No major entertainment trade show is anything without the addition of the obligatory brand model referred to by many as the "Booth Babe". However stupid or pointless some may think it to be it certainly raises attention be it positive or negative.
Booth Babes increase product awareness and make it more approachable to extract information. Certainly, in the days that we were present at CeBIT those brands that did have Booth Babes had promotions running, giving out gifts and generally creating massive crowds. I can tell you that there weren't as many ladies floating about compared to previous years but those that were there generated a lot of fun and of course eye candy!