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In my last post, I recounted the disproportionate buzz received by the "XJTAG Girls", a pair of sales models stationed in the booth of XJTAG, Ltd., a supplier of IEEE 1149.1 boundary scan development tools. The surprisingly strong reactions to this classic trade show strategy prompted me survey our community about the propriety of the XJTAG Girls for a B2B show like DAC. Since I'm not certain how persistent these free survey sites are, allow me to replicate a snapshot of the survey results and comments from the official results page below. A total of 63 responses were received; 8 of these were written comments.
Question: What is/was your reaction to the XJTAG Girls at DAC 2009?
NOTE: For completeness sake, I've replicated all comments from the "Other" part of the survey for reference below. As of this writing there were also 8 comments made on the original post. In general, the comments ranged the full gamut of "inappropriate" to "obvious success+hat tip", with more blog post comments falling in the neutral camp vs. the survey.
Analysis & Commentary
Joe Hupcey III
Reference Info* During my assignments in the OVM World booth, I had the pleasure of working with the woman shown on the right hand side of the photo above, Ms. Nicole Daryanani. Nicole works an an event organizer, and also does booth greeting and modeling as well. She did an excellent job for us in the OVM booth, being proactive in greeting prospects as well as handling event logistics and catering management. I'll touch on her role more in the upcoming "booth draw best practices" post, but in the mean time: hire her!http://www.nicoledaryanani.com
* As of this writing there were also 8 comments made on the original post, and here are the comments collected by the "Other" survey response:
----They were merely attractive, as you can see from the photos, not scantily clad at all (unless you live in a Quaker village). Somebody forgot there is no such thing as bad publicity, better to ignore it. The derogatory references that have been made against these two women could be taken as slander. ---- Bad for industry impression----Fantastic. What the hell is wrong with nice looking girls? People should stop being so [uptight] and just enjoy them. Hell, most chicks even like looking at hot women.----I think this is perfectly appropriate since the majority of workers at all levels, in tech-related industries, are men. Companies should do whatever they can to maximize profits; this starts with marketing; clearly this was an effective marketing tool!----Take another look at their picture. Fine looking women, but not so unbelievably striking that everyone should be talking about the beautiful girls. You see, it takes more than beauty to be booth babe. You have to be smart, pleasant, and filter those prospects. If you can get the XJTAG guys to comment on the girls, their answer may be surprising.[AUTHOR'S NOTE: I did invite XJTAG and one of the models to comment via email. I have not received a response as of this writing.]----I think the XJTAG girls are fine and I don't understand what all of the fuss is about. ----Why Cadence didn't have booth babe ;-)----They were fun to look at and I'm glad they were there, but doubt they had a significant business impact.
No beer or refreshments were served by XJTAG. Their lead generation scheme was confined to a game/raffle where you could win a portable GPS or iPod on the spot in exchange for swiping your DAC badge. If you asked any question remotely technical nature, the sales models instantly vectored you to a XJTAG staffer to further qualify you.
Note: other booths did have full time refreshment centers and bars with alcohol. Specifically, IMHO felt our [Cadence's] coffee service was a worthwhile investment and/or an effective draw.
Were they serving beer? or just electronics test stuff?
Beer makes it worth it. You can't make electronics test stuff sexy.