Promotional model
A promotional model is a
Practice
While each model may not be directly employed by the company they represent, they can be trained to answer questions and provide customer feedback regarding products, services, and brand appeal. The responsibilities of the promotional model depend on the particular marketing campaign being carried out, and may include: increasing product awareness, providing product information, creating an association in the consumer's mind between the product or brand and a particular idea, and handing items to consumers, such as a sample of the product itself, a small gift, or printed information. Marketing campaigns that make use of promotional models may take place in retail stores or shopping malls, at trade shows, special promotional events, clubs, or even at outdoor public spaces. Promotional models may also be used as TV host/anchor for interviewing celebrities such as at film awards, sports events, etc. They are often planned at high traffic locations to reach as many consumers as possible, or at venues at which a particular type of target consumer is expected to be present.
Motorsports model
The motorsports scene often uses promo models as part of a
The models, referred as grid girls or pit/paddock girls in Europe, are very common in many series worldwide. In the United States, they are referred to as umbrella girls. Because of the manner of dress of these models, insurance companies regard the models as a safety hazard because of stringent dress codes imposed in the garage and pit areas by many sanctioning bodies; in New Jersey, the stringent dress codes effectively ban the models. In DTM and some other events, organizers have started to recruit male models as in startlines, mostly on female drivers' cars. The Korean term for a race queen is a racing model (레이싱모델). Racing models appear in motor shows and racing events.
In Japan, there is a phenomenon of race queens (レースクイーン) being often regarded as "
During the race queen bubble of the late 1980s to late 1990s, a top race queen in Japan could earn 500,000 yen over two days or at least 200,000 yen. In 1993, that salary was 100,000 yen. After the boom era, the market price of race queens fell to 20,000 to 30,000 yen over two days.[1][2]
Spokesmodel
"Spokesmodel" is a term used for a model who is employed to be associated with a specific
Trade show model
A trade show model (also known as a convention model,[6] trade show hostess,[6] booth companion,[7] or booth professional;[8] a term that has been used only in Japan is companion lady[9] but today more often used is event companion (イベントコンパニオン)) is an assistant that works with a company's sales representatives at a trade show exhibit, working on the floor space or a booth, and representing a company to attendees. Such models are used to draw in attendees and can provide them with basic information about product or services, and may be used to distribute marketing materials or gather customer information for future promotions. Attire and expected interactions vary depend on the nature of the show and on the image the company would like to portray, and they sometimes wear wardrobe that is particular to the company, product, or service represented.
Trade show models are typically not regular employees of the company, but are hired as they make a company's booth more visibly distinguishable from other booths with which it competes for attendee attention. If needed, they can explain or disseminate information on the company and its product and service, and can assist a company in handling a large number of attendees which the company might otherwise not have enough employees to accommodate, therefore increasing the number of sales or leads resulting from participation in the show. The models can be skilled at drawing attendees into the booth, engaging them in conversation, and at spurring interest in the product, service, or company.
Controversies
Trade shows
The slang term booth babe, coined in 1986,
The moniker "booth babe" is also controversial itself as it is considered offensive and degrading by some,[6][8] including trade show models themselves.[19][20][21] The term nevertheless continues to be often used by journalists and by the people opposed to the presence of the models they define as "booth babes".
Changing social and business standards have resulted in a decrease in the use of promotional models in trade shows,
The
In 2015, tube tops were among the items banned for booth staff at the RSA Conference, a major trade show/conference association, as part of dress codes that also informed booth staff not to wear minidresses or skintight bodysuits.[36] The previous practice of having barely-clothed booth staffers was seen as creating a culture in which women were seen as "eye-candy or as decorative objects or hypersexualized figures".[37]
Sports
After a round of talks with broadcasters, the Professional Darts Corporation announced on 27 January 2018 that it would discontinue the use of walk-on girls in darts tournaments. The decision has encountered a backlash from some fans, players and models.[38]
On 31 January 2018,
In a similar move, the traditional podium girls of cycling's Tour de France were removed and replaced with one male and one female host starting with the 2020 Tour de France.[42]
See also
- Celebrity branding
- National Football League Cheerleading
- Cosplay
- Influencer marketing
- Maid café
- Podium girl
- Pseudo-model
- Ring girl
- Video vixen
References
- ^ a b 高橋史門 (2019-02-23). "2日間のギャラは50万円!? 80年代後半から始まった"レースクイーン・バブル"は、こんなにスゴかった! | 特集". よみタイ (in Japanese). Retrieved 2020-12-18.
