Tigris President & CEO Ranked on the W100 List of Canada’s Top Female Entrepreneurs of 2016

Meet Serena Holmes, W100 Top Female Entrepreneur

An entrepreneur is a person who organizes and manages any enterprise, especially a business, usually with considerable initiative and risk ( Serena Holmes took a risk in 2008 when she bought out Tigris from her partner, who decided to leave the business she had founded 4 years prior, for personal reasons. Serena embraced positive forward thinking, which includes believing yourself, trusting your instincts and seizing opportunities.

Now 9 years later, female entrepreneur Serena Homes has tripled the sales of Tigris, manages 4 full-time employees at the head office, supported by regional account managers in all major Canadian cities. The roster of events staff has grown from 300-400 staff to over 1,500 and this small business just continues to expand. It’s no wonder Serena was recognized by the W100 and has achieved many other awards and recognition to date.

2016 W100: Celebrating the Canadian Female Entrepreneur


Did you know Canada is the emerging hot spot for female entrepreneurs? It makes sense that there would be an entire awards program to celebrate the achievements of these women. The PROFIT/Chatelaine W100 ranking and awards program is Canada’s largest celebration of entrepreneurial achievement by women. The W100 List for 2016 became public on May 16th – and Tigris’ CEO, Serena Holmes was included among 99 other trail-blazing women.

“The members of the 2016 W100 each possess the talent and tenacity to start and grow a successful business,” said James Cowan, Editor-in-chief of PROFIT and Canadian Business.  “Their remarkable achievements serve as proof that ambitious, risk-taking female entrepreneurs are integral to the growth of the Canadian economy.”

The PROFIT/Chatelaine W100 ranks female entrepreneurs by a composite score that considers the size, growth rate and profitability of the companies they own and manage. The full list will be available year round at and on In addition, winners will be honoured in the June 2016 issue of Canadian Business Magazine which is circulated nationally to over 700,000 subscribers.

“I am humbled and honoured to be recognized among so many inspirational women. When I learned about the W100 back in 2008, I made it a personal goal and mission to eventually be included on this list. It took 12 years in business and 8 years since to earn this achievement but I am proud to have finally made it. It is exciting to share this with my team; without them, none of this would have been possible”, says Tigris CEO, Serena Holmes.


Along with being ranked amongst the country’s most successful entrepreneurs, Tigris is the Top Choice Award Winner for Best Event Staffing Agency of 2016. This past year, Tigris was been shortlisted to Canada’s Top 100 List with the Globe & Mail and was nominated for the Best Employer Branding category with the Canadian HR Awards alongside The Keg and Molson-Coors. In 2014, Tigris won a sales achievement award at the Ultimate Wealth Weekend and was nominated in the marketing and advertising category for the Notable Awards in Toronto.

Tigris recently celebrated their 12th year in business, operating in over 15 markets nationwide and has plans to expand to the United States by the end of the year.

Connect With the Female Leaders of Tigris

There are many ways to get connected with Tigris! If you’re interested in working as a dynamic events staff, please submit 2-3 photos and your resume to If you’re interested in learning more about how our experiential event staffing services can be beneficial for your company, contact Tigris at 416-283-9119 or send an e-mail to

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Effectively Reach Your Audience With An In-Store Sampling

How to Execute an In-Store Sampling to Reach Your Audience and Increase Sales

Get your product into the hands (or mouths!) of your target consumer with an in-store sampling. Not only will sales increase on the day of the sampling, but also increase sales of the product line for several weeks following. There are many factors to consider before executing an in-store sampling such as location, time and day, professional certified samplers, as well as aesthetics.  Review the 3 steps listed below to ensure an effective in-store sampling of your product.


1. Selecting a Store & Time of Day

Have you tried Two Bears Coffee? This bottled, cold brew coffee comes in Original Cold Brew, Hazelnut Sea Salt and Sweet Cacao Coffee. The recipe uses premium direct trade beans, is all natural, 75% less bitter than traditional coffee and lasts up to 6 months. As this cold brew business begins to expand, Two Bears Coffee has teamed up with Tigris to provide promotional models to sample the product.

Where will the sampling occur? At various Goodness Me locations in Barrie, Brantford, Guelph and Toronto. Goodness Me is Canada’s health store that provides the cleanest green and natural foods. These samplings all take place on weekends from 11AM-3PM. Saturday is by far the busiest grocery shopping day of the week, which means it is the ideal day to execute a sampling and reach hundreds of potential consumers.

Be sure to have the store manager announce hourly through the intercom that the sampling is taking place. It’s also crucial to take into consideration where your sampling will be set up in the store. Ensure this is a high traffic location that relates to your product. For Two Bears Coffee, the sampling was executed in the dairy isle of Fiesta Farms. This location made sense because most people pair milk with their coffee.


