Demonstrators, product promoters, and models create public interest in buying products such as clothing, cosmetics, food items, and housewares. 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 sell the demonstrated 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.
Demonstrators and product promoters build current and future sales of 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 with apparent ease 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 an investment to generate future sales and increase brand awareness.
Demonstrators, product promoters, and models held about 120,000 jobs in 2004. Of these, models held only about 2,200 jobs in 2004. About 23 percent of all salaried jobs for demonstrators, product promoters, and models were in retail trade, especially general merchandise stores, and 14 percent were in administrative and support services—which includes employment services. Other jobs were found in advertising and related services.
Demonstrator and product promoter jobs may be found in communities throughout the Nation, but modeling jobs are concentrated in New York, Chicago, Miami, and Los Angeles
Demonstrators and product promoters had median hourly earnings of $9.95 in May 2004. The middle 50 percent earned between $8.18 and $13.29. The lowest 10 percent earned less than $7.25, and the highest 10 percent earned more than $20.08. Employers of demonstrators, product promoters, and models generally pay for job-related travel expenses.
Median hourly earnings of models were $10.50 in May 2004. The middle 50 percent earned between $8.44 and $14.34. The lowest 10 percent earned less than $7.16, and the highest 10 percent earned more than $17.17. Earnings 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. Hourly earnings can be relatively high, particularly for supermodels and others in 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 earnings in return for an agent's services. Models who do not find immediate work may receive payments, called advances, from agents to cover promotional and living expenses. Models must provide their own health and retirement benefits.