What Do Promoters, Demonstrators, and Models Do?
Demonstrators, product promoters, and models create public interest in buying products, such as clothing, cosmetics, food items, and house wares. The information they provide helps consumers make educated choices among the wide variety of products and services available. Demonstrators and product promoters create public interest in buying a product by demonstrating it to prospective customers and answering their questions. They may also sell the merchandise, or gather names of prospects to contact at a later date or to pass on to a sales staff. Demonstrators promote sales of a product to consumers, while product promoters try to induce retail stores to sell particular products and market them effectively. Product demonstration is an effective technique used by both to introduce new products or promote sales of old products because it allows face to face interaction with potential customers.

Demonstrator and product promoters build current and future sales od both sophisticated and simple products, ranging from computer software to mops. They attract an audience by offering samples, administering contests, distributing prizes, and using direct mail advertising. They must greet and catch the attention of possible customers and quickly identify those who are interested and qualified. They inform and educate customers about the features of products and demonstrate their use to inspire confidence in the product and its manufacturer. They also distribute information such as brochures and applications. Some demonstrations are intended to generate immediate sales through impulse buying, while others are considered and investment to generate future sales and increase brand awareness. Many do both.

Demonstrations and product promotions are conducted in retail and grocery stores, shopping malls, trade shows, and outdoor fairs. locations are selected based on both the nature of the product and the type of audience. Demonstrations at large events may require teams of demonstrators to handle large crowds efficiently. Some demonstrators promote products on videotape or on television programs, such as "infomercial" or home shopping programs. Demonstrators and product promoters may prepare the content of a presentation and alter it to target a specific audience or to keep it current. They may participate in the design of an exhibit or customize exhibits for particular audiences. Results obtained by demonstrators and product promoters are analyzed, and presentations are adjusted to make them more effective. Demonstrator and product promoters also may be involved in transporting, assembling, and disassembling materials used in demonstrations.

A demonstrator's presentation may include visuals, models, case studies, testimonials, test results and surveys. The equipment used for a demonstration varies with the product being demonstrated. A food product demonstration may require the use of cooking utensil, while a software demonstration may require the use of a multimedia computer. Demonstrators must be familiar with the product to be able to relate detailed information to customers and to answer any questions that arise before, during or after a demonstration. Therefore, they may research the product to be presented, the products of competitors, and the interest and concerns of the target audience before conducting a demonstration. Demonstrations of complex product may require practice.

Models pose for photos or a subjects for painting or sculptures. They display clothing such as dresses, coats, underclothing, swim wear, and suits for a variety of audiences and in different types of media. They model accessories, such as handbags, shoes, and jewelry, and promote beauty products, including fragrances and cosmetics. The most successful models, called "super models", hold celebrity status and often use their image to sell products such as books, calendars and fitness videos. In addition to modeling, they may appear in movies and television shows.

Model's clients use printed publications, live modeling, and television to advertise and promote products and services. There are different categories of modeling jobs within these media, and the nature of a model's work may vary with each. Most modeling jobs are for printed publications and models usually do a combination of editorial, commercial, and catalog work. Editorial print modeling uses still photographs of models for fashion magazines covers and to accompany feature articles, but does not includes modeling for advertisements. Commercial print modeling includes work such as billboards. Catalog models appear in department store and mail order catalogs.

During a photo shoot, a model poses to demonstrate the features of clothing and products. Model make small changes in posture and facial expression to capture the look desired by the client. as they shoot film, photographers instruct models to pose in certain position and to interact with the physical surroundings. Models work closely with photographers, hair and clothing stylist, make up artists, and clients to produce the desired look and to finish the photo shoot on schedule. Stylists and make up artists prepare the model for the photo shoot, provide touch-up, and change the look of models throughout the day. if stylists are not provided, models must apply their own makeup and bring their own clothing. Because the client spends time and money planning for and preparing and advertising campaign, the client is usually present to insure that the work is satisfactory. The client may also offer suggestions.

Editorial print work generally does not pay as well as other types of modeling, but provides exposure to a model and leads to commercial modeling opportunities. Most beginning fashion models work in foreign countries, where fashion magazines are more plentiful. Love modeling is done in a variety of locations and live models stand, turn and walk to demonstrate clothing to a variety of audience. At fashion shows and showrooms, garment buyers are the primary audience. Runaway models display clothes that either are intended for direct sale to consumers or are the artistic expressions of the designer. High fashion, or haute couture, runways models confidently walk a narrow runaway before an audience of photographers, journalists, designers, and garment buyers. Live modeling is also done in apparels marts, department, and fitting rooms of clothing designers. In retail establishments, models display clothing directly for shoppers and may be required to describe the features and price of the clothing. Other models pose for sketching artists, painters and sculptors.

Models may also compete with actors and actresses for work in television and may even receive speaking parts. Television work includes commercials, cable television programs, and even game shows. However, television works is difficult to get because it pays well and provides a lot of exposure.

