Does sex really sell?
Radio - Mar 4, 2010

We recently attended the Easyrider V-Twin Dealer Show in Cincinnati and the Dealernews International Powersport Dealer Expo in Indianapolis.  Both events had great web sites providing information on the event, information on hotels, vendors, etc.  On-line registration and payments simplified the attendee process.  Vendor maps and personalized show planning tools allowed attendees to customize their experience on-line prior to the show. Educational programs were available for dealers to attend on subjects such as: dealer news, sales, eCommerce and advertising.   

Vendors paid thousands of dollars to secure booths at these events.  Both shows had hundreds of vendors displaying products in attractive, professionally designed displays with the goal of allowing dealers to get up-close and personal with products.   Chrome and custom paint sparkled everywhere.  Carpet and padding lined the floors of each booth. Handouts, samples, and give-aways were plentiful.  Products were displayed and organized to draw people in.  Dealers were encouraged to examine and touch products, with some vendors even offering live demos of products.  Sales and marketing vendors promoted show specials and bargains to the thousands of dealers attending.

What is the story here you ask?  Here is my observation...as a woman business owner.  

Many dealers and attendees were women.  We all know that women now make up a large percentage of business owners and managers.  In fact, women riders make up ~25% motorcycle riders.  Most dealers and vendors attending these shows will write off show expenses as business expenses.  It is obvious the promoters have spent time trying to plan professional events (see above).  Why then, is it necessary or important for vendors to use scantily clad women, booth babes, to attract attention to their booth?  This isn't Sturgis.  As a woman, I'm really not interested in looking at other women.  I have a mirror.  Why are there no men in Speedos posing with women; wagging tail?  Are vendors unable to promote their own product usefulness without a distraction?  Are you selling product or tush? 

We know that workplace conduct training is required in most companies, with special attention paid to behaviors that could be viewed as inappropriate or sexual harassment.  Vendors, would these women be allowed to work in your office dressed as they were at the show?  I suspect someone in fishnet stockings with 'Pirates Booty' written across their shorts, and their booty hanging out, would be sent back to the ship to change clothes.  

So I ask you, if these women would not be allowed in your workplace, why are they in your booth at these shows?  What kind of business are you trying to promote?  Do you think bikers and nudity are synonymous?  I suggest you do your homework and learn about bikers.  Bikers are doctors, dentists, lawyers, managers, and professionals, some of them women.  What do you want us to take away from our experience at your booth?