The underlying principle behind hiring a trade show model is uncomplicated – peg the first impression by leveraging the old advertising maxim that sex sells. For the entire lifetime of trade shows this maxim has held true and trade show models were a staple, pulling show-going crowds towards booths and hopefully towards products. Giving away bead necklaces, miniature stuffed animals, or bouncing light-up balls that have nothing to do with your company branding, the booth babe really does not grab your clients. Now if you are selling cars and you offer a model in front of a car for a photo opportunity that might work. Recently, though, trade show models, or as they are more commonly known "booth babes," are increasingly out of sight.
Your company should be considering their brand. Whether you are an entrepreneur, an executive, or an employee, trade shows are worked with the specific target of drawing quality attention to your brand. The trade show exhibitor is there to stimulate excitement that will ultimately turn a show attendee into a customer and a customer into a repeat customer. The exhibit is a means to forging a lasting relationship on a personal basis. Working a show allows a company to promote with a passion that simply can’t be found in traditional advertising. So, why would a company risk potentially isolating a large percentage of show attendees at a conference with a booth babe?
It is true – start reading the internet. Ask show attendees. There are far more attendees that will stay away from an exhibit if a booth babe is present, and more likely to form a negative opinion of your company to boot. Remember there are far more female attendees than in years past. And even on the male side of the equation – they might stop by, but your booth babe is not going to influence their buying of your product or service. Booth babes serve their purpose at auto shows, as clothing models at swim and surf expos, and as attractions for amusement-style shows.
Maintaining a professional image, fear of isolating potential clients, or merely staying one step ahead of "old school tactics," the use of trade show models are certainly on the decline. Instead, of babes, the new trend seems to be presenting your products in a professional manner, with booth workers who go beyond gimmick or sex and instead have a passion for your brand and a knowledge base to match. Guess which one leads to more quality sales?