2. Using the Right People and an Attractive Display

When reaching out to a temporary staffing agency for a trained food handler or smart serve certified individual, take the time to think about what type of person best represents your brand. For a series of samples for Minhas Creek Brewing Company, Tigris has provided attractive female, smart serve certified promotional models to sample their Boxer Gluten Free beer. The staff selected to represent the brewing company all lived close to the assigned stores, had experience sampling and were comfortable selling and working independently.

The primary goal of the program is sampling the product with new customers and directly impacting on-site sales during and following the tasting. Along with selecting the right person to represent your brand, the appearance of the sampling station is just as important. Be sure to always bring a cover for the table; this can be branded or simply all black. Set up the products in an organized, attractive arrangement that attracts and intrigues shoppers. If possible, a branded roll-up banner behind the sampler can be included. This helps make the sampling stand out, and can also highlight key information about your product that will influence the shopper to stop and sample your product.


3. Turn Samples into Business

So you’ve given away hundreds of samples and interacted with as many people as possible throughout the sampling. How does one ensure the samples are turned into sales? By sampling your product to as many people as possible in person, you know that the potential consumers will receive the most compelling information about your product, and be able to ask questions and receive answers they wouldn’t receive through a traditional billboard advertisement.

Once a new customer can taste and experience your brand, it’s more likely they will look for it in the grocery store. Worst case scenario, the shopper doesn’t like your product due to the taste but has had an overall positive experience with your brand by engaging with the experienced sampler. Our staff also take an opening and closing inventory to track onsite sales, so our clients know right after the shift how successful the sampling was.

Execute an Effective In-Store Sampling with Tigris!

There’s no better time than now to get started on an in-store sampling campaign for your product. Tigris operates in over 15 markets across Canada including Toronto, Montreal, Calgary, Vancouver and Edmonton. Give us a call at 416-283-9119 or send an e-mail to to get a free, no-obligation quote. We have over 1,500 promotional models and brand ambassadors across Canada to represent your brand. Start turning samplings into sales today!

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Get Your Target Audience To Complete Your Field Market Research Survey

Do you want to know exactly what your target consumer is thinking? Of course you do! The more information you have about your target audience, the better. This valuable information can help you discover a variety of data that will influence the next steps for your company. What is the best way to gather this information? Through a field market research study!

Create a Field Market Research Survey People Will WANT to Complete!

We are always in a rush and constantly distracted. People are always on the move, with somewhere to be, consistently distracted by their cell phones. Once you’ve discovered where your target audience will be, it can be hard to capture their attention, even when you are standing directly in front of them.

Field market researchers know how to break through the noise and get your target consumers to slow down, stop, and put down their phones. They are trained to lead with an incentive to entice consumers, and know how to develop a meaningful conversation.

What are the best incentives to complete a survey?

  • Gift Cards
  • On the spot giveaways (such as branded water bottles)
  • Charity donations
  • Lottery (a chance to win)


Which type of incentive is best for me?

According to, when it comes to increasing response rates, previous research has shown that cash is king, boosting survey response rates the most. Of course, you have to take your budget into consideration, as well as the length of the survey. If the survey takes more than 10 minutes to complete, chances are the individual will not be motivated to complete the survey for anything under $10.

In the photo above, the field market researcher did not use any specific incentive to encourage survey participation, because the topic directly affected and interested the students. The 1-2 minute multiple choice survey was conducted on a user friendly iPad, with questions surrounding student housing options. Tigris provided youthful field market researchers who were able to directly relate to the students.

What method will you use to conduct your survey?

The two most popular methods to complete a survey (in our experience) is on an iPad or online. Each method has it’s own pros and cons. In regards to an iPad survey, one may have a better opt-in rate because the field market researchers are able to ensure the survey is being completed. The participants are able to ask any questions they may have as they are completing the survey. Some negative aspects of using an iPad is the cost, and as well, there may be difficulty physically getting people to stop and complete the survey. With an online survey, there is no guarantee the consumer will go home (and remember) to complete the survey. If they are confused by any questions, they may become frustrated and neglect to complete the survey. A benefit is that the participant is able to complete the survey on their own time, in privacy.

Field Market Research Strategies to Develop an Appealing Survey with High Opt-Ins


Regardless of whether the participant is completing the survey directly in front of the field market researcher or in the privacy of their own home, it is important to ensure the survey is clear, concise and appealing. This will encourage the participant to complete the survey, resulting in more data for your company.

Is my survey clear?

To make your survey clear, ensure each question can be read once, and the reader will understand exactly what you are asking. Refrain from using complicated sentences and jargon. Make it as simple as possible. Do not over complicate things!

Is my survey concise?

