Demonstrators and Promoters

Career summary

#check 3/18/19 lh

Demonstrators promote items to customers. Product promoters try to convince retail stores to sell and market their products. They promote a variety of products. They might demonstrate computer software, garden tools, or mops. Demonstrators and promoters work in:

• Outdoor fairs
• Retail and grocery stores
• Shopping malls
• Trade shows

Demonstrators and promoters use many methods to attract audiences. They may offer samples or hand out prizes. They may also hold contests or use direct mail advertising.

Demonstrators greet possible customers and identify those who are interested and able to buy. They inform customers about their products and demonstrate their use. They answer questions and hand out information, such as brochures or credit applications.

Some demonstrators sell products after they show them. Others gather customer names to pass on to sales staff.

Demonstrators may prepare the content of their presentations, or alter them to fit the target audience. Some help design their exhibits, or change them for different audiences. They may transport and assemble the materials they use.

Demonstrators must be familiar with the products they promote. They give detailed information and answer any questions. They may study or research the products they show and the products of competitors. They may also research the concerns of the target audience.

Demonstrators may need to rehearse demonstrations of complex products. Some train others to present company products. Some promote products on TV programs such as infomercials and home shopping shows.

Related careers

This career is part of the Marketing cluster of careers.

Related careers include:

• Advertising Salespeople
• Buyers and Purchasing Agents
• Counter Attendants
• Customer Service Representatives
• General Office Clerks
• Parts Salespeople
• Receptionists
• Retail Salespeople
• Sales Representatives
• Travel Agents

Job duties

Task list

The following list of tasks is specific to demonstrators and promoters.

• Attract an audience by offering samples, holding contests, handing out prizes, or using direct mail ads.
• Greet customers and identify those who are interested and able to buy.
• Inform and educate customers about products and demonstrate their use.
• Distribute information such as brochures.
• May sell products or gather names to pass on to sales staff. Keep records of sales.
• May prepare presentation or alter it for target audience. May sometimes schedule presentations.
• May help design exhibits or change them for target audience.
• May transport, assemble, and disassemble materials used for demonstrations.
• May study or research information about products, competitors' products, and the interests of the target audience.
• May rehearse demonstrations of complex products.
• May train other demonstrators.
• May promote products on videotape or television programs.

Common work activities

Demonstrators and promoters perform the following tasks. These tasks are common to many careers.

• Perform for or work with the public
• Convince others to buy goods or change their minds or actions
• Establish and maintain relationships
• Communicate with people outside the organization
• Communicate with supervisors, peers, or subordinates
• Get information needed to do the job
• Judge the value of objects, services, or people
• Make decisions and solve problems
• Think creatively
• Identify objects, actions, and events
• Develop and build teams
• Inspect equipment, structures, or materials
• Perform activities that use the whole body
• Organize, plan, and prioritize work
• Handle and move objects
• Teach others
• Explain the meaning of information to others

Work requirements

Working conditions

In a typical work setting, demonstrators and promoters:

Interpersonal relationships

• Communicate mostly by face-to-face discussions and telephone. They also write e-mails and reports, but less often.
• Sometimes work as part of a team.
• Have a high level of social contact. They work constantly with the public.
• Occasionally deal with unpleasant or rude members of the public.

Physical work conditions

• May work indoors or outdoors.
• Sometimes wear a costume to attract attention to their product or company.
• Usually work physically near others, within a few feet.

Work performance

• Must be sure that all details of the job are done accurately. Errors could lose sales.
• Sometimes make on-the-spot decisions that affect their company's reputation.
• Work in a moderately stressful atmosphere in which sale quotas might be set.

Hours/travel

• Often work part time.
• Often have short-term jobs that last less than six months.
• May work long hours and have different schedules each week.
• May work nights and weekends.
• Travel frequently to conferences or to visit customers.

Physical demands

Demonstrators and promoters frequently:

• Stand for long periods of time.
• Use their hands to handle, control, or feel objects, tools, or controls.
• Repeat the same movements.

It is important for demonstrators and promoters to be able to:

• Speak clearly so listeners can understand.
• Understand the speech of another person.
• See details of objects that are less than a few feet away.

It is not as important, but still necessary, for demonstrators and promoters to be able to:

• See details of objects that are more than a few feet away.
• See differences between colors, shades, and brightness.
• Use stomach and lower back muscles to support the body for long periods without getting tired.
• Focus on one source of sound and ignore others.
• Hear sounds and recognize the difference between them.
• Use fingers to grasp, move, or assemble very small objects.
• Move two or more limbs together (for example, two arms, two legs, or one leg and one arm) while remaining in place.
• Use muscles to lift, push, pull, or carry heavy objects.
• Use muscles for extended periods without getting tired.
• Hold the arm and hand in one position or hold the hand steady while moving the arm.
• Be physically active for long periods without getting tired or out of breath.
• Bend, stretch, twist, or reach out.
• Coordinate movement of several parts of the body, such as arms and legs, while the body is moving.
• Keep or regain the body's balance or stay upright when in an unstable position.
• Determine the distance between objects.
• Use one or two hands to grasp, move, or assemble objects.

Skills and abilities

Demonstrators and promoters need to:

Communicate

• Listen to others and ask questions.
• Speak clearly so listeners can understand.
• Understand spoken information.
• Read and understand work-related materials.
• Understand written information.
• Write clearly so other people can understand.

