From go-go girls gyrating in a cage to Playboy Bunnies handing out product information, booth babes are making a popular comeback on the tradeshow floor. Although they never really went away completely, demand is growing in certain industries for this type of attraction.
In Japan, it’s taken for granted that the automobile and hi-tech industry, for example, hire booth babes, booth bunnies, or booth bimbos, as they’re often known, to draw the crowds. It’s regarded as the initiation phase in establishing a working relationship with a prospective customer. It’s what the target audience want, and companies, seen as savvy marketers, are foolish not to take advantage of this enticing marketing ploy.
But, what about in the U.S? The electronic entertainment industry is the major player that’s going gangbusters using sex to entice its market. "Does it work?" a journalist recently asked me. "It depends on what outcome you’re looking for," was my response. If you want to attract hoards of men to your booth, then you’ll probably hit the jackpot. Also, chances are extremely high that they’ll walk away with some product information or nifty giveaway, especially if the scantily clad busty female hands it to them. But, will it sell product? That’s highly questionable and still very much of an unknown.
According to various tradeshow research studies, people have very little trouble remembering the blonde bombshell flaunting her wares at the booth, but the product she represented, that’s a different matter.
Realize too that this type of allure is considered cheap marketing, and any company worth it’s salt, shouldn’t totally rely on it as their at-show promotional campaign.
Before you go hiring booth babe talent indiscriminately, let’s look at five questions you should be asking and some possible answers for you to consider:
1. What are you looking to achieve?
This question hinges totally on why you’re exhibiting. What are your goals and objectives, and how will the results of this particular show impact your overall corporate marketing strategy? If you’re introducing a new product/service into either a new or existing market, and your goal is to attract attention, draw a crowd, and get information into people’s hands, then going the booth babe route may be a possible solution. However, if you’re looking to have a meaningful conversation and gather quality leads from the show, I’d highly recommend that you rethink your strategy.
2. Who’s your target market?
If your products/services are bought and used primarily by a male audience, then appealing to them at a sexual level will probably draw them to your booth. But realize that for every male you attract, you’re very likely to repel a possible female customer. With more and more women infiltrating the former male-dominated industries and positions, you’re definitely taking a big risk with this form of enticement.
3. What company image do you want to portray?
Every company however big or small, has a certain image in its marketplace. Naturally, the larger the company, the greater it’s image. That image whether it is conservative, hi-tech, innovative, trendy, etc., is usually portrayed in some way on the show floor. It may be expressed through your booth design, your staff uniforms or a live marketing presentation. The question is, "how does having booth babes reflect the image you want people to have of your company?" To be honest, I’m not sure enough companies think this question through thoroughly enough before they opt for this type of attraction.
4. What product branding are you looking to establish?
Image and product branding are usually very closely related. Many marketers spend mega bucks on product branding, so everything done to enhance name recognition needs careful consideration. According to Marc Gobé in his book "Emotional Branding," "building the right emotion is the most important investment you can make in a brand. It is the promise you make to consumers, giving them permission to enjoy the world of the brand." And, according to Daryl Travis in his book "Emotional Branding: How Successful Brands Gain the Irrational Edge," he states that, "A brand carries an awesome responsibility. A brand bears both the burden and the strength of a serious promise in the mind of all its customers. A brand is a mark of integrity, reputation, and a collection of memories." So, how will the woman dressed in a black leather, form-fitting, zip-up one-piece impact the branding you’re working so hard to establish?
5. What happens if the competition is using sex to sell, should you follow suit?
Go back to the first four questions to find out if this is truly the right marketing you should be doing to achieve the results you’re looking for. Over 76 percent of people visiting shows are looking for something new and innovative. And, knowing that they want information, education, help to do their job better, and ways to save time and money, what can you do to help them? Surely you can put together a marketing strategy to entice your target audience without having to resort to the oldest business known to man. Look at being different. More often than not, people are attracted to something unique and out of the ordinary. Do people want to be entertained at tradeshows? Yes, and since booth babes are usually only viewed as eye candy, there are many different ways to keep visitors amused that can better reflect your goals and objectives.
Consider your company image, your branding and how you can help your target market to be successful through your products/services. You know, especially in this tight economy, that upper management is fixated on bottom-line thinking, which means producing results from your tradeshow efforts. So, dare to be different and think of dealing in a different currency from the masses.
Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, working with companies to improve their meeting and event success through coaching, consulting and training.
Author: “Meeting & Event Planning for Dummies,” and “Riches in Niches: How to Make it BIG in a small Market” (May 2007).
For a free copy of “10 Common Mistakes Exhibitors Make”, e-mail: article4@thetradeshowcoach.com; website:
www.thetradeshowcoach.com.