Monday, June 23, 2014

Post Infocomm Wrap-up Part the Third - The issue of Booth Babes and A Call to Arms

My Infocomm wrap-up will be in FOUR parts this time. Next part will be about technology. Before we get into that, I have something important to say - something about this show which bothers me. Read on.

Some of you who follow me on Twitter might have seen my hashtag #AVHallOfShame. It's one I use for the cringe-worthy AV moments; sloppy wiring, soundbars in places from which sound can't possibly carry to viewers, badly-sized or badly-placed displays, etc. This week I tagged Purelink's booth at Infocomm booth with AVHallOfShame, but it wasn't for the quality of their workmanship. I didn't even get close enough to look. What was my issue? Take a look at this, from their marketing email:



Yes, someone at Purelink thought that young women in the tightest, skimpiest outfits they could get away with was an appropriate and reasonable way to bring attention to their booth. (I'm not, perhaps, being entirely fair in singling out Purelink. KeyDigital's model in a backless Tardis dress wasn't much better, not were any number of models in short, tight dresses representing literally scores of manufacturers. Crestron continues to hire scantily clad models as living wayfinding signs to get the masses from one part of their party to the next. There are many examples. Purelink just stood out as the most egregious).  For all of the women in the industry - an industry in which women still need to fight for acceptance - it sends a message. That they remain outsiders. That no matter how hard they work, no matter how many find themselves in increasingly important roles, they will always be uninvited guests at somebody else's party. They will be tolerated because the law says that we have to tolerate them, but this is not their space and they aren't to forget it. It tells women that they're in a space run by men, for men.

It sends a message to men too. A message that this is our space which we needn't worry too much about sharing. That boys will be boys, that any complaints could be shrugged off with a frat-boy smirk. It says that we're welcome to make bawdy jokes, to use "sexy" exploitive video as test media. It says that it's OK to ignore the sensibilities of those who are different.

It says that this is a boys' club and that we're free to treat it that way.

It's also, at the end of the day, a waste of my time and yours. I don't want to have to get my badge scanned by some hired-for-the-day model in a short dress and high heels who probably didn't even know that the manufacturer whose booth she is manning existed a week ago. If a woman greets me at a booth, I want it to be someone like Penny Silter of Draper, Kristen Recker of ListenTech, or someone else who's learned the product, lived the product, and believes in it. Someone who can tell me something I don't know and someone who is there for the same reason as I am - because we care about the AV industry and want to share our knowledge. Not because we look good in a dress (and take my word for it -- I look marvelous in one).

For certain definitions of
"marvelous"


Towards the end of a day in which I grew increasingly annoyed by this issue I came to the Earthworks booth, only to be greeted by a woman in a skirt and uncomfortable-looking heels. Not wanting to do the "scan your badge-then let me find someone who even knows what this booth is about" dance again, I gave her the low-temperature scapula as I stalked into the booth looking for someone actually employed by Earthworks and not a modelling agency. The punchline, of course, is that there wasn't anyone else in the booth: the "model" I'd stalked past was, in fact, Megan Clifford, Earthworks' Director of Brand Marketing.  Oops.

We did get to chat about their new install mics and I, of course, offered an apology for being an AV oaf (should that be a new hashtag?). So much as I blame myself for jumping to conclusions, I also blame an industry which spent the previous day and a half delivering a message to me: the women in high heels are there for decoration. They aren't product experts but guns for hire, there to catch the eye of the straight males who make up the only part of the potential market about whom we seem to care.

When I tweeted this, Draper's twitter account responded with a sigh, and the question of "When will this end"? My answer - expanded from the 140 characters I was constrained to in the initial conversation - is that it will end when we decide to make it end. When those of us who are offended by it speak up and let everybody know that we're mad and let them know why. Let them know that, in the long term,  this is harmful to the women and men in our industry. That casual sexism should be just as shocking as casual racism would be. We're not there yet. We may not get there for a long time. Until we do, I call on you to stand with me, to speak up. If you don't, we'll stay where we are. 

