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BOOTH STAFF/TALENT

Spotlight on Booth Talent: YOU’VE COME A LONG WAY, BABY BY CYNTHYA PORTER

32 November/December 2018 Exhibit City News

One needn’t look far into history books to find the ubiquitous “booth babe” of tradeshows past, as the practice of draping products with beautiful, usually scantily clad women was de rigeur for shows of virtually every kind for at least four decades. But talent agency professionals say those days are largely gone— at least the half-naked part—because exhibit managers are finding that today it takes a lot more than sex appeal to sell products. What’s more, there is a new reality in the tradeshow world: The rise of women in the ranks of most industries may sometimes work against booths sporting babes as much as it may have helped in years gone by.

To be fair, beauty is still in high demand on the show floor, and agencies still have catalogues full of perfectly polished smiles and expertly coiffed hair. However, what’s different is that a competitive resume today needs to contain a lot more than a pretty photo and a bra size. “When I started out in this industry as a tradeshow model 40 years ago, models were always females selected and hired on their beauty and body measurements, and the majority of the bookings required the models to wear bathing suits, shorts or short dresses and very high heels,” says Jerrie Williams, owner of the talent firm J. Williams Agency. Williams said the modeling industry started to make a gradual turn decades ago

Profile for Exhibit City News

Exhibit City News - November/December 2018  

Booth Talent, Swan and Dolphin, Millennial Marketing, New Orleans Spotlight. Celebrating 24 years of covering tradeshows, events and experie...

Exhibit City News - November/December 2018  

Booth Talent, Swan and Dolphin, Millennial Marketing, New Orleans Spotlight. Celebrating 24 years of covering tradeshows, events and experie...