/// Can We Finally Say: Bye-Bye, Booth Babes?

February 10, 2012  |  All Things Digital

Isn’t it time for our industry to stop using “booth babes,” once and for all? There used to be an annual tradition around Comdex — every year, a week or two after Comdex (and then later CES), InfoWorld or Computerworld would write an editorial complaining about the use of “booth babes” at the show. These editorials and the maturing of our industry seemed to have had a great effect. Each year, there seem to be fewer and fewer booth babes at major tech shows. They are still there, just in smaller numbers. Attitudes also continue to change. More and more companies are realizing that booth babes are out of place at tech shows. These companies have also begun to realize that booth babes may be a bad business move. In writing this article, I Googled to find the gadget and gamer blogs’ annual roundups of trade show booth babes, and was pleasantly surprised to find a comment from Daniel Cooper, an Engadget contributing editor, that said: Oh, and regarding ‘booth babes:’ scantily clad women trying to tease the über-geeks at CES: if your product needs a semi-nude woman to sell it to nerds, you don’t have faith in your product. As a launch consultant, I couldn’t agree more. Nowadays, to break through the noise, companies need an innovative product, a great user experience and clear communications. Booth babes provide none of these, and can even distract from the stories that companies are trying to tell. I have typically found that the companies using booth babes do not have much of substance to show, or are trying to mask other problems. And in the unusual case when it is a great product being promoted by a booth babe, many people miss it, because they make an assumption that it couldn’t be a great product if it is being promoted by a booth babe. As we move into an era where we are no longer just selling technologies to enthusiasts but are selling to mainstream consumers, our industry’s collective attitude and image are important. This year, it was not an industry pub that was covering the issue, but the very mainstream BBC

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Can We Finally Say: Bye-Bye, Booth Babes?


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