Incorporating video into your trade show strategy
In the fast-paced world of trade shows, where attendees are bombarded with sights and sounds, capturing attention can be a challenge. Video can serve as your secret weapon to make your booth stand out and leave a lasting impression. Incorporating video into your trade show strategy can be a game-changer, drawing people in, conveying your message and helping with lead follow-up for an all-around boost to your marketing efforts.
Attracting attention
Imagine a trade show floor bustling with activity – booths decked out with banners and literature and staff eager to engage. Amidst this dynamic scene, a well-placed video acts like a billboard on a highway, grabbing attention in an instant. Unlike traditional videos that rely on sound, trade show booth videos serve as visual stimuli, delivering your message even in noisy environments. Movement, along with big, bold graphics and text capture attention swiftly, ensuring attendees quickly grasp your offerings.
While booth staff play a pivotal role in interactions, videos can act as attention-grabbing tools, giving your team a chance to initiate conversations. The key is to focus on concise messaging, showcasing new products, services, promotions or giveaways. These videos serve as conversation starters, inviting attendees to inquire further and dive into meaningful discussions.
Technical considerations
There’s nothing worse than investing in a video that doesn’t play. It’s worth paying for internet rather than relying solely on personal hotspots, as connectivity can be unpredictable in large halls. Also, collaborate with show electrical teams to ensure your setup meets voltage and outlet requirements.
Furthermore, think about choosing a monitor size that's visible from a distance without obstructing the booth's flow. Work with booth designers to ensure your video display complements the overall aesthetic.
Using video pre and post-show
The true power of video lies in its ability to create multiple touchpoints. Think about how to maximize engagement with video before and after the event.
Pre-show:
Leverage video before the event to connect with key contacts. A personalized introduction followed by a product/service preview video can generate anticipation and even lead to pre-scheduled meetings.
At the booth:
Capture on-the-fly video testimonials using your smartphone. For example, capturing authentic visitor reactions (with their permission) can make for great social media posts or future testimonials.
Follow ups:
Keep the conversation going post-event by sending personalized follow-up videos to potential leads. This unique approach can help you remain top-of-mind and distinguish your brand in crowded inboxes. You can also use footage of booth activity to create sizzle reels that highlight the buzz around your offerings. These reels serve as effective follow-up tools, reminding attendees of your brand's energy and impact even after the event concludes.
In the world of sales and marketing, consistency is key. The more often your brand appears in front of potential customers, the stronger your impact. With video's ability to convey messages succinctly and memorably, it becomes a versatile tool to maintain momentum from one trade show to the next.
Trade shows provide a unique platform for businesses to showcase their offerings and engage with a targeted audience. By incorporating video into your trade show strategy, you can tap into the power of motion to grab attention, spark conversations, and sustain engagement beyond the event's duration. From captivating visuals to personalized follow-ups, video proves to be an invaluable asset in making your brand memorable in a sea of booths. So, as you prepare for your next trade show, remember to harness the potential of video – a tool that can set your brand apart and leave a lasting impact on attendees.
Integrating video seamlessly into your trade show strategy requires careful planning and goal-setting. Consider the role each video will play – whether it's a product demo, showcasing specialized equipment, or introducing key personnel. If you need help developing your conference video strategy, ready out to us today!
To learn more, listen to or watch our podcast episode “Revolutionize Your Trade Show Game with Video” with special guest Jim Cermak, the host of Trade Show University.