17 May Enterprise Present trigger controversy with scantily dressed ‘sales space babes’
Guests to this week’s Enterprise Present 2019 have expressed shock and dismay that an exhibitor used “sales space babes” to draw consideration to their stand.
Whether or not it’s efficient, inappropriate or each, some companies nonetheless use ladies in skimpy clothes to market their wares.
The occasion held at ExCeL London was billed because the “the most important enterprise occasion in Europe” however some attendees shared photographs on-line of 4 ladies carrying branded, figure-hugging clothes and handing out fliers.
Referred to as sales space babes, ladies carrying skimpy clothes was once normal fare at occasions like this, supposed to draw male attendees to stalls and advertising and marketing supplies.
However lately there was extra criticism of this as a promotional tactic.
In a press release organisers of the occasion stated: “The Prysm Media Group, wish to sincerely apologise to those that really feel upset about sure clothes worn by associates of exhibitors through the 2019 Enterprise Present.
“We wish to thank those that pointed this challenge out as this can be a nice alternative for us to raised our enterprise practices.”
The corporate in query, VLSA Ltd, paid the ladies £100 plus £20 bills for every of the 2 days, requiring them to put on branded clothes, distribute fliers and pose for images on the exhibition.
A spokesperson for the agency stated there had been no damaging response on the occasion.
Nonetheless, guests took to Twitter to query using sales space babes at a severe and inclusive enterprise exhibition, sharing images that impressed additional criticism from individuals who weren’t there.
Pavel Sisov, a director at VLSA, stated there had been no damaging suggestions on the occasion and that he was shocked to listen to individuals had questioned it on-line.
“We now have been extraordinarily busy with all of the curiosity the fashions introduced in with their smiles and well mannered perspective,” he advised the BBC, including that an organization on a close-by stall was so impressed by their success that it stated it deliberate to rent fashions for its subsequent present.
He additionally stated the time period sales space babes was disrespectful to the ladies he employed for the occasion. VLSA had initially marketed for “present women” at hand out fliers and pose for images.
There’s additionally debate over whether or not it truly works for the companies concerned as effectively.
Lee Ali, managing director of world exhibition firm Expo Stars Interactive, says this type of promotion can backfire for firms.
“If companies wish to get probably the most out of exhibitions, they’ve to maneuver away from outdated techniques like asking promotional workers to put on revealing outfits.
“It’s not solely sexist and inappropriate, it’s embarrassing and makes individuals actually uncomfortable.
“Fortunately, most companies that put money into exhibitions have moved away from this type of nonsense however you do nonetheless see the odd case.”