Nimlok Tradepoints:
What Advertising Can Do for You

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.

Website: www.thetradeshowcoach.com