Promotional staffing needs to be done with careful precision and discretion as the success of the agency hangs in the balance. The promotional staff is a collection of individuals who perform their own distinctive individual functions, which when combined, ensure the achievement of the predetermined goals. The staff determines the tactics and strategies to be employed by the agency in order to recognize, generate and sustain satisfying relationships with customers that result in the generation of profit. Their main purpose is to take actionable marketing steps in order to devise and carry out strategic and tactical planning activities, so as to acquire long and short-term marketing success.

The two main components of any promotional agency are to achieve desired results with the acquisition of new customers and the retention, as well as, expansion of relationships with existing customers.

The concept of brand awareness has its roots in marketing and it reflects the amount of the population who know of a particular brand's existence in the market. The promotional agency performs the on ground battle with the promo staff through Road Shows, Mobile Van Activities, Shopping Mall Activities, Retail Merchandising and Fun and Entertaining Activities organized in Clubs, Pubs, Restaurants and Residential Building Co-operative Societies.

The objective behind all the efforts of the promotional staff is to catch the attention of the general public and thus, promote the concerned product in the market. In other words, any promotional agency engages in promotional staffing, so as to gain brand recall with the help of the efforts and charms of the promo staff.

The market research for brand recall can be done through two methods namely aided and unaided recall. Aided recall refers to the extent of remembrance a particular brand's name provokes when it is referred to by the researcher. Unaided recall refers to the researcher asking the respondent to recall any brand name determined by the type of product as opposed to direct reference to the name. As far as brand exposure is concerned, unaided recall is sought after, as it is a more reliable source for judgment.