Sex Sells… Or Does It?性别卖...或不是吗？

Three Powerful Reasons You Need To Check Out Michael's Traffic Videos 三种功能强大的理由，您需要检查了迈克尔的交通视频
* Simple (yet cunning) techniques that get your site on the map as fast as humanly possible and send masses of hungry buyers to your pages *简单（但狡猾的）技术，让您的网站在地图上快人的可能和发送饿了群众的买家到您的网页

Article source: http://marketing.about.com/ . 文章来源： http://marketing.about.com/ 。 Used with author's permission. 用作者的许可。

Which of the following do you expect to see on the trade show floor:以下哪项你希望看到的贸易展区：

A) A high-tech video display, showcasing exciting new products a ）在高科技视频显示，展示了令人振奋的新产品

B) Signs directing you to a mini-seminar taught by industry experts乙类）标志您定向到一个小型的研讨会，教导业界专家

C) A scantily-clad blonde bombshell, handing out brochures c ）在暴露铺就的金色重磅炸弹，发放宣传手册

A and B won't surprise anyone, but increasingly, we're seeing more and more of C. A和B将任何人都不会感到惊讶，但越来越多，我们看到越来越多的角

After all, sex sells.毕竟，性销售。 It's one of those marketing 'facts' that everybody knows.这是这些营销'事实'大家都知道。 Certainly the media reinforces this idea, bombarding us with dozens of scantily-clad women in every possible commercial outlet, hawking everything from light beer to garden tractors.当然，媒体加强了这个想法，轰炸我们几十暴露铺就的妇女在一切可能的商业渠道，小贩从轻啤酒花园拖拉机。 All these high-priced ad executives must believe using gorgeous models to promote their products works.所有这些高价位的广告经理必须相信用华丽的模式，以促进其产品的工程。

On the trade show, too often this translates into go-go dancers and supermodels lounging in the aisle.在贸易展，这往往转化为投机性投资和超级舞者躺在过道中。 They get attention, certainly - I've seen throngs of men gather around these booths - but does this attention translate into sales?他们得到的关注，当然-我已经看到成群的男人围着这些摊位-但这种注意转化为销售？ Does erotic enticement equal exhibiting success?难道色情引诱平等参展成功？

It might - but only if you recognize that using sexually appealing spokespeople to attract attention to your exhibit is one component in a cohesive, coherent marketing strategy.它可能-但如果你只认识到使用性吸引力的代言人，以吸引注意您的展览是一个组成部分，有凝聚力的，一致的营销战略。 Booth babes, as they're known, are more than just 'eye candy'.展台宝贝，因为他们知道，以上只是'糖果眼' 。 They should have a clear, defined role in your marketing plan.他们应该有一个明确的界定作用，您的营销计划。

Additionally, it is imperative that companies use this particular strategy very, very carefully.此外，当务之急是，公司利用这一特殊的战略非常，非常仔细。 It's not right for everyone.这不是每个人的权利。 There are a number of factors to consider, including what type of product or service you're promoting, your corporate image, and current or future branding plans.还有一些因素需要考虑，包括什么类型的产品或服务促进您，您的企业形象，以及目前或未来的品牌推广计划。 You also must take into account where you are exhibiting.您还必须考虑到你在哪里展出。 What might get you thrown into jail in Paducah would be par for the course in Tokyo.怎么可能让你扔进监狱中帕迪尤卡将杆的球场在东京举行。

The Japanese have completely incorporated booth babes into their marketing culture.日本已完全纳入到展台宝贝的营销文化。 It is taken for granted that the automobile and hi-tech industry, for example, will use attractive women to draw the crowds.这是想当然地认为，汽车和高科技产业，例如，将利用美色提请人群。 It's considered the first step to developing a relationship with a new customer, both by attracting his attention and showing a willingness to deliver what he wants and expects.这是考虑的第一步发展中国家关系的新客户，同时吸引了他的注意，并表现出愿意提供什么，他希望和期待。

However, business in America and Europe is not as heavily male-dominated as it is in Japan.然而，企业在北美和欧洲是不为重男性占主导地位的，因为它是在日本。 More and more women are assuming higher levels of power and prominence within the corporate world, and they may be 'turned off' of your company by the sight of a marketing ploy that blatantly objectifies women.越来越多的妇女承担更高层次的权力和突出的企业世界，他们可能是'关闭'贵公司所忽视的营销策略是公然objectifies妇女。 This can be true even if your products and services are bought and used primarily by men.这可能是真实的，即使你的产品和服务的购买和使用的主要是男性。 You might be surprised by the female influence in the most testerone-laden industries.你可能惊讶的女性影响最睾酮，载货产业。 Using booth babes is definitely a risk.利用展台宝贝肯定是一个风险。

