The good thing was that around 40% of the exhibitors stood a display video running. It was inspiring that lots of exhibitors understood the potency of video to quickly convey how their products work. Made us feel warm and fuzzy inside.
The not so good news was that a majority of in the videos were absolutely appalling.
Why so appalling i hear you ask? Some were bad because they had no idea about from the power of production values in giving the best impression with their target market. Others didn’t have any strategy whatsoever.
You’ll need a trade event video strategy
Many organisations feel that playing their marketing video in a trade show is perhaps all there is for it.
The key purpose of a marketing video is usually to sell services or products. It references your point of differentiation, the way your product works, how it may be used plus it all comes together with believable testimonials. It tells your business story in around 5-8 minutes.
This really is perfectly suited to showing your video within a peaceful and cozy area – just like an office or boardroom. Where you can find usually comfy seats as well as multichannel surround sound for your ultimate viewing experience.
By comparison, the trade show video includes a difficult life. There are just seconds to post the eye of weary passers-by. It requires to make itself heard against the din of the booming PA system. And contains to be interesting enough to keep people’s attention more than a matter of seconds, to ensure messages get understood.
You are unable to expect the regular marketing video to be able to shine under these tough conditions.
What / things you are doing to generate your display video survive life in the tough streets with the trade exhibition?
Voice it out with titles
Expos are noisy places. Don’t expect that folks will be able to hear or concentrate on what your narrator says.
Replace the voiceover with clear titles that explain what is going on. People will be jamming at different times inside the video, so make certain you have titles up all the time. Only communicate six clear messages or fewer.
Make it upbeat
You merely have three seconds or fewer to grab attention. Use exciting visuals, upbeat music and appealing titles. Do not have the same shot running for longer than 5 seconds.
Choose music wisely. One video we saw featured loud heavy metal music. Not merely made it happen sound truly awful, but the video content was mainly consisting of happy snaps of staff ready their equipment. If that wasn’t bad enough, staff with the stand were too busy singing along to greet customers. This provider would’ve done better by not showing their video.
That literally brings me to my next point, blurry home cameras and shoddy still pictures cause you to look cheap. Avoid rendering it yourself, unless you can help it become appear to be you didn’t. Viewers will likely be using an impression products kind of company you might be as well as what to anticipate when performing business with you by watching your video. A poor quality video will turn people away.
Keep it short
You would be kidding yourself if you think maybe that somebody will spend seven minutes watching your video – all while upright.
Keep the video into a period of four minutes or fewer. Increase the risk for space around your television screen inviting.
At Austech, several exhibitors had arranged little alcoves to watch their video. Comfy chairs were set out, and a table with mints.
Do what you could to give attendees the opportunity be careful about your video. By way of example, hiding your television screen behind the office and continually standing in front of it decreases the ability of the video to get passers-by.
Trade event videos are specialised promotional tools that must definitely be adapted for their unique environment.
This implies re-editing your marketing video. And when you cry, ‘that sounds expensive’. Keep in mind that every it calls for is often a re-cut of one’s footage. Being a trade event video is shorter and requirements no voiceover, the charge may be as low as 30-40% with the expense of your original marketing presentation.
Trade event success is focused on getting noticed and letting people recognize how it is possible to solve their problem.
Be sure that your video builds brand recognition, communicates what you do, provides you with credibility and gets people planning to talk with you. Otherwise, you’re just wasting your marketing dollars.
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