain various details about the work they will be expected to perform. Their agent is a great source of this information. Agents can often provide specifics about the date, time and length of the shoot. They may also be able to supply specifics about the pay, and information as to whether or not makeup artists and stylists will be attending. It is also helpful for the model to know what kind of product they will be promoting and what sort of image they should portray before going to a shoot. A voucher may be used by some models as a tool used to record the actual length of the job, and the earnings which they received. After the both the model and client have signed it, the voucher may also come in handy for billing purposes. After a job has been finished, it is important for models to check in with their agent and prepare for the next engagement.

In the year 2002, it was estimated that models, demonstrators and product promoters held about 179,000 jobs. About 4,600 of these employment positions were held by models alone. Of all salaried jobs for models, demonstrators and product promoters, about 18 percent were in retail trade, most commonly in general merchandise stores. And, administrative and support service including employment services comprised about 11 percent of jobs. Further employment opportunities were found in advertising and other related services.

Although positions for demonstrator and product promoters can be found in various areas all through the Nation, modeling jobs are focused throughout New York, Miami, and Los Angeles.

Demonstration, Product Sales, and Modeling Training and Job Qualifications

Opportunities for education and professional training may be scarce for models, demonstrators, and promoters. Any formal training that is available is usually short in its duration lasting only a month or perhaps slightly more. While it may prove beneficial, postsecondary education is not generally required. In fact, only about one fourth of all models, demonstrators, and promoters have a bachelor’s degree or higher.

Learning through on-the-job experience and instruction is the most common type of training received by demonstrators and product promoters. And, because a demonstrator must be familiar with a product in order to properly demonstrate it, any instruction provided is principally product oriented. With more complex products training may take longer and go into more depth. It is important for demonstrators of multifaceted products to be familiar with and have experience working their specific product. They must also familiarize themselves with the manufacturer’s corporate viewpoint and way of thinking before dealing with customers at any level.

The types of demonstrators and promoters sought after by employees are those who have developed proficient communication skills and who enjoy a pleasant appearance and a cheerful personality. It is vital that demonstrators and product promoters be relaxed and contented with public speaking. Using humor, spontaneity, and personal interest in the product their are promoting to entertain and capture their audience are also essential traits for demonstrators and promoters to possess. In some cases foreign language skills may prove advantageous as well.

Although beginning a modeling career does not require formal training, persons interested in entering this field must be photogenic and have a basic understanding of makeup, hair styling, and clothing styles and trends. In some local governments, models under age 18 are required to have a work permit. Also in order to be successful, a model must have an attractive physical appearance. Healthy hair, engaging facial features, flawless skin, specific height, weight, and other physical traits are highly scrutinized by potential clients and employers. A model’s dress and coat size may also be important to designers, photographers and advertisers. As society’s perceptions about physical beauty change, requirements for models may vary. However, the majority of fashion designers feel that their clothing looks most premium on models who are tall and thin. Physical requirements may be less demanding in some areas of work, but in general, opportunities for models who do not meet physical standards are limited.

Most models find that due to the demands of a prestigious physique, they must exercise regularly, control their diet, stay healthy and get plenty of sleep. Frequent manicures, pedicures, facials, and haircuts are also necessary to the physical up keep that must be endured by models.

Besides being good-looking, it is imperative that models be photogenic. Their ability to establish report with the camera in order to capture the ideal look on film is essential. In order to test a model’s ability to relate to the camera agents require snapshots or professional photos to be taken. Grace and confidence are key qualities for models working in photographic and runway positions. For models looking to be considered for television work, training in voice, dance, and acting may be beneficial. Foreign language abilities may also prove advantageous for models who frequently travel to foreign countries.

Personality plays an significant role in how successful a model may become. Models are obliged to interact with a large number of different kinds of people and therefore must be polite, professional and prompt. They should view every contact made as a possible lead to future employment. It is necessary for models to have excellent organizational skills as well. The management of personal lives, work and travel schedules as well as financial matters can get very hectic, especially as models become more successful in their careers. Also, patience and persistence are vital qualities for a model to possess due to the competitive nature of the business and the stiff, specific requirements of various clients.

Some models may choose to attend schools that specialize in providing various training with regards to makeup application, walking, posing, and other basic molding tasks, but models should understand that such schooling does not automatically lead to a job. In truth, several agents prefer working with beginning models who have very little or no previous experience. Agents often discourage models from attending modeling schools and from purchasing professional photographs. Much more important than previous training is a model’s selection of an agency. The agency chosen by the model will be a key factor in how far he/she will advance in the profession. It is important for models to consider the reputation and competence of an agency, because the more successful and experienced the agency is, the more assignments and job opportunities the model is likely to get. Almost all clients prefer to work with agents, therefore it is very difficult for a model to pursue a freelance career.

Many of the top models are discovered by agents who are out continually scouting for new faces. Various agencies sponsor modeling contests and searches. And some agencies may hold “open calls” where models are invited to come and be seen in person. Other agencies may ask for snapshots which can be sent in for review. However, very few of the people who attend open calls or send in snapshots are presented with modeling contracts.

It is the responsibility of the agency to advise models on how to dress, wear their makeup, on how to properly conduct themselves during auditions and bookings. Agencies also help models to develop a high-quality portfolio, which is key to getting work assignments. In the portfolio models display an accumulation of tear sheets-examples of their editorial print work and other photographs. It is much more likely for a model to find work if the photos in his/her portfolio are up to date and of the highest quality possible.

Advance me to other marketing and sales occupations or perhaps the establishment of their own business may be reach by demonstrators and product promoters who perform well and who show innovative leadership ability. Because modeling careers are comparatively short, the majority of models ultimately transfer to other occupations.

Demonstration, Product Sales, and Modeling Job and Employment Opportunities

The rates of employment for models, demonstrators, and product promoters is calculated to grow not far off from the average for all occupations through 2012. It is predicted that job growth in this area will be driven by an increase in the number and size of trade shows as well as an expansion in the use of models, demonstrators, and product promoters in various retail and department stores. In addition, job openings will come about as the need to replace employees who retire or stop working for various reasons arises.

Job openings are expected to be bountiful for demonstrators and product promoters. However, it is possible that employers may have a hard time finding qualified demonstrators who are willing to fill short-term, and part-time positions. Because product demonstration is considered a very valuable marketing tool, new jobs are projected to come about as a greater percentage of marketing budgets are allocated to product demonstration.

Contrastingly, the modeling profession attracts many more models than there are job openings available. With narrow formal entry requirements, those who are inclined to pursue a modeling career can expect zealous competition for jobs. Only models whose physical appearance, poise and personality closely meet the unique requirements of the profession will achieve steady employment.

However, due to the increasing diversification of the general population, models who are representative of diverse racial and ethnical groups may become higher in demand. It is predicted that male models will also find more available opportunities for employment as society becomes more responsive to the marketing of men’s fashions. Fashions change frequently, and as such the demand for a model’s unique look may change. Almost all models experience some period of unemployment.

As with many areas of employment, job opportunities for models, demonstrators, and product promoters are affected by slumps in the business cycle. This is because many firms tend to bring down advertising budgets during recessions.