The good thing was that around 40% of the exhibitors a trade show video running. It was inspiring that numerous exhibitors understood the effectiveness of video to quickly convey how their items work. Made us feel warm and fuzzy inside.
The bad news was that a lot of in the videos were absolutely appalling.
Why so appalling you may well ask? Some were bad because they was clueless that of the strength of production values in giving the correct impression with their audience. Others didn’t have any strategy whatsoever.
You want a trade event video strategy
Most companies believe playing their marketing video at a trade exhibition is there exists into it.
The principle intent behind a marketing video is usually to sell a service or product. It references your point of differentiation, that your product works, the way it works extremely well also it all fits in place with believable testimonials. It tells your business story in around 5-8 minutes.
That is perfectly ideal for showing your video in a peaceful and comfy area – just like an office or boardroom. Where you can find usually comfy seats as well as multichannel for the ultimate viewing experience.
In comparison, the display video includes a difficult life. It only has seconds to get the eye of weary passers-by. It has to make itself heard up against the din with the booming PA system. And contains to get interesting enough to keep people’s attention for more than a matter of seconds, to ensure messages get understood.
You can’t expect the standard marketing video as a way to shine under these tough conditions.
Exactly what can you do to create your display video survive life from the tough streets in the trade event?
Express it with titles
Expos are noisy places. Usually do not expect that men and women are able to hear or concentrate on what your narrator says.
Replace the voiceover with clear titles that designate the proceedings. Individuals will be jamming at different times within the video, so be sure you have titles up at all times. Only communicate six clear messages or less.
Allow it to be upbeat
You should only have three seconds or less to seize attention. Use exciting visuals, upbeat music and appealing titles. Lack the same shot running more than 5 seconds.
Choose music wisely. One video we got featured loud metal music. Not simply achieved it sound truly awful, nevertheless the video content was mainly comprised of happy snaps of staff ready their equipment. If that wasn’t bad enough, staff at the stand were too busy singing along to greet customers. This business might have done better by not showing their video.
That can bring me to my next point, blurry home cameras and shoddy still pictures make you look cheap. Avoid making it yourself, unless you can help it become look like you didn’t. Viewers will likely be left with an impact products kind of business you’re and just what can be expected when doing business with you by watching your video. An inadequate quality video will turn people away.
Ensure that is stays short
Choosing kidding yourself if you feel a thief will spend seven minutes watching your video – all while standing up.
Maintain the video with a length of four minutes or less. Increase the risk for small area around your television screen inviting.
At Austech, a couple of exhibitors had arranged little alcoves to observe their video. Comfy chairs were determined, as well as a table with mints.
Do what you are able to present attendees the opportunity to watch your video. As an example, hiding your television screen behind the office and continually standing in front of computer decreases the ability of one’s video to draw passers-by.
Trade exhibition videos are specialised promotional tools that needs to be adapted for their unique environment.
This calls for re-editing your marketing video. And before you decide to cry, ‘that sounds expensive’. Bare in mind that all it demands is a re-cut of the footage. As a trade exhibition video is shorter and needs no voiceover, the fee may be as few as 30-40% with the cost of your original marketing presentation.
Display success is focused on getting noticed and letting people understand how you are able to solve their problem.
Be sure that your video builds brand recognition, communicates that which you do, provides you with credibility and gets people wanting to speak with you. Otherwise, you’re just wasting your marketing dollars.
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