Is it a risk without rewards?这是一个没有回报的风险？

Again, it depends on your goals.再次，它取决于你的目标。 If you are using your time at the trade show to introduce a new product, for example, and simply want to attract lots of people and press informational literature into their hands, a booth babe might work.如果您使用的时间在展会推出的新产品，例如，只是想吸引许多人及新闻信息文学纳入其手中，展位宝贝可能的工作。 Of course, you're running the danger of attendees remembering the buxom brunette and forgetting your company's name…but you'll have handed out a lot of brochures.当然，您正在运行的危险，参加纪念丰满布鲁内特忘记您公司的名称...但你得交给了大量的小册子。

You may be able to retain booth babe talent skilled at 'pre-screening' attendees and gracefully directing qualified visitors to speak with your sales staff.您可以保留展位宝贝技能人才在'预检'参观者和引导合格的优雅访问者与您的销售人员。 However, talent like this is hard to find.然而，这样的人才是很难找到的。 If your goal for the trade show includes engaging attendees in meaningful conversation in order to determine their wants and needs, thereby beginning a business relationship, using less than superlative booth babes may actually impair your booth staff's performance.如果您的目标的贸易展与会者包括从事有意义的对话，以确定他们的需求和欲望，从而开始了业务关系，使用不到高级展位宝贝可能会损害您的展台工作人员的业绩。 They are distracting, and will attract far too many people who have no interest in your products or services.他们的注意力，并会吸引太多的人谁没有兴趣在您的产品或服务。

Every company has an image.每家公司有一个形象。 This image might be high-tech and edgy, or old school conservative.此图片可能是高科技和前卫，或老学校的保守。 It speaks volumes about the company, and is a valuable intangible asset.这意味深长的公司，而且是一种宝贵的无形资产。 You'll want to be careful before playing 'Beauty and the Brand'.您要小心面前玩'美的品牌。

What does hiring booth babes do to a company's image?什么招聘展位宝贝做一个公司的形象呢？ In some cases, it enhances it.在某些情况下，提高了它。 Could you imagine Playboy Enterprises on the trade show floor without the trademark Bunnies?你能想象花花公子企业在贸易展区的商标兔子？ St. Pauli's Brewery has made the curvaceous blond St. Pauli Girl a central part of their marketing plan.圣保利的啤酒厂已曲线圣保利金发女孩的一个重要组成部分的营销计划。 In each instance, having appropriate representation at a trade show would be completely appropriate and reinforce the brand's image.在每一种情况中，有适当名额的代表在贸易展将完全适当和加强品牌的形象。

On the other hand, Merrill Lynch doesn't need booth babes.另一方面，美林证券并不需要展台宝贝。 There's nothing inherently sexy about investment banking - and more importantly, would you want the financial services of a company represented by string bikini wearing party girls?没有什么本质上性感的投资银行-更重要的是，将您想要的金融服务公司为代表的一系列党的穿着比基尼的女孩？ The disconnect is immediately apparent.在断开是不清楚。

Many companies fail to think this through.许多公司认为没有通过。 Before you decide to hire booth babes, ask yourself, "How does this strategy reflect the image I want people to have of my company?"在你决定租用展位宝贝，请问问自己， “如何体现这一战略的形象我希望人们能有我的公司？ ” Remember, many people view booth babes as an extension of a cheap and tawdry marketing plan.请记住，许多人认为展台宝贝的延伸廉价和俗气的营销计划。 If this clearly and positively mirrors the image you want to project, by all means, have booth babes.如果这显然和积极的形象镜子要项目，采用一切手段，有摊位宝贝。 However, the other 95% of the marketplace may want to rethink their decision.然而，其他95 ％的市场可能要重新考虑其决定。

There are many, many other creative, appropriate ways to attract attendees to your exhibit.还有许多，许多其他创造性的，适当的方式来吸引参观者的展览。 People have come to the trade show looking for new products and ideas, and more importantly, solutions to their problems and challenges.人们来到展会寻找新的产品和理念，更重要的是，解决他们的问题和挑战。 Concentrate on giving them that, and you'll have more satisfied customers than any booth babe can deliver!专注于给他们，你就会有更多的客户满意度比任何展台宝贝可以提供！

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