This Infocomm I was too wrapped up in what Infocomm means to me to speak up at the time; I regret not saying this sooner, not saying this during the show. I'll close with a call to action, for all of you and for myself. To borrow the big-brotherish slogan from my city's own police department, if you see something, say something. Tweet it (others have used the hashtag #NotBuyingIt for similar issues. We can do the same). Blog it. Transmit it via compression waves generated from your larynx. Talk to your colleagues. Talk to the offenders. Be respectful, of course, but be strident. Be passionate. If you're a woman in the industry, stand up for yourself and the other women in our industry.  If you're a man, stand up for our sisters, let them know that they aren't alone and let the rest of us know that we won't stand for this behavior. 

When will this end? When we decide to end it.

Let's get to work.  

25 comments:

  1. Absolutely, Brother Suskin, Abso-freaking- loutely. I flatly reject any booth using 'Babes'.

    It is wrong for all the reasons you state and in addition leads me to believe that the company using them are either hiding something or have nothing of value to offer.

    I have to ask aloud if they really have no other creative thought for promoting products other than resorting to porn? Thanks but no thanks, I will find a company that markets on merit.





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  2. Leonard, Great post. This year marked my tenth InfoComm, and brought me right back to my first. This year, unlike the 8 before, I felt that at points I was just a distraction until one of my male counterparts freed up. I would be taking someone for a tour of our new products, and he would seem interested until asking a question to my colleague that, I can only assume, he didn't trust I could answer. To be honest, this only happened three times in three days- meaning the MAJORITY of the men I brought on a tour were ok with my skills. But the three stood out to me as a personal attack on my capabilities, and my ability to be as embedded in the industry as they are. Thank you for you acknowledgement that we are on even footing...no matter what the small minority thing.

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  3. Agreed! It's just awkward to have booth babes like that. That's the wrong kind of attention to be seeking at a tech trade show. Bill Whitlock is the type of "booth babe" we need to celebrate. I understand that could be misinterpreted. No I'm not attracted to Bill in that way, but people like him who are great teachers and knowledgeable AV pros should be the industry standard "booth babe" used to bring people over and start a conversation.

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  4. I'm a female tech and I find going to conventions full of gross and inappropriate marketing. No one has any idea about the products and booth babes ignore women, flat out. I will tell you that has happened year after year, and it is weird. I'm the decision maker, that's why I'm at the convention, and the best I can expect is a blasé greeting from a booth babe who scans my ID in and shoos me away. They will spend copious time and energy on enticing men into the booth, yet still have no clue about the products. It's the kind of mean girl thing I didn't expect in the tech world - booth babes with no tech skills treating me like some errant kid sister who is in the way of their faux flirting. I have stopped attending shows and conferences and now just call directly. I don't have time to be ignored, slighted, looked past or dismissed - I have million dollar budgets and gear to buy. For that, I get the details from the vendor site or from my tech reps. Conferences, for tech women, are just a hideous place to be further marginalized.

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    1. AGREE to a point! Rest assured, next InfoComm will have NO 'babes' manning the booths... As a professional in the industry for over 3o years, you attend conferences to update your skills and Network. If you wanted to see babes in booths to attract me to the booths you got something else coming, MR> VENDOR!! I As male, I find it offensive when you are with potential client (female) introducing them to InfoComm. So, gentlemen.. .encourage more females to a part of the team of AV professionals NOT 'Babes in hot pants"

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  5. Leonard, excellent post! I read an interesting post recently (can't remember where unfortunately) in which someone ran one booth with "booth babes" and another with company employees who understood the product. The non "babe" booth got better results, partially because the people who stopped were there for real info and hadn't been drawn in. I wonder what would happen if someone did a booth with the "babes" being scantily clad muscle men with no clue about the products?

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  6. PS this issue has become closer to my heart since becoming a dad. I say this not in a paternalistic, "man protecting girl" way, but as a way of saying it has helped me more quickly realize when things are stacked against someone I love for no reason other than her sex.

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    1. I understand. As much as I cringe at the idea of paternalistically "protecting" our daughters, I'll agree that having a daughter myself had put issues such as this one more on my radar.

