More Reviews
REVIEWS Dark Souls II: Crown of the Sunk Review
I was confident in my Dark Souls abilities. Then From Software released new Dark Souls II DLC.

The Swapper Review
One of 2013's best indie games swaps its way to Sony platforms.
More Previews
PREVIEWS Pillars of Eternity Preview
For Obsidian's crowdfunded love letter to Infinity Engine games like Icewind Dale and Baldur's Gate, I was impressed by its willingness to pull back the curtain and let me see the machinery behind it.
Release Dates
NEW RELEASES CounterSpy
Release date: 08/19/14

Tales of Xillia 2
Release date: 08/19/14

Plants Vs. Zombies: Garden Warfare
Release date: 08/19/14

Madden NFL 15
Release date: 08/26/14


LATEST FEATURES Interview: Forging the Rings of Power in Middle Earth: Shadow of Mordor
Tolkien fans may now either squeal with glee at getting to play interactive fanfiction... or condemn it to the watery grave of Numenor.

How Bioware Creates Romances
Bioware's games have romances where you might save the world, on the side of course.
MOST POPULAR FEATURES Picking Your Gender: 5 Industry Professionals Discuss Queer Identity in Gaming
Women from Naughty Dog, ArenaNet, Harmonix, and Gamespot unite to talk about what they want from games in terms of diversity.
 
Coming Soon

LEADERBOARD
Read More Member Blogs
FEATURED VOXPOP oneshotstop
Call of Duty will never be the same
By oneshotstop
Posted on 07/28/14
       We've all been there. Everyone remembers that mission. You and your partner are climbing up the mountains in the snow, striving to pull some slick clandestine operation about getting some intel on a bad guy, or something similar (because let's face...

GAMING NEWS

Marketing Exec Explains Why Booth Babes Simply Don't Work

Posted on Thursday, January 16 @ 16:54:59 Eastern by

Booth babes are an entirely unlikeable and despicable staple of professional conventions, business expos, and, of course, video gaming's E3 conference, the single biggest marketing event in the gaming industry, but some offhand feedback shows that hiring busty and scantily clad contractors just doesn't work.

That's the word from Spencer Chen, a marketing executive with experience in the negative return on investment that booth babes can bring. Writing at TechCrunch, Chen explains an experiment he did when he had an opportunity to compare booths he was running at a big conference.

Specifically, Chen had one section of booth space with "marketing events consultants" (booth babes) and another space separate from that where booth babes were not hired or used to attract showgoers.

Chen writes that he had long theorized that "booth babes [they had] hired were actually a drag" on the generation of business contacts and sales leads. Throughout his experience organizing booths at trade shows, Chen noticed that his company "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." Chen continues "I mean, I had a better chance of convincing my co-workers that the sky was purple."

Chen hired "professional booth babe talent" and brought them in for one booth, while the other booth was staffed with local, knowledgeable contractors who, as Chen requested specifically, were not as attractive as the typical booth "companions" hired for conventions.

Despite a sales VP claiming Chen had caused a big "fuck up" in staffing, the convention space staffed with booth babes generated only one third of the foot traffic and less than half of the business leads. The booth space without accompanying babes generated three times as many business leads as the previous year at that convention.

I speak with experience when I say that gaming companies should never hire booth babes ever again. They're great for page views, obviously. We'll eat that traffic up every single day of the week, but I'd like to be treated like a professional at the next gaming convention I attend.

I guess the only thing creepier than an actual booth babe would be if gaming companies handed out USB sticks full of pictures of beautiful women for us to post instead.
Related Games:   Duke Nukem Forever
Tags:   E3


More from the Game Revolution Network




comments powered by Disqus

More On GameRevolution