“The quality of the product is inversely proportional to the brand ambassador’s bust measurement.”
Vosper dislaims it now, but I’m almost certain I’ve seen bike marketing guru Rick Vosper write something along those lines.
Like any rule, this one isn’t universally true, but models dressed like strippers and hookers in front of your booth handing out lollipops seems like a desperation move. I’d be lying if I told you I turn my noses up at these models (they’re often very attractive), and I’ve met interesting and reasonably knowledgeable people who are hired as brand ambassadors, but they can be a distraction if there’s something worthwhile to look at behind the curtain.
There’s been quite a bit of discussion online following Elly Blue’s bike test of women and marketing in the bicycle industry. Melyssa expands a lot more on the bikey Bechdel test at CYLRAB — is the woman in the ad or at the booth just to draw male attention? Did I put “booth babe” in the title to score search marketing points and maybe get your attention from Twitter?
Lovely Bicycle notes the Bikes Belong poster of a woman in heels and flowing dress probably passes the “bike test” on technical grounds, but suggests it still comes across as a little bit objectifying.