Demonstrators and Product Promoters : Occupational Outlook Handbook : U.S. Bureau of Labor Statistics

Summary

Demonstrators and product promoters encourage people to buy their products.

Quick Facts: Demonstrators and Product Promoters
2010 Median Pay	$23,110 per year $11.11 per hour
Entry-Level Education	High school diploma or equivalent
Work Experience in a Related Occupation	None
On-the-job Training	Short-term on-the-job training
Number of Jobs, 2010	90,100
Job Outlook, 2010-20	18% (About as fast as average)
Employment Change, 2010-20	15,800

What Demonstrators and Product Promoters Do

Demonstrators and product promoters create public interest in products, such as cosmetics, housewares, and food. They encourage people and stores to buy their products by showing the products to prospective customers and answering questions.

Work Environment

Demonstrators and product promoters work long hours while standing or walking, with little time for rest. Many demonstrators and product promoters work part time and have variable work schedules.

How to Become a Demonstrator or Product Promoter

Demonstrators and product promoters need customer service skills and are usually trained on the job.

Pay

The median annual wage of demonstrators and product promoters was $23,110 in May 2010.

Job Outlook

Employment of demonstrators and product promoters is projected to grow 18 percent from 2010 to 2020, about as fast as the average for all occupations. An increase in hands-on and interactive marketing will lead to growth for this occupation.

Similar Occupations

Compare the job duties, education, job growth, and pay of demonstrators and product promoters with similar occupations.

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What Demonstrators and Product Promoters Do About this section

Demonstrators often sell goods at temporary stands.

Duties

Demonstrators and product promoters typically do the following:

Research the product they are selling to learn about competitors and the interests of the target audience
Design an exhibit and customize it for a particular audience
Identify people who may be interested in the product
Greet customers and try to get their attention
Show and sometimes sell the product
Distribute information, such as brochures and order forms
Gather the names and contact information of potential customers to contact later

Demonstrators and product promoters sell both sophisticated and simple products, ranging from computer software to household cleaners. They attract potential customers by offering samples, holding contests, or distributing prizes.

Their presentation may include models, testimonials, or surveys. The equipment they use varies by product. For example, a food demonstrator might use cooking utensils; a software demonstrator may use a computer.

Some demonstrations are intended to generate immediate sales through impulse buying. Others are intended to create future sales by increasing brand awareness.

Demonstrations and product promotions are conducted in retail stores, at trade shows, or at outdoor fairs. Locations are selected according to the product being offered and its target audience. For example, many food demonstrations are conducted in supermarkets or wholesale clubs.

At large events, a team of demonstrators may be needed to handle the crowds.

Some demonstrators promote products on TV in infomercials or home shopping programs.

Work Environment About this section

Many demonstrators and product promoters work part time and have variable work schedules.

Demonstrators and product promoters held about 90,100 jobs in 2010. They work long hours while standing or walking, with little time for rest. They also often work at crowded trade shows or fairs, which can be hectic.

In 2010, the following industries employed the most demonstrators and product promoters:

Advertising, public relations, and related services	22%
Retail trade	20
Wholesale trade	13
Employment services	11

Work Schedules

Many demonstrators and product promoters work part time and have variable work schedules. Some work long hours and travel frequently. Night and weekend work is common. Some jobs are brief and may only last for a few hours to a week.

How to Become a Demonstrator or Product Promoter About this section

Some companies prefer to hire demonstrators or product promoters who have customer service or sales experience.

Demonstrators and product promoters need customer service skills and are usually trained on the job.

Education

Most employers prefer demonstrators and product promoters who have a high school diploma or equivalent.

Training

Demonstrators and product promoters usually receive on-the-job training. The amount of time it takes to be trained varies, depending on the product they are promoting. For example, it may take only a couple hours to train someone who is handing out material on an upcoming movie. However, someone demonstrating a new cell phone may need several days to be fully trained.

