Aristotle, the Greek philosopher at the forefront of the Western approach to communication, theorized that each argument was founded upon three appeals: pathos, ethos, and logos. This concept still rings true today, and it is the foundation to every strong marketing campaign.

The first of the three appeals is logos, which is the logic of the message or messaging. For exhibitors and marketing professionals, this prompts a fairly simple question: “Will this message make sense to my target audience?” The context and aesthetic should add up in the audience’s head, ultimately driving them toward an action item.

While ethos is often referred to as ethics, but we prefer to think of it as the sum of the experience, knowledge and skills. In other words, what is your organization about? The goal is to reduce the perceived risk of your product or service by reiterating credibility and consistency. One of the most effective ways to capitalize on the ethos component of your message is to incorporate customer testimonials.

Lastly, pathos is an appeal to the emotions. When your target audience reads or sees your message, will they feel it? Their reaction to the message will draw them in further, making the campaign more effective.

With experiential marketing, it is especially important that your message is consistent from the moment a client sees your pre-show advertising to the moment they pass by your booth on the show floor. It should even ring true in all follow-up communications! Proper use of the three appeals will ensure your message is well understood by prospective clients. With Aristotle’s approach, they will trust your brand based on the messaging, and be driven to action based on how they react to the campaign.

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Andrew Swyers

Andrew is a highly-skilled marketing & advertising professional that has been in the trade show and event industry for over 7 years.

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