Feeling the Ground, Edition 1 – Roadshow Promoter Interview Singapore | FMCG Marketing by Feel.sg
In this first edition of Feeling the Ground, we speak to Wan Xin, one of our roadshow ambassadors in Singapore, to shed light on the very unappreciated (and underrated) role of being on the ground with shoppers every day. It’s not just about standing at a booth — it’s about being the face of a campaign, adapting on the fly, and creating moments that connect. If you’re interested in FMCG marketing or roadshow event planning in Singapore, this one’s for you.
Getting to Know You
🌟 Q: Can you tell us a bit about yourself and what was it like at your first roadshow?
A: Hi, my name is Wan Xin, and my first roadshow gig was with O Town White Coffee. I still remember how nervous I was the day before — there were so many little things to prepare, especially making sure the coffee machine was set up perfectly. I must’ve double-checked everything at Giant Tampines at least five times! But once the event started and I settled into the flow, the energy from the crowd made it all worthwhile. Seeing people genuinely interested in what we were sharing brought so much joy. It was such a fun and unforgettable experience.
🌟 Q: What do you enjoy most about doing roadshows?
A: Definitely the direct interaction with people. No two events are ever the same — each location has its own vibe, and every day brings something new. That sense of unpredictability keeps things exciting. Plus, it’s incredibly rewarding to know that I’ve helped someone discover a new product or brand they end up loving.
Behind the Booth
🌟 Q: What’s something people don’t realise about being a roadshow ambassador?
A: People often think it’s just about handing out samples, but there’s so much more to it. You really have to think on your feet — whether it’s adapting to the crowd, adjusting to the weather, or handling unexpected tech hiccups. You’re not just a promoter; you’re the face of the entire campaign, and that comes with a lot of responsibility.
🌟 Q: Has a shopper ever surprised you?
A: Yes! I once had a shopper come back three times to redeem three different items. We both ended up laughing about it — it was such a fun, genuine moment that stuck with me. Moments like that remind me why I love this job.
🌟 Q: What’s the hardest part of the job?
A: It can definitely be physically tiring — long hours on your feet, constantly engaging with people. But the toughest part is staying mentally upbeat throughout. I’ve learned to pace myself and focus on creating good vibes, both for the crowd and for myself.
🌟 Q: How do you handle rejection or difficult customers?
A: I’ve learned not to take it personally. Everyone has their own day, and not everyone is in the mood to talk. I just smile, stay polite, and move on to the next person who might be open to a friendly chat. It’s all part of the flow.
The Brand Experience
🌟 Q: Which brand or product was your favourite to work with?
A: So far, I’ve only worked with Oldtown Coffee, but I genuinely enjoy it. Watching customers light up when they receive their redemptions, and getting the chance to have real conversations with them, makes the whole experience truly rewarding.
🌟 Q: How do you prep for a roadshow?
A: Preparation is key. I make sure I fully understand the product details, the promotions, and the gifts that are up for grabs. Knowing these inside and out helps me feel more confident and ready to engage with customers.
🌟 Q: Got any tips to get people to stop and try something?
A: Definitely! Start by mentioning the promo or free gift — that always catches attention faster than just talking about the product. Show them the freebies, and most importantly, smile. A warm approach makes all the difference.
Little Life Lessons
🌟 Q: What have roadshows taught you about people?
A: One thing I’ve definitely learned — people are super kiasu! Most shoppers are much more likely to buy if there’s a gift or added value involved. And if there’s a blind box? That really gets everyone hyped. It’s fun watching how a little mystery can create such excitement.
🌟 Q: Has this job changed how you shop?
A: Absolutely. I used to think promotions were just simple deals, but now I see how much planning and strategy goes into every detail — from the sample sizes to how they compare with competing brands. It’s not random at all; everything is intentionally designed to attract attention and drive engagement.
🌟 Q: A moment that really stuck with you?
A: One moment I’ll never forget was during an Oldtown roadshow in May. A little kid really wanted the coconut plushie from the blind box. I helped him choose one, and when he opened it and saw the plushie, he gave me a huge hug with the biggest smile. It was such a sweet, heartwarming moment — it honestly made my whole day.
Before We Go…
🌟 Q: If you could tell brand managers one thing?
A: Can promoters get freebies too, please? Haha! We’re out there all day hyping up the brand — it’d be a fun little perk!
🌟 Q: What advice would you give someone starting this job?
A: Don’t be scared! It’s honestly not as intimidating as it looks. Just smile, be friendly, and stay open — people respond well to genuine energy.
🌟 Q: Lastly, describe a good day in three words.
A: Long but satisfying. 😊
Why We Invest in Our Team
Roadshow promoters like Wan Xin are the unsung heroes of FMCG activations in Singapore. They are the reason customers stop, try, and remember your product. At Feel Entertainment, we believe in training and supporting our ground team because they are the campaign.
🛍️ If you’re in between jobs, exploring freelance opportunities, or just looking for meaningful part-time work — join us. Work with leading FMCG brands, learn shopper engagement strategies, and be part of an energetic, young team.
👉 Drop us a message @feelsg or email us at [email protected] to apply.