Grid girls… Who would have thought the subject of female promotional models could ignite so much passionate debate and heated controversy?

But they’ve hardly been out of the news in recent weeks, as spokespeople from both sides of the argument have waded in to have their say.

The furore, of course, followed Formula 1’s decision to ditch the longstanding tradition of female models lining the starting grid – just days after the Professional Darts Corporation announced the scrapping of ‘walk-on girls’ at its tournaments.

F1 bosses say they want to update aspects of the sport and feel the employment of grid girls ‘does not resonate with our brand values and clearly is at odds with modern day societal norms’.

Defenders of the practice have been quick to crusade the glamour they lent to the sport and models themselves have raised fears that other organisations will follow suit, resulting in thousands of young women losing their jobs.

Moving with the times

Whatever your view – harmless glamour or outdated sexism – the move by such influential sporting bodies reminds us of the need, in all sectors, to be in tune with your customers or audience and to reflect society’s changing tastes, standards and values.

But this recent headline-grabbing debate paints a rather one-dimensional picture of the role of such models. They, along with other kinds of promotional staff, can certainly be a valuable asset in the world of event management and marketing.

Adding value

So what can promotional staff add to your event?

A human face. Promotional representatives humanise your client’s brand, enabling potential customers to more easily identify with – and relate to – their products or services.
Customer engagement. They can provide a friendly welcome to visitors and generate enthusiasm and excitement at an event, creating a positive and engaging experience.
Increased sales. Such teams can boost sales by distributing marketing material, demonstrating products or explaining the benefits of your client’s services.
Cost savings. Employing locally-based promotional staff to support your client’s own representatives can reduce the number of company employees they need to free up, with the accompanying travel and accommodation costs, for an event.

Getting it right

It’s important to choose the right promotional staff for your event, so here are some crucial points to consider.

What image does your client want to portray – knowledgeable and professional, bubbly and engaging, or boy-next-door approachability?
What tasks will they be asked to carry out – handing out leaflets, explaining technical specifications or chatting to customers about their individual requirements?
Based on what their duties are, you will need to ensure they have the appropriate experience and expertise to fulfil their role.
Not only do the promotional staff need to be well briefed, but your client’s team needs to be up to speed with their role and how they will work together during the event.

So, whether you bemoan the demise of F1 grid girls or welcome it as a stride forward for equality, let’s not overlook the power of a friendly human face in helping to convey the messages your client wants to get across at their next open day, exhibition or product launch.