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  7. Thanks George & Great article Leonard! I agree thoroughly. We've had wives & daughters of our team members (that have started working for us after husband having been with us for 20+ years) go to conventions and I could see the looks on their faces at the embarrassment of these "marketing" displays. It makes them uncomfortable, is inappropriate business conduct & sends the wrong message to the women whom surround and support us. In addition, when younger, my wife was asked by her agency to do a similar show. When they handed her the clothes she put them down and walked-away... completely (never modeled again). She HATES seeing these girls at the shows to the point where she stopped attending as it disgusted her to that degree. In her words, "I understand the attraction of beautiful girls but It would be completely different if they at least had the girls dress in something that is complementary but still appropriate". But even at that it holds-us back as a trade & is counterproductive to the evolution of our industry. Thank you for writing something about it and standing-up! Well Done Sir!

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  8. The US is not the center of the universe anymore. It's a big world out there and the US is only part of it whether you like it our not. This is appropriate behavior in many parts of the world and sometime it can be even more extreme. Their uniforms are no different than many waitress uniforms at local sports bars. So when they come to the US it is very possible that other cultures and businesses from other countries take this as being an acceptable way to do business. Don't forget these poor, under dressed girls are getting paid for it and no one is forcing them to do it. It's only a big deal when you make it a big deal. I don't hear anybody complaining about the cheerleader/dance squads at pro football and basketball games. They wear a lot less than these girls. Get over it and move on with your lives. Your starting to sound like old people. Your starting to sound like your parents.

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    1. Thank you for the response, and would thank you more had you addressed any off the actual points.. To clarify, my issue is but the idea that the models are being exploited, but that it sends a negative message to women in an industry which already tends to marginalize them. Look especially at Miixy's comment. Sexism art trade shows actually drive her away, add it did Dustin's wife.

      Just because it doesn't personally impact you doesn't mean that it isn't a problem.

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  9. This is absurd. Bring on the booth babes. When was the last time is guy went to a trade show for work. It's freakin miserable with all the guys around. Let the people have some fun and enjoy themselves. If it's distracting to you, than you're way too uptight. If you go there to learn, you spend most of your waking hours in a room filled with guys. Give me a little break with some eye candy when they get a chance to roam the show floor. If they are stupid enough to be fooled by the girls that the product is good

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    1. Seth, there are grown-ups who go to Infocomm for actual business reasons; my firm sent over twenty AV consultants from various offices through the country. Some met clients. Some looked for solutions for specific products. Some just went to learn. Afterwards we always have a roundtable to discuss what we got from the show.

      Before you dismiss this concern, read the comments from some of the women here who feel marginalized by this practice. DO you want fun? I'll give a positive example: the Vaddio booth had superheroes to mingle with the crowd and dressed all of their staff in rock-inspired T-shirts (AC/DC last year, the Dead this year). It was fun and a bit wacky, but remained inclusive.

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  10. What about the girls that pay their bills with these gigs? Why are you trying to wreck it for them? I find video mapping offensive! Fire all those vidiots! Pretty uncool, eh?

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    1. Steve, how many full time booth babes do you know? The argument is that booth babes are actually wrecking it for ACTUAL women in AV. You've got it backwards man.

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  11. To Steve Ferrera, Seth Jacoby and KD. Below is a response I posted to a similar discussion (on G+) on the use of nude models for the Autonomic show. I feel its points fit here.

    I am not impartial to some of your points. Owning one's sexuality is a powerful revelation. The arguments against its use as a marketing tool where one segment - in this case women - are clear. Even when the motivation it stems from may be of personal freedom, when unwanted or entrenches obstacles, it is still repressive. Period.

    Women in the CE industry are the largest growing demographic and are moving into roles of greater responsibility. When presented with these ‘Booth Babes’ it is read, clearly, by all as an objectification rather than acceptance. It is my reading of many in the industry that there is not a desire to include, for parity,” Booth Beefcake”. Neither gender gains anything at such shows from these attempts to use sex to sell. In fact it is not an attraction but rather a hindrance.

