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)
In Does The Online Card Payment Landscape Unwittingly Facilitate Fraud?, a new paper in IEEE Security & Privacy, researchers from the University of Newcastle demonstrate a technique for guessing secruity details for credit-card numbers in six seconds — attackers spread their guesses out across many websites at once, so no website gets enough bad guesses […]
Michael Geist writes, “The global music industry has spent two decades lobbying for restrictive DMCA-style restrictions on digital locks. These so-called “anti-circumvention rules” have been actively opposed by many groups, but the copyright lobby claims that they are needed to comply with the World Intellectual Property Organization’s Internet treaties. Now the head of the RIAA […]
The smirking, villainous pharma-hedge-douche-bro Martin Shkreli (previously) bought the rights to the anti-parasitic drug Daraprim — used to treat malaria, a disease that disproportionately affects the poorest people in the world — and jacked the price from $13.50/dose to $750/dose.
Loot Crate is a totally different kind of subscription service that mails subscribers monthly boxes filled with curated geek, pop culture, and gamer paraphernalia. Its cult following awaits a box every month filled with everything from bobble heads to T-shirts to special edition collectibles. But nothing gets Loot Crate fans as excited as the limited […]
The ARMOR-X Mini Flexible Phone Tripod is a smartphone tripod that is designed with flexible legs to rest on virtually any type of surface. Other tripods have proved useless unless I conveniently have a flat surface in front of me, which is why this particular tripod was appealing enough to try out. The ARMOR-X is compact and easy […]
You don’t need to get an advanced degree and take out massive loans to become a coder. This bundle of 10 courses was designed to teach anyone to code at home for less than it costs to go out for dinner. I was particularly impressed with this new 2017 bundle because it includes courses on […]