Ever wondered why companies hire outrageously attractive, scantily clad women for trade shows? I get Comic Con and Auto Shows, but that’s about it: you’re appealing to the lowest common denominator. But according to the former marketing guru of Mixpanel, Appcelerator, and Huddle, they really don’t “convert” attendees to sales leads.
How do I know? Well, I actually split-tested this a few years ago and the results were indisputable. If you have invested in a trade show to generate new business, using booth babes is a lead conversion boat anchor.
He writes that only about 1 in five leads generated revenue. So after managing to secure two identical booths at a show, he stocked one with booth babes, and another with “grandmothers.”
Upon meeting my contractors, my sales VP was right. They weren’t just older than your typical booth babe, one was literally a grandmother. Shit, what have I done?? But it was too late now. After updating the sales team on our staffing strategy it was time for the big show.
The “grandmothers” managed to secure three times more leads because they knew the content and weren’t intimidating to talk to.