    As Leonard has expressed, they do not add anything to the conversation at hand, and only create an obstacle. I have had numerous well placed and industry savvy women on our podcasts bemoaning the fact that salesmen talk down to them or ogle them while not taking them seriously.

    Now, to your discussion of personal empowerment and control. I am by no means or measure what one could classify as ‘Church Lady Prude’. Having spent numerous years within the performance art community and a stint employed by the porn industry, (granted as a subcontractor providing illustrations and occasional AV support for live shows) I am no nudity neophyte. My experiences are, in part, why I support the endeavours of folks like +Cindy Gallop and her Make Love not Porn movement and business. (Cindy, by the way, has chimed in on the booth babe tactic as degrading - an individual who is a strong advocate for personal empowerment through sexuality has called what you are defending repugnant).

    I understand and can sympathize with your desire for Charlotte Perkins Gilmann as a member of the FKK utopia. Alas it is not appropriate and is repressive when used to demoralize and diminish women in an industry with too long a history of doing so.

    Being treated as a sexual object is not a gateway to success and in many ways is simply rebranding historical domestic economics. It is a replaying of ‘This clean Old Hat” as Howard Devoto put it.

    The arguments against are not an attempt to control you, as an individual, from expressing your joy at the human form. Rather it is a call for knowing when your personal proclivities interfere with others freedom to be free of it. Again this is not saying you are wrong for wanting it just as I am free to swing my fists about in the air, that is until your nose comes into contact.

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  12. I would have preferred a booth full of power outlets to a booth full of bunnies.

    Well, there WAS the Microsoft booth which was chock full of outlets and soccer fans, but nary an MS rep to be found.

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  13. Agreed. We can aim higher as an industry.

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  14. On another note- you tall folks can rock any article of clothing. I am all upper torso, no legs. Dress always fall flat on me.

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  15. Leonard -

    Interesting blog. It's a topic that has been debated over and over, and often over a beer or 2 at Infocomm and other shows I'm sure.

    At Altinex, we have a very conservative approach to "Booth babes". Whilst we do have to hire additional staff (typically for promotion handouts etc. but they also grasp some of our "Hot Products" sometimes!), our extra staff are both male and female. We also have a conservative dress code. A lot of this comes from the simple fact that we are more of a "family" business. We have people from 18-65 years of age on staff, both male and female. I always want to be proud of the effort we all put forward as a company. I'd hate to have to explain to one of any of older employees why we had someone on the booth that was dressed like a hooker. Just not our thing.

    Thanks for putting this out there.

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  16. I think both sides of the story make valid points but I do not think it is hurting anyone to have these booth babes as long as they know what company they are representing and are knowledgeable to at least lead us to the correct person to say the least. I admit I did take a picture for myself with these girls and they also answered any questions which directed me to one of their staffs and received all the answers I had. I felt it was something fun and entertaining to check out after going to so many booths that were old and boring. These girls gave a lot of energy and I understand it is part of their profession so I respect what they do rather than look at them the wrong way. This topic will probably go on for years but I think its a generation where it should be understood.

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    1. At least you're smart enough to reply anonymously.

      If you read the post and comments, you'll see that there are ways in which this DOES hurt the women in the industry. I'll also add that if you find it "fun" as a heterosexual male, you need to understand that the industry is not solely comprised of heterosexual males, nor should they be the only people whose potential reactions are considered.

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  17. Sorry guys, I dont get it. What is more offensive to a woman: People looking at a booth babe, who is dressed and paid for being looked at
    OR
    the assumption, that every woman on the Infocomm show floor with higher heels than 2" is just a booth babe?
    Considering that the oldes of all trades does have its highest season during conventions the whole discussion is some sort of childish to me.
    However, maybe Europeans dont get this political correctness thing at all...
    IMHO Cheerleader look alike booth babes do look as stupid as exhibitors dress up as doctors or cowboys and I dont think that a majority of WOMEN in our industry do have a big problem with it.

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    1. If you don't get it, read the comments - particularly of women who feel driven away from our industry because of pervasive sexism.

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  18. I am dismayed that anything in this post could be considered controversial or irrelevant at this stage of the game. The fact that there are still people who deny that there is a problem is a big part of the problem.

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