'Sexi' promotion rolls on high heels

 Hasani Walters, Gleaner Writer

Female charm has its advantages - many advantages. Some women effectively capitalise on it, dispensing in moderation, others choose not to, while some shoot for the planets and their moons with heavy charm dosages.

Count the ladies of Sexy Feet Promotion which is promoting Sexi-Heels Edition at Strawberry Wild, 38B Hagley Park Road, among those not averse to utilising their innate advantage.

However Sexi promoter Rosemarie Richards, while acknowledging the power of feminine charm to attract patrons to an event, also outlined other key elements to the event's promotion.

"We have a promotion team which includes about five ladies along with myself and what we do is go to several different events. So for one night, we go to like four events. So you know on a Monday night there's Uptown Mondays and there's Suzie's, among the other events," Richards said. The attire of the promotional models is one of the most important factors, because the more physically attractive the woman is, the stonger the possibility of prospective patrons taking an interest in the event.

With that in mind, Richards said "what we do is we make some nicely crafted merinos with our party information on it. Apart from the shirts we also have the ladies in some really impy skimpy bottoms, with our names attached to the back and front parts."

approach

It seems a beauty without the brains will not make the cut however, as Richards added "these ladies have to look good, they have to know about the promotion that they are doing and they have to be polite. Once they touch the road and somebody approaches them, they know exactly what to say about the event and even if nobody approaches them they should approach people and give them the flyer. We never go on the streets without our flyers; our flyers have all the info."

The Sexi promotion team even goes the extra mile to ensure that they win over the minds of their market. They often collect BlackBerry PIN and telephone numbers and then send reminders of the party. "If we have their information, we can always keep in touch with them. They might forget about us, throw away the flyer or they might misplace them. We have them at our fingertips, so we can remind them. When we send the texts, they respond by saying yes, we know about it and we ago deh deh," Richards said.

Richards is confident, too, that the 'sexy' name of the event has its own pulling power.

"The name alone sells the party, because everybody is interested in Sexy. And with this being the heels edition, knowing that the ladies will be in their heels and at a party called Sexi, that alone sells the party, but we have to do added things to make sure," she said.

"I know and we believe that it's working and we'll see Saturday (tomorrow) whether or not it works," said an optimistic sounding Richard of her 'sexi' promotional methods.