- ^ 高橋史門 (2019-03-24). "バブル崩壊、どこ吹く風。吉岡美穂など伝説のカリスマ・クイーンたちが明かす、2000年代"第二次黄金期"とは!? | 特集". よみタイ (in Japanese). Retrieved 2020-12-18.
- ^ "Spokesmodel | Define Spokesmodel at Dictionary.com". Dictionary.reference.com. Retrieved 18 June 2015.
- ^ "Spokesmodel | Definition of spokesmodel by Merriam-Webster". Merriam-webster.com. Retrieved 18 June 2015.
- ^ a b Feit, Daniel (21 June 2010). "E3 2010: In defense of booth babes". Venturebeat | GamesBeat. Retrieved 20 July 2014.
- ^ a b c d Fox, Zoe (12 January 2013). "CEA on 'Booth Babes': The Name Is the Problem". Mashable. Retrieved 20 July 2014.
- ^ Ashcraft, Brian (2 August 2012). "How China's biggest expo polices booth babes". Kotaku. Australia. Retrieved 21 July 2014.
- ^ a b Hardigree, Matt (30 November 2011). "New York Times adopts Jalopnik-coined term "Booth Professional"". Jalopnik. Gawker Media. Retrieved 21 July 2014.
- ^ "babes, beautiful babes". Arcade. No. #1. December 1998. p. 15.
- ^ a b c d Kelion, Leo (10 February 2013). "CES 'booth babe' guidelines revised but ban rejected". BBC News. Retrieved 20 July 2014.
- ^ "booth bunny". Word Spy. Retrieved 7 August 2015.
- ^ Citations::
- Albanesius, Chloe (11 January 2014). "The Booth Babes of CES 2014". PCMag | News & Opinion. Retrieved 21 July 2014.
- Gibbs, Mark (17 July 2014). "Testing the effectiveness of booth babes". Network World. Retrieved 21 July 2014.
- "The 100 hottest booth babes (Part 1)". GamesRadar. Archived from the original on 13 August 2014. Retrieved 21 July 2014.
- Carle, Chris (17 June 2011). "The 10 Hottest Booths at E3 - IGN". Uk.ign.com. Retrieved 21 July 2014.
- ^ Leray, Joseph (24 July 2009). "SDCC: EA to prostitute its booth babes for you, the customer". Destructoid. Archived from the original on 2009-07-27. Retrieved 20 July 2014.
- ^ McElroy, Griffin (26 July 2009). "Dante's Inferno team apologizes for 'Sin to Win' booth babe contest (blog)". Joystiq. Weblogs, Inc. Archived from the original on 2009-07-29. Retrieved 26 August 2013.
- ^ Ludwig, David (7 January 2013). "A Brief History of CES Booth Babes". The Wire. Retrieved 20 July 2014.
- ^ Other citations::
- Weissman, Jason (July 2009). "In Defense of 'booth babes' at E3 (sort of)". Gamerant.com. Retrieved 20 July 2014.
- Chipman, Bob "Moviebob" (20 August 2013). "In defense of "booth babes" (sort of)". Escapist Magazine | The Big Picture Video Gallery. Retrieved 20 July 2014.
- Hall, Steve (July 2009). "In defense of booth babes and why they're here to stay (blog)". Adrants. Adrants Publishing. Retrieved 20 July 2014.
- Mahan, Molly (18 July 2012). "Heroine addict: defending cosplay and (variably) the booth babe". Geekscape. Retrieved 20 July 2014.
- ^ Citations::
- Florence, Rab (3 October 2012). "Lost Humanity 15: Booth Babes". Eurogamer. Retrieved 26 August 2013.
- Mahdawi, Arwa. "Smart forks and booth babes at CES: the cutting edge of innovation | Comment is free". The Guardian. Retrieved 20 July 2014.
- ALLI (23 March 2012). "Surprise! I'm not a booth babe". xoJane. Archived from the original on 19 October 2017. Retrieved 20 July 2014.
- Blue, Violet (13 January 2012). "The CES 2012 booth babe problem". ZDNet. Retrieved 20 July 2014.
- The Week Staff. "Is it time for trade shows to banish 'booth babes'?". The Week. Retrieved 21 July 2014.
- ^ a b Gollom, Mark (17 January 2013). "'Booth babe' controversy continues to have legs". CBC News | World. Canada. Retrieved 21 July 2014.
