BEER DRINKIN’ WOMAN

If you’ve been following my musings for any time at all, you have probably already heard my thoughts about trade shows. I think they are great, especially if you have a strategy and goal for the event, as well as an understanding of how to make your display open and inviting.

Yesterday, I attended a showcase event and saw the usual offenses at several booths: some people behind the table instead of in front of it, some tables without a strategy for collecting business cards, some eating at the table instead of talking with attendees, and so on.

But there was one sight that topped them all. At a table for one of those insurance companies (one that is known nation-wide) was something I have never seen before during a trade show: a young woman with a long-neck bottle of Budweiser in her hand and, frequently, to her lips.

Hey, if they were promoting a cowgirl’s bar or a down-home BBQ joint, I would understand the marketing appeal of a beer drinkin’ woman at the table. But these folks were trying to sell insurance to business owners and corporate decision-makers.

I assure you I am not naïve enough to think people don’t drink. But when you are selling, you shouldn’t be drinking.

Why not?

For the same reason I don’t use suggestive or ‘adult-only’ humor in a speaking presentation: why risk alienating a prospect, or doing anything that could distract a potential customer from hearing your message?

Comments

[Florian]

Cheers. Hard to believe but surely true: I made similar experiences throughout 20 years of fair business.
It will be even harder to erase that impression from your memory and the memories of other suprised fair visitors.