The longer the survey, the less participants you will have. Keep it concise and only ask the most important questions to maintain your participants’ interest and obtain a high completion rate.  Include a progress bar at the top of the survey so they are aware of how many more questions they need to complete. You can also include motivational slogans, such as “Two more questions, you’re almost there!”.

Is my survey appealing?

Surveys by nature can be a bit dull. By adding graphics to your questions, the survey can become much more appealing. It’s important to ensure these images relate directly to the survey and the question being asked. Do not add anything that is irrelevant, or may confuse the participant.

Let’s Start Surveying!

We hope you’ve found this information on increasing survey participation informative and beneficial.  Are you ready to gain valuable information from and about your target demographic? Contact Tigris today to achieve high results from your survey with the use of our field market researchers. Give us a call at 416-283-9119 or send an e-mail to Tigris operates in over 15 markets across Canada including Toronto, Vancouver, Calgary and Montreal.

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Essential Guide to Working as a Professional Hostess

Did you know that Tigris’ temporary staff are divided into 6 separate categories? While interviewing candidates, we always ask which positions they would be interested in being considered for. These include: promotional model, market researcher, sales staff, brand ambassador, events staff & corporate entertainers. Our staff are not limited to one position – many staff fall under several categories according to their appearance, personality and skill level. Although there are several categories we place our temporary staff into, each category can encompass various roles and specific duties. A professional hostess, for example, would fall under the ‘promotional model’ category. Do you have what it takes to be a professional hostess?

Essential Guide to Rockin’ It as a Professional Hostess


Little Black Dress

If you’re interested in working as a professional hostess, a little black dress is mandatory. This is a go-to outfit for most promotional models and is requested by many clients. Ensure you have a variety of dresses for each season and various types of events. For example, a good variety of dresses would include knee-length dresses, those just above the knee, long sleeves, short sleeve, sleeveless, high-neck and low-cut dresses. This way, you are prepared for the weather and will have am appropriate dress for every occasion.

Can You Last a Day In Those Shoes?

We can’t stress how important it is to wear comfortable shoes. Depending on your duties, you may be required to stand for several hours, or be asked to assist with serving beverages and appetizers. Regardless of your duties, there is a great chance you will be on your feet for most of the event. When selecting which shoes to wear, ensure you are comfortable walking and standing in them for several hours. The last thing you want is sore feet, or to be wincing as you greet guests! Ensure you have a comfortable pair of closed toe and open toe heels. We also suggest bringing a pair of flats to change into after your event. Trust us – your feet will thank you!


Fresh Makeup & Little Accessories

While working as a promotional model and professional hostess, it is important to apply fresh makeup and take an extra few minutes to ensure you look your best. Some staff even prefer to wear false eyelashes, which aren’t mandatory but create a great look. If you’re working outdoors or for over 4 hours, it’s also a great idea to bring a few cosmetic essentials such as lipstick and foundation to ensure you are looking great throughout the entire event. It’s also important not to over-accessorize, unless specifically told by the agency. We would suggest a watch and stud earrings to complete your look.

Our Go-To Hairstyle 

Many of our clients ask for our professional hostesses to wear their hair down while hostessing. If you are required to serve food at the event, we suggest having your hair off of your face. Majority of our promotional models wear their hair down, either curly or straight, or half-up/half-down (as shown in the photo above). Choose which hairstyle looks best on you!


Don’t Go Hungry

Professional hostess shifts don’t usually last over 5 hours, but regardless of how long you are there, it’s always a great idea to pack snacks. Bring some fruit and water for when you take your 15 minute break. This will keep your energy levels high and prevent you from wasting time looking for a restaurant, and standing in long line ups for a quick snack during your break.

Stay Warm & Dry

The weather can be unpredictable, so it’s always a good idea to pack an umbrella, as well as an extra black sweater. If you’re walking to your event, the last thing you want is your hair to get soaked! Along with staying dry, it’s important to stay warm at each event. Packing a light, black cardigan or black blazer is a great way to stay comfortable in case the venue is cold.

Be Present in the Moment 

Those who make it onto the Tigris roster are qualified due to their beauty and brains. Along with looking the part, it’s extremely important to act the part as well. Be courteous, eager to work and offer to go the extra mile at each event. Wear a bright smile and let your personality shine through. Try to leave any distracting thoughts at the door and be present in the moment while representing top brands.

Did you find this essential guide to working as a professional hostess helpful? Let us know in the comments below!

Are You Looking for the Perfect Professional Hostess?


Tigris has over 1,500 temporary staff in over 15 markets across Canada including Toronto, Ottawa, Calgary and Vancouver. If you’re interestrf in using our professional hostesses for your event, give us a call at 416-283-9119 or send an e-mail to for a free, no-obligation quote.

If you’re interested in working as a professional hostess, please send 2-3 photos and your resume to Tigris hosts group interviews across Canada every month for those interested in joining our team.

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