- ^ a b c Silverstein, Jonathan (2 February 2006). "Sexy 'Booth Babes' Under Siege". ABC News. Retrieved 21 July 2014.
- ^ Peterson, Andrea (25 July 2013). "Here's what it's like to be a 'booth babe' at cybersecurity's biggest conference". The Washington Post. Retrieved 20 July 2014.
- ^ Fremling, Alicia (10 January 2014). "CES 2014: What it's like to be a "booth babe" at trade shows". Slate. Retrieved 20 July 2014.
- ^ Sorensen, Jean (February 21, 2011). ""Booth babes" fading from tradeshow floors". Journal of Commerce. Reed Elsevier inc. Archived from the original on 13 July 2011. Retrieved 19 February 2011.
- ^ Lees, Jennie (23 January 2006). "Censorship at E3 (blog)". Joystiq. Weblogs, Inc. Archived from the original on 6 February 2006. Retrieved 23 September 2022.
- ^ Glaister, Dan (16 May 2006). "Decline of the booth babe". The Guardian | World news. Retrieved 20 July 2014.
- ^ Cangeloso, Sal (13 May 2005). "Company takes stand against booth babes". Geek.com | xyzcomputing. Archived from the original on 10 August 2014. Retrieved 21 July 2014.
- ^ Terdiman, Daniel (23 March 2009). "Despite controversy, 'booth babes' still prowl E3". CNET News. Retrieved 21 July 2014.
- ^ Purchese, Robert (28 April 2009). "E3 Booth babes to return this year". Eurogamer. Retrieved 26 August 2013.
- ^ Matyszczyk, Chris (2 August 2012). "Gaming expo in China bans booth babes". CNET. Retrieved 21 July 2014.
- ^ Carter, Johnathan Grey. "Chinese gaming expo bans booth babes | The Escapist". Escapist Magazine. Retrieved 21 July 2014.
- ^ Rogers, Vaneta (22 July 2010). "Comic-Con wrestles with 'booth babe' controversy". Newsarama. Retrieved 21 July 2014.
- ^ junglist (24 July 2013). "So why were there booth babes at PAX Aus?". Kotaku. Australia. Retrieved 20 July 2014.
- ^ Staff writer. "PAX Prime - Seattle, WA Aug 29-Sep 1, 2014". Prime.paxsite.com. Retrieved 20 July 2014.
- ^ Rupert (3 October 2012). "Booth babes and the expo (forum message)". Eurogamer.net. Retrieved 26 August 2013.
- ^ Danzico, Matt (12 January 2012). "'Booth babes' stir controversy at 2012 CES". BBC News. Retrieved 20 July 2014.
- ^ Duhaime, Arielle (10 January 2014). "Why can't CES quit booth babes?". The Verge. Retrieved 20 July 2014.
- ^ Kerr, Dara (31 March 2015). "Scantily clad booth babes at tech trade shows get wardrobe check". www.cnet.com. CNET. Retrieved 22 April 2019.
RSA Conference follows other associations in writing new dress codes for its exhibitors. And that means no more tube tops, minidresses or bodysuits for women -- or men -- staffing their booths.
- ^ Kerr, Dara (31 March 2015). "Scantily clad booth babes at tech trade shows get wardrobe check". www.cnet.com. CNET. Retrieved 22 April 2019.
- ^ Staff writer (27 January 2018). "Darts: PDC to scrap walk-on girls after broadcaster talks". BBC Sport. Retrieved 31 January 2018.
- ^ de Menezes, Jack (31 January 2018). "Formula 1 to get rid of grid girls before grand prixs in response to darts ban". The Independent. Retrieved 31 January 2018.
- ^ Bhutia, Jigmey (3 February 2018). "Kelly Brook backs F1 grid girls with her throwback photos". International Business Times UK. Retrieved 4 February 2018. * Benson, Andrew (31 January 2018). "Formula 1: 'Grid girls' will not be used at races this season". BBC Sport. Retrieved 4 February 2018.
- ^ Benson, Andrew (5 February 2018). "Formula 1: 'Grid kids' to replace 'grid girls' from start of the season". BBC Sport. Retrieved 23 February 2018.
- ^ "No more 'podium girls' for Tour de France". cyclingnews.com. 2020-08-20. Retrieved 2023-04-24.
External links
- Media related to Promotional models at Wikimedia Commons