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Yesterday The Daily Mail reported on the ICE gaming event which is currently taking place at London’s Excel Arena. This is the biggest event in Europe and the second biggest in the world with over 30,000 attendees. The issue being raised is sexism within the industry. The event has come under fire from the gambling regulator and has reopened the row over hiring scantily clad promotional hostesses.As a woman within the industry, I agree promotional hostesses should be wearing more than a swimsuit and a lot do. But the few companies that decide to promote their brand on such scantily clad hostesses, should rethink their decisions and actions. There are hundreds of promotional hostesses at these events and I don’t think this should stop, it provides work for many individuals. I do however, believe they need more clothes on. When women wear next to nothing at these events, unlike how the Daily Mail have portrayed events. Most people actually feel uncomfortable, the women and decent guys that is. You’ll spot a dirty old man talking to the poor hostess, VILE! That’s what shouldn’t happen. The Daily Mail and Gambling Commission have also criticised the presence of cheerleaders. Personally, I have to disagree with that call. I think the cheerleaders are fun and they’re actually wearing clothes. I do strongly agree, that when promotional hostesses wear so little, it doesn’t help our course as women within a professional environment. They really should be wearing more. Sexism can occur, just like any industry around the world. And just like other industry the best way to eradicate sexism within the workplace is to have more women in higher, decision making positions. Over the years, more women have entered the industry. When I first started it felt like there was only a few of us. But now things are definitely starting to even out. We just need more women higher up the chain.
Successful Women within Gambling
It’s not all gloom and doom for women in the gaming industry. Here’s a great example for you, Bet365 is officially the biggest gambling site in the world with over 19 million customers and in two hundred countries. Not forgetting the 3,000 plus employees making it the largest employer in Stoke-On-Trent, Staffordshire. Guess who’s sitting at the top, Denise Coates. She’s credited for spearheading the success of Bet365. From buying the domain to spending many, many long hours in a porta cabin in the early days, to get the company up and running. Denise Coates is a owner along with her father Peter Coates and brother John Coates.
The Future of Promotional Hostesses at Events
I really hope industry conferences and events discontinues to use scantily clad women. Promotional hostesses wearing a normal amount of clothing can still do the job and send out a better message.By the way, if you’re thinking scantily clad promotional hostesses are glamorous and somehow leads to better awareness and business opportunities. It doesn’t, you’re just displaying that your company is sleazy and those behind it are sly.
Successful Promotional Hostesses
A few years ago, I ran a promotion in a shopping centre for a well known bingo brand. I hired two promotional models and they did a superb job with brand awareness and interacting with the public. To the point members of the public we’re coming up to our stand and asking questions, mostly women, I’d like to add. The shopping centre also loved the feedback from shoppers and invited us back to run our promotion. This was a big deal when you work within gambling, the shopping centre was really dubious about allowing the promotion in the first place. Guess what the girls were wearing, a simple scoop neck (not low cut at all) white T-shirt with the brand logo printed on the front and back of the top and white jeans. To the girls surprise and mine, a few shoppers we’re asking about their outfits and commenting on how much they loved it. The girls were also wearing white flat pumps, so they could stay happy and energised throughout the day. The fact they were wearing one colour from head to toe, made them stand out. Because the girls were comfortable they were able to stay energised and interact with everyone so well. Also because they were fully clothed they were approachable, which is a huge factor. And that’s how you do brand awareness with promotional hostesses!