The Folly of Eye Candy at Tech Conferences

Two weeks ago I attended a tech conference where I noticed that a growing trend had finally hit my doorstep. I can’t say I’m surprised, perhaps disappointed is a better word. Recently, attending SXSW, I’ve noticed that it’s becoming more and more prevalent. Again, nothing new. The concept of “eye candy” is not something that just started this year, it’s been a marketing tactic for brands for a number of years. For some it works, for others it just feels out of place.


The “eye candy” I speak of typically presents itself in the form of a scantily clad woman sharing her “goods” with the world as she attempts to get you to see something, hand something to you, or attract you to a booth, table, session, or vendor on the street. To say that these women are not attractive would be a lie (I am human after all), but the larger issue is the old tactics being used in a new industry, one still growing and looking to gain its footing as an accepted professional practice.

Already Enough Hurdles for New Media

New media already has enough barriers and hurdles to overcome without being attached to the cheap marketing tactics of a few knuckleheads that think breasts and backsides will seal the deal. Of course I can’t fault them entirely, there’s still a great many of us (men) who will blindly accept and follow the half dressed woman to wherever she wants us to go.

But here’s a big tip guys, and this comes from someone who researches the industry, notices trends and can appreciate creative marketing strategies, the world of technology is no longer a playground dominated by males. The days of selling tech, media, or any cool gadget to a lonely geek are over. Say hello to our female counterparts that are not taking the new media industry by storm.

Just in my short time at SXSW 2010, I’ve noticed the predominance of woman. Now I’d like to see some stats on attendance numbers, but I’m sure the gap has been closing year after year. The idea of using a half dressed woman to promote any product to an audience now including large numbers of women seems outdated, out of place, and out of your mind.

So here’s a message to Mr. Marketer, clean up your act if you go to a trade show, a conference, or you’re presenting on an expo floor. Leave the hot pants and tube tops at home and start thinking of creative ways to attract a mixed gender audience because I got a secret for ya, the women are here to stay.

Photo Credit Sergey Galyonkin