Booth babes don’t work & can’t convert interest to sales, according to test case

By Dave Cook, Monday, 20 January 2014 10:10 GMT

Booth babes have proven to be a regular fixture at gaming trade shows and consumer expos over the years, but the strategy of hiring young, attractive women to represent games and draw the punters in has served as a topic for heated debate in recent years. One company owner decided to run an experiment to see if booth babes actually work in securing sales. He determined that in fact, they do not.

In an article for TechCrunch entitled ‘Booth Babes Don’t Work,’ Frontback head Spencer Chen explained that he had long-suspected that booth babes do not drawn in interested investors and convert that interest to sales. Chen felt that instead, they titillate, intimidate and drive people away.

He tested out his theory by booking two separate but identical stalls at a similar trade show event, then manned one with booth babes, and the other with seasoned reps with knowledge of the products they were representing. It’s not hard to guess which stall closed more deals.

The article is linked above, and is well worth a read if you’re interested in the issue of booth babe ethics. Let us know what you think below.


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