Step into a booth at any trade show, any industry, in any city, and you’ll likely find one common confusing thread; Pointless Videos. Costly graphics and media assets are meant to grab attention, engage the viewer, and divert them toward deeper interaction. Too often the optimistic strategy fails, and for one simple reason: A trade show isn’t a television show. Heady, I know, but bear with me.
Sitting at home on your sofa, popcorn on your lap and arm around the one you love, your focus is singular and unchallenged; the commercial breaks you endure are metrically designed for the viewer share you most likely represent, and the message comes at you unopposed, in short, manageable bites as you stare at the monitor waiting for the next 7-minute segment of The Walking Dead.
In contrast, a trade show floor bombards every potential viewer equally, with random unspecialized content thrown in a scattershot wave of highly competitive noise. Most trade show videos go unnoticed or ignored as you walk by at 3-4 miles per hour on your way to the next speaker session, coffee break, or giveaway opportunity.
Regardless of the price to produce, most live event videos are budget drainers, randomly heaped into vendor booths, dull and self-aggrandizing, built more for bragging rights than increased business opportunities.
There is a better way
Your video can stand out and do the job it’s designed to do, on a reasonable budget that actually pays off rather than deflating ROI. Developing the right video for your venue and audiences will reach more people, with better results, and can be leveraged again and again. The trick is to partner with the right writer, producer, and editor that specialize in trade show and event video assets.
Knowing how to create video for your trade show audience is a specialized skill, one only offered by those who spend their careers in the corporate events sector they produce for. A producer working trade shows each week of the year, who understands the unique and trying atmosphere of crowded conferences makes your best video production partner to deliver success for your investment – on time and within your budget.
Who is your video meant to speak to?
An expert live event media producer will ask focused questions to assess the purpose for the asset and reasonable goals it’s designed to achieve.
These questions and more are only asked by the most seasoned and specialized media writers and producers, the ones who recognize how to build content for the environment the asset will serve.
Many typical questions are missing from that list
Questions asked by non-specialized, generic producers typically include
These are all clues you’re working with the wrong production partner. Focusing on specific products or statistics can be important when speaking at a press conference or to a prospect in your booth viewing a demo, but not in a general use video designed to engage and inspire initial interest.
Partner with purpose for maximum payoff
Most video houses try to be all things to all people, jumping from churn-n-burn one-offs to costly overproduced products designed more to show off their skills than to achieve strong ROI for the client. Partnering with a specialist in the trade show arena will net you a better message, final asset, success rate, all at a better price.
Look around for vendors whose bread and butter are specifically made in the corporate event sector. Interview these experts to learn about their style and approach, and why they build videos and broadcast assets for powerful clients in the way they do. Ask who they partner with and why. A little research will go a long way toward assuring your next video – built within your continually tightening budgets – will increase your odds for reach and conversion at your next live event.
SKM Creative is on trade show floors worldwide 30-60 times throughout the year. We’ve served the world’s top brands and multinationals for over 15 years, providing the best trade show and event video and module production, spokespeople, creative content development, and on-camera services to savvy marketing managers in the US and around the world. Even if you use another agency’s services, call us anytime with questions or ideas – we’re here to help!