Training often focuses on the product and is usually given by the company the product promoter is representing. The demonstrator learns about the product and the philosophy of the company that sells it. Some product promoters interact with the media and receive special training on how to speak with them.

Work Experience

Some companies prefer to hire demonstrators or product promoters who have customer service or sales experience.

Important Qualities

Customer service skills. Demonstrators must be able to determine what a customer’s needs are and how their product or brand can meet those needs.

People skills. Demonstrators are constantly interacting with the public and require an energetic and cheerful personality.

Public speaking skills. Many demonstrators give speeches to large crowds when promoting a product.

Responsibility. When promoting a product at an event, demonstrators often work without supervision, so a company must be able to trust them with their products.

Pay About this section

Demonstrators and Product Promoters

Median annual wages, May 2010

Total, All Occupations: $33,840
Sales and Related Occupations: $24,370
Demonstrators and Product Promoters: $23,110

The median annual wage of demonstrators and product promoters was $23,110 in May 2010. The median wage is the wage at which half the workers in an occupation earned more than that amount and half earned less. The lowest 10 percent earned less than $17,230 and the top 10 percent earned more than $44,070 in May 2010.

Job Outlook About this section

Demonstrators and Product Promoters

Percent change in employment, projected 2010-20

Demonstrators and Product Promoters: 18%
Total, All Occupations: 14%
Sales and Related Occupations: 13%

Employment of demonstrators and product promoters is projected to grow 18 percent from 2010 to 2020, about as fast as the average for all occupations.

An increase in hands-on and interactive marketing is expected to lead to growth for this occupation. Many companies have found that promoting their products directly to the public creates a more positive impression of their brand than more traditional marketing methods. Demonstrators and product promoters are important to the success of this strategy because they are the ones showcasing the product.

In addition, many demonstrators and product promoters work in supercenters and warehouse clubs, a subset of the general merchandise store industry, which is projected to grow very rapidly from 2010 to 2020. Growth in that industry will contribute to new jobs for this occupation.

Job Prospects

Job prospects for demonstrators and product promoters should be favorable. Many people enter this occupation and then leave to take jobs in other occupations, creating openings for new workers. Employers look for candidates who are energetic and outgoing. Some employers prefer applicants with customer service experience.

Employment projections data for demonstrators and product promoters, 2010-20
Occupational Title	SOC Code	Employment, 2010	Projected Employment, 2020	Change, 2010-20		Employment by Industry
Occupational Title	SOC Code	Employment, 2010	Projected Employment, 2020	Percent	Numeric	Employment by Industry
SOURCE: U.S. Bureau of Labor Statistics, Employment Projections program
Demonstrators and Product Promoters	41-9011	90,100	105,800	18	15,800	[XLS]

Similar Occupations About this section

This table shows a list of occupations with job duties that are similar to those of demonstrators and product promoters.

Occupation	Job Duties	ENTRY-LEVEL EDUCATION	2010 MEDIAN PAY
Advertising Sales Agents	Advertising sales agents sell advertising space to businesses and individuals. They contact potential clients, make sales presentations, and maintain client accounts.	High school diploma or equivalent	$45,350
Customer Service Representatives	Customer service representatives interact with customers on behalf of an organization. They provide information about products and services and respond to customer complaints. Some also take orders and process returns.	High school diploma or equivalent	$30,460
Meeting, Convention, and Event Planners	Meeting, convention, and event planners coordinate all aspects of professional meetings and events. They choose meeting locations, arrange transportation, and coordinate other details.	Bachelor’s degree	$45,260
Public Relations Managers and Specialists	Public relations managers and specialists create and maintain a favorable public image for their employer or client. They write material for media releases, plan and direct public relations programs, and raise funds for their organizations.	Bachelor’s degree	$57,550
Retail Sales Workers	Retail sales workers include both those who sell retail merchandise, such as clothing, furniture, and automobiles, (called retail salespersons) and those who sell spare and replacement parts and equipment, especially car parts, (called parts salespersons). Both groups help customers find the products they want and process customers’ payments.	Less than high school	$20,990