Because advertiser need to target very specific segments of the population, models may specialized in certain area. Petit and plus-size fashions are modeled by women whose dress size is smaller or larger than the typical model. Models who are disabled may be used to model fashion or product for disabled consumers "Parts" models have a body part, such as a hand or foot, which is particularly well suited to model products such as fingernails polish or shoes.

Almost all models work through agents. Agents provide a link between models and clients. An agency receives a portion of the model's earnings in return for the agency's services. Agents scout for new faces, advise and train new models, and promote them to clients. A typical modeling job lasts only one day, so modeling agencies differ from other employments agencies by maintaining an ongoing relationship with the models. Agents find and maintain relationship with clients, arrange audition called "go-sees", and book shoots if a model is hired. They also provide bookkeeping and billing services and may offer financial planning services. Relatively short careers and high incomes make financial planning an important issue for successful models. Because models are self-employed, detailed record of incomes and tax-deductible expenses must be kept

With the help of agents, models spend a considerable amount of time promoting and developing themselves. They assemble and maintain portfolios,print composite cards, and travel to go-sees. A portfolio is a collection of a model's previous work that is carried to all go-sees and booking. A composite card, or comp card, contains the best photographs from a model's portfolio along with his or her measurements.

Model must gather information before a job. From an agent, they learn the pay, date, time and length of the shoot. Also, model s must ask agents if hair, makeup and clothing stylist will be provided. It is helpful to know what product is being promoted and what image they should project. Some models research the client and product begin modeled to prepare for a shoot. Models use a document called a "Voucher" to record the rate of pay and the actual duration of the job. The voucher is used for billing purposes after both the client and model sign it. Once a job is completed, models must check in with their agency and plan for the next appointment.

Working Conditions
The majority of all demonstrators, product promoters and models work part-time. Many positions are short-term and last six months or less. Almost one quarter have variable work schedules. Demonstrators and product promoters may work long hours while standing or walking, with little opportunity to rest. Some demonstrators and product promoters travel frequently. Night and weekend work is often hectic and demonstrator and product promoters may feel pressure to influence the greatest number of consumers possible in a very limited amount of time. however, may enjoy the opportunity to interact with a variety of people.

The work of a model is both glamorous and difficult and they may work under a variety of conditions. The coming season's fashions may be modeled in a comfortable, climate-controlled studio or in a cold, damp outdoor location. Schedules can be demanding and models must keep in constant touch with an agent so they do not miss and opportunity for work. Being away from friends and family and needing to focus on the photographer's instructions despite constant interruption for touch-ups, clothing and set changes, can be stressful. Yet, successful models interacts with a variety of people and enjoy frequent travel. They may meet potential clients at several go-sees in 1 day and often travel to work in distant cities, foreign countries and exotic locations.

Employment
Demonstrators, product promoters and models held about 92,000 jobs in 1998 about 9 to 10 were demonstrator and product promoter jobs. About 46 percent of salaries jobs were in miscellaneous business services (which includes trade shows and demonstration services) and about 12 percent were in personnel supply services, which includes modeling agencies. Others worked in advertising, department stores, drug stores, grocery and related products wholesalers, grocery stores, management and public relations, and computer and data processing services. Less than 1 out of 20 was self-employed.

Demonstrator and product promoter jobs may be found in communities throughout the Nation, but modeling jobs are concentrated in New York, Los Angeles and Miami.

Training, Other Qualifications and Advancement
Formal training and education requirements are relatively few for demonstrators, product promoters and models . Training is usually short-term, occurring over a period of days or weeks. Post-secondary education, while helpful, is usually not required. About 54 percent of these workers have no more than a high school diploma.

Demonstrators and product promoters usually receive on-the job training. training is primarily product-oriented since a demonstrator must be familiar with the product to demonstrate it properly. The length of training varies with the complexity of the product. Experience with the product or familiarity with similar products may be required for demonstration of complex products such as computers. During the training process, demonstrators may be familiarized with the manufactures' corporate philosophy and preferred methods for dealing with customers. Employers look for demonstrators and product promoters with good communications skills and a pleasant appearance and personality because dealing directly with the public can be challenging and difficult. Demonstrators and product promoters must be comfortable with public speaking. They should be able to entertain an audience and use humor, spontaneity and personal interest in the product. Foreign language skills are helpful in many areas of the country.

While no formal training is required to begin a modeling career, models should be photogenic and have a basic knowledge of hair styling, make-up and clothing. Some local governments require models under the age of 18 to hold a work permit. An attractive physical appearance is necessary to become a successful model. A model should also have a flawless skin, healthy hair, and attractive features. Models must be within certain range of height, weight and dress or coat size in order to meet the practical need of fashion designers, photographers and advertiser. Requirements may change slightly from time to time as our society's perceptions about physical beauty change; however, most fashion designers feel their clothing looks its best on tall, thin models. Although physical requirements may be relaxed for some type of modeling jobs, opportunities for those who do not meet these basic requirements are limited.

because a model's career depends on preservation of his her physical characteristics, models must control their diet, exercise regularly, and get enough sleep in order to stay healthy. Haircuts, pedicure and manicure are necessary work-related expenses for models. In addition to possessing physical beauty, models must be photogenic. The ability to relate to the camera in order to capture the desired look on film is essential, and agents test prospective models using snapshots or professional photographs. For photographic and runaway work, models must be able to move gracefully and confidently. training in acting, voice and dance is useful and allows a model to be considered for television work. Foreign language skill are useful because successful models travel frequently to foreign countries.

