Spencer Chen did an A/B test on the efficacy of "booth babes" at a big trade-show, staffing a booth in one part of the floor with scantily clad models, and another with older women recruited for their people skills, dressed in professional attire.
The results were clear for Chen: the "grandmas" generated far more sales-leads and conversions than the "babes." What's more, the kind of attendees the "babes" attracted were less valuable to Chen's companies: rather than roping in executives with purchase-decision power, they brought in young "IT nubs" who just wanted to get their pictures taken with models in sexy outfits.
Importantly, Chen's point isn't just that booth-babes turn off women at trade shows, but that they also turn off men, and he says he has the data to prove it.
The results? They were great. The booth that was staffed with the booth babes generated a third of the foot traffic (as measured by conversations or demos with our reps) and less than half the leads (as measured by a badge swipe or a completed contact form) while the other team had a consistently packed booth that ultimately generated over 550 leads, over triple from the previous year.
Everyone on the team was genuinely surprised by the results but duly convinced. It was like showing some hardened sales reps a new golf swing. I was able to replicate this a few more times throughout the year with even better results since we had a chance to further optimize our new “staffing plan.”
Booth Babes Don’t Work [Spencer Chen/Tech Crunch]
(Image: booth babe atari, a Creative Commons Attribution Share-Alike (2.0) image from bdu's photostream)
Lax enforcement from the SEC has allowed the biggest companies in America — 90 percent of the companies in the S&P 500, led by the faltering energy sector — to ignore the “Generally Accepted Accounting Principles” (GAAP) in presenting their financial information to investors, manufacturing nonexistent profits in quarters where they suffer punishing losses.
I have a first-world problem: I stay in a lot of hotels.
Reuters reports that VW is about to tell the federal judge in San Francisco in charge of its case that it will offer to buy back nearly half a million of its diesel vehicles from owners who were deceived about the cars’ emission standards and performance when the company engineered its cars so that they […]
You never know when new projects, ideas or opportunities can drop into your lap at a moment’s notice. That may require you to learn a new programming language like Python. Or maybe you need a primer on 3D game development. Or you might realize you could use a serious brush-up on iOS mobile creation.Point is, […]
Isn’t it about time to stretch what your Mac can do? I mean, you’ve got plenty of great programs now…but don’t you think you could use some new tools to get your creative, analytical and organizational juices really flowing? It’s spring, so we cleaned up a whole bunch of super-cool apps lying around and packaged […]
In the world of app development, there’s no greater arena to find success than with Android users. About 80% of the smartphones in use today worldwide operate on the Android operating system, so if you build a great app that Android users love, you’re an international rock star. You’ll be able to make sure your […]