Which of the following do you expect to see on the trade show floor:
A) A high-tech video display, showcasing inspiring new products
Japanese School Girls
B) Signs directing you to a mini-seminar taught by business experts
C) A scantily-clad blonde bombshell, handing out brochures
A and B won't surprise anyone, but increasingly, we're finding more and more of C.
After all, sex sells. It's one of those marketing 'facts' that every person knows. absolutely the media reinforces this idea, bombarding us with dozens of scantily-clad women in every inherent market outlet, hawking all things from light beer to orchad tractors. All these costly ad executives must believe using gorgeous models to promote their products works.
On the trade show, too often this translates into go-go dancers and supermodels lounging in the aisle. They get attention, absolutely - I've seen throngs of men derive colse to these booths - but does this concentration translate into sales? Does erotic enticement equal exhibiting success?
It might - but only if you recognize that using sexually inspiring spokespeople to attract concentration to your exhibit is one component in a cohesive, coherent marketing strategy. Booth babes, as they're known, are more than just 'eye candy'. They should have a clear, defined role in your marketing plan.
Additionally, it is imperative that fellowships use this single strategy very, very carefully. It's not right for everyone. There are a estimate of factors to consider, including what type of product or aid you're promoting, your corporate image, and current or hereafter branding plans. You also must take into inventory where you are exhibiting. What might get you thrown into jail in Paducah would be par for the procedure in Tokyo.
The Japanese have completely incorporated booth babes into their marketing culture. It is taken for granted that the automobile and hi-tech industry, for example, will use inspiring women to draw the crowds. It's determined the first step to developing a connection with a new customer, both by attracting his concentration and showing a willingness to deliver what he wants and expects.
However, firm in America and Europe is not as heavily male-dominated as it is in Japan. More and more women are assuming higher levels of power and prominence within the corporate world, and they may be 'turned off' of your firm by the sight of a marketing ploy that blatantly objectifies women. This can be true even if your products and services are bought and used primarily by men. You might be surprised by the female sway in the most testerone-laden industries. Using booth babes is certainly a risk.
Is it a risk without rewards?
Again, it depends on your goals. If you are using your time at the trade show to introduce a new product, for example, and naturally want to attract lots of citizen and press informational literature into their hands, a booth babe might work. Of course, you're running the danger of attendees remembering the buxom brunette and forgetting your company's name...but you'll have handed out a lot of brochures.
You may be able to support booth babe talent skilled at 'pre-screening' attendees and gracefully directing considerable visitors to speak with your sales staff. However, talent like this is hard to find. If your goal for the trade show includes inspiring attendees in meaningful conversation in order to rule their wants and needs, thereby starting a firm relationship, using less than superlative booth babes may absolutely impair your booth staff's performance. They are distracting, and will attract far too many citizen who have no interest in your products or services.
Every firm has an image. This image might be high-tech and edgy, or old school conservative. It speaks volumes about the company, and is a considerable intangible asset. You'll want to be right before playing 'Beauty and the Brand'.
What does hiring booth babes do to a company's image? In some cases, it enhances it. Could you fantasize Playboy Enterprises on the trade show floor without the trademark Bunnies? St. Pauli's Brewery has made the curvaceous blond St. Pauli Girl a central part of their marketing plan. In each instance, having approved representation at a trade show would be completely approved and reinforce the brand's image.
On the other hand, Merrill Lynch doesn't need booth babes. There's nothing inherently sexy about speculation banking - and more importantly, would you want the financial services of a firm represented by string bikini wearing party girls? The disconnect is immediately apparent.
Many fellowships fail to think this through. Before you rule to hire booth babes, ask yourself, "How does this strategy reflect the image I want citizen to have of my company?" Remember, many citizen view booth babes as an extension of a cheap and tawdry marketing plan. If this clearly and absolutely mirrors the image you want to project, by all means, have booth babes. However, the other 95% of the marketplace may want to rethink their decision.
There are many, many other creative, approved ways to attract attendees to your exhibit. citizen have come to the trade show finding for new products and ideas, and more importantly, solutions to their problems and challenges. join on giving them that, and you'll have more satisfied customers than any booth babe can deliver!
Sex Sells... Or Does It?
ไม่มีความคิดเห็น:
แสดงความคิดเห็น