A/B Testing Booth Babes #

Delightful guest post by Spencer Chen (Head of Marketing at Frontback) on Techcrunch. Through circumstances he had two booths in different areas at an SAP show, so he decided to do some experiment to get some actual data.

My theory from years of being a part of trade show staffs is that the booth babes we hired were actually a drag on lead-gen. Up to that time, it was all empirical evidence based on being at shows where we had money to hire booth babes and events where we didn’t. I noticed that we had always done better without the booth babes but it was just silly to suggest that we did better because we didn’t have hot babes at the booth. I mean, I had a better chance of convincing my co-workers that the sky was purple.

But here was my chance to put it to the test. So for one booth I flew in professional booth babe talent, and for the other booth I had asked another local agency for a couple of show contractors that knew the local area and had established people skills. I actually had to stress a couple of times that I was not looking for contractors whose only attribute was “smokin’.”

How he went about it is a great read, but ‘m going to skip to the end (spoilers…)

I am not here to participate in the bigger social debate on whether exploiting women as booth babes is bad for all of us in the long run…or if it’s simply wrong. I just wanted to state that if you were so inclined to take up this debate, I can offer you a sound business reason to support your opinion:

Booth babes don’t convert.

Once more…

Booth babes don’t convert.

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