Trade shows are a great opportunity for businesses to showcase their products and services to potential customers. However, some companies still rely on outdated and sexist tactics to attract attention to their booths, such as hiring “booth babes” or scantily clad women to work as promotional models.
This practice not only objectifies women, but it can also harm a company’s brand image and hinder its ability to connect with potential customers. In fact, studies have shown that using booth babes can actually decrease the effectiveness of a trade show booth.
According to a study by researchers from the University of Leeds, booth babes can make attendees feel uncomfortable and reduce their likelihood of engaging with a booth. The study found that people who felt uncomfortable with booth babes were less likely to approach a booth, while those who did approach were less likely to make a purchase or become a customer.
Using booth babes can also send the wrong message to potential customers. Instead of highlighting the features and benefits of a product or service, companies that use booth babes risk sending the message that their product is only for men, or that they don’t value female customers.
Trade shows should be a place where businesses can connect with potential customers on a personal level and demonstrate the value of their products or services. By using booth babes, companies miss the opportunity to build authentic relationships with attendees and showcase their expertise in their industry.
In the end, the use of booth babes is not only harmful and outdated, but it can also be detrimental to a company’s success at a trade show. To truly stand out and connect with attendees, businesses should focus on delivering a memorable experience that highlights their unique value proposition and expertise in their industry.