Using Trade Show Models Effectively
Sex sells, and the trade show industry is no exception to this rule. Promotional models are a great way to draw attention to your trade show exhibit and help you generate more leads, but they can also severely and irreparably damage the reputation of your company if you use them improperly. For this reason, you need to be really careful to use trade show models in a way that increases traffic to your trade show display without casting a bad light on your company.
Trade show models are best used (in my opinion) when they have a good knowledge of the trade. Many agencies specialize in providing models that can speak intelligently about your specific industry. If you work in the software industry and plan to attend a software trade show, hiring a model who can speak professionally about software issues would be a great way to attract visitors to your booth display. Attendees will be impressed with your attractive colleague and may not even realize that she is a trade show model.
When you a hire a trade show model, you can specify the way she dresses and even the specific outfit if you desire. Having your model dress professionally may not generate as much traffic as having her wear a slinky bikini, but the traffic you do generate will be much more valuable to your company and you are less likely to offend anyone. If you’ve ever been to a trade show, you understand that many participants are drawn toward slinky models, but this type of participant is more interested in the party atmosphere than closing a business deal with your company. I recommend contracting professionally dressed trade show models as opposed to “booth babes” as a way to attract potential clients.
If you hire a promotional model, make sure that you spend the time to educate her about your goals for the trade show as well as the products and services your company offers. Think of her as an extension of your marketing program, and encourage her to use her own trade show experience to bring new ideas to your marketing program. Be sure that she has specific directions for recording and processing leads she receives, and be sure that she is on the same page as the rest of your booth staffers.
As an extension of your trade show marketing campaign, your trade show model should be an extension of your entire marketing program. Her attire should blend in with the color scheme of the exhibit itself as well as any booth accessories you may be using. Remember to be careful when hiring and using a promotional model and your results will be far more favorable.
