Tips for Trade Show Advertising

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
  • Differentiate
  • Direct actions
  • Provide assurance
  • Remind
  • 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.