Advertising is an important aspect of the promotional mix that can be used to do many things, including:
- Create awareness or interest
- Transmit information
- Encourage understanding
- Alter perceptions or attitudes
- Direct actions
- Provide assurance
- Give reasons for buying
- Generate inquiries
Ultimately, its role is to sell your products or services.
The primary purpose of advertising your participation at a tradeshow is to persuade attendees to visit your booth.
To create this appeal, your message needs to CHARM:
C Convince visitors your product or service is beneficial.
H Help save time and money.
A Appeal to attendees? emotions or needs
R Reward their actions
M Be Memorable
Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, working with exhibitors and meeting & event planners to improve their event success through coaching, consulting and training.