Reason and problem solve

• Use reasoning to discover answers to problems.
• Follow guidelines to arrange objects or actions in a certain order.
• Judge the costs and benefits of a possible action.
• Analyze ideas and use logic to determine their strengths and weaknesses.
• Develop rules that group items in various ways.
• Concentrate and not be distracted while performing a task.
• Notice when something is wrong or is likely to go wrong.
• Combine several pieces of information and draw conclusions.
• Recognize the nature of a problem.

Manage oneself, people, time, and things

• Manage the time of self and others.
• Check how well one is learning or doing something.

Work with people

• Persuade others to approach things differently.
• Look for ways to help people.
• Be aware of others' reactions and understand the possible causes.
• Change behavior in relation to others' actions.

Education and training

Educational programs

The programs of study listed below will help you prepare for the occupation or career cluster you are exploring.

Programs of study to consider

• Marketing
• Modeling
• Retail Management

Training

To work as a demonstrator or promoter, you typically need to:

• complete short-term, on-the-job training.

Education after high school

No formal education is required for this job. However, many employers prefer that you have a high school diploma or its equivalent. 

On-the-job training

Most demonstrators and promoters receive training on the job. Knowledge of the product is very important for a good presentation. The length of training depends on the product you demonstrate. You may receive a few days of training for most products. However, training on complex products, such as computers, may last for weeks or months.

During training you learn how to demonstrate the product and ways to deal with customers. You may work with an experienced demonstrator while you build confidence.

Helpful high school courses

You should take a general high school curriculum that meets the state's graduation requirements . You will be required to take both math and science classes to graduate.

Helpful electives to take in high school that prepare you for this career include:

• Drama
• Public Speaking

The courses listed above are meant to help you create your high school plan. If you have not already done so, talk to a school counselor or parent about the courses you are considering taking.

You should also check with a teacher or counselor to see if work-based learning opportunities are available in your school and community. These might include field trips, job shadowing, internships, and actual work experience. The goal of these activities is to help you connect your school experiences with real-life work.

Join some groups, try some hobbies, or volunteer with an organization that interests you. By participating in activities you can have fun, make new friends, and learn about yourself. Maybe one of them will help direct you to a future career. Here are examples of activities and groups  that may be available in your high school or community.

Things to know

Employers look for demonstrators who have good communication skills and a pleasant appearance. They look for people who are comfortable with public speaking. They also look for people with good personalities who can use humor and think quickly. Foreign language skills are helpful in many areas of the country.

Costs to workers

Some workers must buy the samples they use. The price of these varies depending on the products.

Job listings

Listed below are links to job categories from the National Labor Exchange that relate to this career. Once you get a list of jobs, you can view information about individual jobs and find out how to apply. If your job search finds too many openings, or if you wish to search for jobs outside of Washington, you will need to refine your search.

• Demonstrators and Product Promoters 

To get a listing of current jobs from the WorkSource system, go to the WorkSource website .

Wages

The minimum wage for Washington State as of January 1, 2020 is $13.50 per hour. Some areas of the state may have a higher minimum wage.

Many demonstrators and promoters work part time and for only a few days or weeks. Thus, they may earn less than the figures displayed.

Some demonstrators who work in long-term jobs may receive benefits. These generally include paid vacation, sick leave, and health insurance. Many demonstrators do not receive any benefits.

Employment and outlook

Washington outlook

The table below provides information about the number of workers in this career in various regions. It also provides information about the expected growth rate and future job openings.

National employment

About 16% of demonstrators and promoters are self-employed.

Major employers:

• Advertising agencies
• Grocery stores
• Demonstration services

National outlook

Job openings for demonstrators and promoters will be plentiful. This is because product demonstration is considered a good marketing tool. Job growth will be driven by trade shows and advertising in grocery stores. However, employers may have difficulty finding qualified people who are willing to fill part-time, short-term jobs.

Employment of demonstrators and promoters is sensitive to the economy. When the economy is weak, many firms reduce advertising budgets.

Other resources

Direct Selling Association 
1667 K Street NW, Suite 1100
Washington, DC 20006
202.452.8866

National Retail Federation 
1101 New York Avenue NW
Washington, DC 20005
800.673.4692
202.783.7971

Retail In-Store Demonstrator Job Description 

References

Career cluster

• Marketing

Career path

• Enterprising (Business Communications)

O*Net  occupation

• Demonstrators and Product Promoters (41-9011.00) 

O*Net job zone 

• Job Zone 2 - Some preparation needed. Some previous work-related skill, knowledge, or experience may be helpful in these occupations, but usually is not needed.

DOT occupations

• Demonstrator (297.354-010) 
• Demonstrator, Electric-gas Appliances (297.357-010) 
• Demonstrator, Knitting (297.354-014) 
• Demonstrator, Sewing Techniques (297.454-010) 
• Exhibit-display Representative (297.367-010) 
• Goodwill Ambassador (293.357-018) 
• Instructor, Painting (297.451-010) 
• Sales Exhibitor (279.357-010) 
• Sandwich-board Carrier (299.687-014) 

Holland occupational cluster

• Enterprising/Conventional/Realistic

COPSystem

• Business Skilled