Since models must interact with a large number of people, personality plays an important role in success. Models must be professional, polite and prompt; every contact could lead to future employment. Organizational skills are necessary to manage personal life, financial matters and busy work and travel schedules. Because competition for jobs is high and clients' needs are very specific, patience and persistence are essential.

Modeling schools provide training in posing, walking, make-up application and other basic tasks, but do not necessarily lead to job opportunities. In fact, many agents prefer beginning models with little or no previous experience and discourage models from attending modeling schools and purchasing professional photographs. A model's selection of an agency is an important factor for advancement in the occupation. The better the reputation and skill of the agency, the more assignments a models is like to get. Most clients prefer to work with agents so it is very difficult for a model to pursue a freelance career.

Agents continually scout for new faces and many of the top models are discovered in this way. Most agencies review snapshots or have open calls, where models are seen in person; this service is usually provides free charge. Some agencies sponsor modeling contests and searches. Very few people who send in snapshots or attend open calls are offered contracts.

Agencies advise models on how to dress, wear make-up and conduct themselves properly during go-sees and booking. Because models' advancement depends on their previous work, development of a good portfolio is key to getting assignments. Models accumulate and display current tear sheets (example of a model's editorial print work) and testing photographs in the portfolio. The higher the quality and currency of the photos in the portfolio, the more likely the model will find work.

Demonstrators and product promoters who perform well and show leadership ability may advance to other marketing and sales occupations or open their own businesses. Because modeling careers are relatively short, most eventually transfer to other occupations.

Job Outlook
The overall employment of demonstrators, product promoter and models is expected to grow faster than the average through the year 2008. job growth should be driven by growth in the number and size of trade shows and growth in the personnel supply services industry, which is among the fastest growing industries in the nation. Additional job openings will arise from the need to replace demonstrators, product promoters and models who transfer to other occupations, retire or stop working for other reasons.

Job openings should be plentiful for demonstrators and products promoter through the year 2008. Employers may have difficulty finding qualified demonstrators who are willing to full part-time, short term positions. In addition, product demonstrator is considered a very effective marketing tool. Job growth should occur as firms devote a greater percentage pf marketing budgets to product demonstration.

Because modeling is considered a glamorous occupation and there is a lack of formal entry requirements, those who whish to pursue a modeling career can expect keen competition for jobs. The modeling professional typically attracts many more job seekers than there are job openings available, Only models that closely meet the unique requirements of the occupation will achieve regular employment. The increasing diversification of the general population should require models representative of more diverse racial and ethnic groups. Work for male models should also increase as society becomes more receptive to the marketing of men's fashion. Because fashion changes frequently, demand for a model's "look" may fluctuate; most models experience periods of unemployment.

Also, be aware that employment of demonstrators, product promoters and models is affected by downturns in the business cycles. Many firms tends to reduce advertising budgets during recessions.

Earnings
Median hourly earning of demonstrators and product promoters were $ 8.14 in 1998. The middle 50 percent earned between $ 6.95 and $9.71. The lowest 10 percent earned less than $ 6.17 and the highest 10 percent earned more than $13.16. employers of demonstrators, product promoters, and models generally pay for job-related travel expenses.

Earning vary for different types of modeling and depend on the experience and reputation of the model. Female models typically earn more than male models for similar work. Models' hourly earnings can be relatively high, particularly for super models and other high demand, but models may not have work every day, and jobs may last only a few hours. Models occasionally receive clothing or clothing discounts instead of or in addition to regular earnings. Almost all models work with agents and pay 15 to 20 percent of their earning to receive and agent's services. Models who do not find immediately work may receive payments, called advances from agents to cover promotional and living expenses. Model, like other self-employed worked, must provide their own health and retirement benefits. Please note that the earning and salary data listed here is usually from government sources and may be dated, so make adjustments accordingly.

Related Occupations
Demonstrators, product promoters and models create public interest in buying clothing and products. Related marketing and sales occupations includes retail sales workers, sale representatives, travel agents, insurance agents and brokers and real estate agents and brokers.

Sources of Additional Information
For information about careers in modeling contact: The Model Guild, Office and Professional Employees International Union, AFL-CIO, CLC, 265 W. 14th Street, Suite 203, New York, NY 10011. Web site : http://www.opeiu.org/models/tmg/main.htm.

For information about modeling schools and agencies in your area, contact a local consumer affair organization such as the Better Business Bureau.