The great news was that around 40% with the exhibitors stood a trade exhibition video running. It had been inspiring that numerous exhibitors understood the power of video to quickly convey how many work. Made us feel warm and fuzzy inside.
The not so good news was that a lot of with the videos were absolutely appalling.
Why so appalling you may ask? Some were bad because they had no idea in the power production values in giving the proper impression for their marketplace. Others did not have any strategy whatsoever.
You will need a trade show video strategy
Most companies believe that playing their marketing video with a display is perhaps all there is certainly with it.
The principle intent behind an advertising and marketing video is usually to sell products or services. It talks about your reason for differentiation, the product works, how it may be used also it all fits in place with believable testimonials. It tells your business story in around 5-8 minutes.
This can be 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 and even multichannel audio for that ultimate viewing experience.
By comparison, the display video includes a difficult life. There are just seconds to get a person’s eye of weary passers-by. It must make itself heard from the din of the booming PA system. And it has to be interesting enough to keep people’s attention for longer than a couple of seconds, to ensure that messages get understood.
You are unable to expect the standard marketing video as a way to shine under these tough conditions.
So what can you do to produce your trade show video survive life inside the tough streets of the trade show?
Say it with titles
Expos are noisy places. Tend not to expect that folks are able to hear or concentrate on what your narrator has to say.
Switch the voiceover with clear titles that designate the proceedings. Men and women be being attentive at different times from the video, so be sure you have titles up always. Only communicate six clear messages or less.
Ensure it is upbeat
You merely have three seconds or less to get attention. Use exciting visuals, upbeat music and appealing titles. Not have the same shot running more than 5 seconds.
Choose music wisely. One video we saw featured loud heavy metal music. Not only did it sound truly awful, however the video content was mainly made up of happy snaps of staff ready their equipment. In the event it wasn’t bad enough, staff on the stand were too busy singing along to greet customers. This business would have done better by not showing their video.
Which brings me to my next point, blurry home cameras and shoddy still pictures make you look cheap. Avoid so that it is yourself, if you can’t ensure it is look like you didn’t. Viewers will probably be using an impression of the items kind of company you’re along with what to anticipate when you are performing business along with you by watching your video. An unhealthy quality video will turn people away.
Ensure that is stays short
Would certainly be kidding yourself if you think maybe that a person will expend seven minutes watching your video – all while standing up.
Keep the video to some length of four minutes or fewer. Make area surrounding your television screen inviting.
At Austech, several exhibitors had arranged little alcoves to observe their video. Comfy chairs were lay out, as well as a coffee table with mints.
Do what you can to present attendees the ability to watch your video. For instance, hiding your television screen behind the office and continually browsing front from it decreases the ability of one’s video to draw passers-by.
Trade event videos are specialised promotional tools that needs to be adapted to their unique environment.
This implies re-editing your marketing video. And prior to deciding to cry, ‘that sounds expensive’. Just remember that all it requires is often a re-cut of one’s footage. As a trade exhibition video is shorter as well as no voiceover, the price may be as few as 30-40% in the price of your original marketing presentation.
Trade exhibition success is about getting noticed and letting people discover how you’ll be able to solve their problem.
Make sure your video builds brand recognition, communicates everything you do, provides you with credibility and gets people looking to talk to you. Otherwise, you’re just squandering your marketing dollars.
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