How to Integrate Video into Your Trade Show Exhibit

Video is a growing trend in all areas of marketing. If it’s not a part of your strategy already, it should be by the time you’re done reading this.

Let me toss you some numbers. 71% of consumers note that videos leave a good impression on a company. 96% of consumers think videos help when buying online. The number of online video viewers is predicted to double to 1.5 billion by 2016.

Convinced yet? You should be. Here are 5 tips for easily integrating video content into your trade show exhibit. Remember – a boring video is a boring video, no matter how, when, or why you use it. Creativity is the key.

Consider How You Want Your Videos Produced

Sometimes hiring a professional is the way to go. You’ll get a high definition picture, quality sound, and a polished final product delivered quickly. But in some cases, it’s not necessary. If you want a casual video showing a couple brief testimonials, all you need is an iPhone (just make sure you turn it sideways when you’re filming.) If you want a super simple slideshow, all you need is iMovie or Windows Movie Maker and a brief tutorial.

Make Your Videos Short

That is…most of the time. We live in an age where people can easily entertain themselves with 6 second Vine videos, 15 second Instagram videos, 30 second YouTube videos, and .GIF’s.

At a trade show, you only have a small window of time to capture a potential buyer. We call that quick message impact. Try to make your videos short and loop them. Make them upbeat. If they need to be longer (to give the viewer a lot of information, a brand story, etc.), that’s not necessarily a bad thing. The video just has to be interesting. Mix in B-Roll footage.

Provide Value

Your videos should always provide value; otherwise they’re just another distraction to your audience. Think about how you can connect with the viewer on a personal level…how can you make your videos turn a person from a potential buyer into a guaranteed buyer? How can you make these videos stand out from the rest of the videos in the room? What would you want to see if you were the customer?

Consider Streaming Video

Now, think about having video at your trade show exhibit in a completely different way. You can stream the trade show event to customers via YouTube Live. All they need to do is visit the YouTube link you share with them. You can even embed the streaming YouTube video on your site. Streaming works particularly well for showing off “next year’s products”, sharing helpful tips and tricks, and more.

Make a Video of the Event

Customers really are the voice of your brand. And a trade show is where you’ll really find your customers in one place. Consider making a video (or videos) of the event. Perhaps you want to capture some customer testimonials. Perhaps you want a video of the owner of your company talking to other businesses at the event. Whatever you decide, the finished product will be shareable with your social media audience, your site, and your e-mail marketing list.

Garth Gaetz is the owner of New World Case, Inc. Connect with him on .


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