Using Videos at Trade Shows & Events
There are many effective ways to use business videos at a tradeshow and event – many of which you may not be aware of or just simple hadn’t thought of yet. So, we’ve compiled a short list of options to help provide you with some fresh strategies for successful deployment. Of course, this list is not comprehensive. Every business is unique. Your tradeshow video strategy should be too. This list is designed as a starting point to get you thinking in terms of possibilities. To develop the right strategy for your event messaging – contact us.
1. Email Intro or Invite to Booth prior to event – It’s typically pretty easy to get ahold of a list of the event’s attendees and presenters (and their emails). It’ important to plant the seed of your existence prior to each and every event you’ll be participating in if you want to maximize your chances of making it a success. In addition to needing attendees to know HOW to find your booth in a crowded event space – you need them to know WHY they should! A short, exciting explainer video distributed to attendees via email and social media prior to the event serve as powerful buzz-building introductions that create anticipation about your product or service and incentivize them to find you. So, people are thinking and talking about you before, during, and after they arrive at the event.
What will you need? Well, here’s a quick checklist: a short attention-getting video that introduces your product or idea in less than 60 seconds and inspires attendees to learn more at the event. A list of tradeshow participants (and their emails), email software (to send larger group emails) or connection to the social media group for the event. Banner ad space on the event’s website can be extremely helpful in keeping your inspiring message in from of your prospects eyes before during and after the event too.
2. Looping on larger monitor(s) – Once you’ve put out the “memo” and have arrived at the event, it’s critical to find a way to cut through all the white noise as much as possible and draw more serious prospects into your booth. One way to do this is to display your business video on a good size monitor to give them a quick understanding of what you do and how it relates to them.
There are some important factors that could influence the success of this tactic. First of all, you want to make sure your message can be easily understood though the visuals and onscreen text without relying too heavily on the audio. Events can get loud and you want to make sure your message visually resonates with your audience. Keep in mind 70% of people are visual learners.
3. Break-out sessions – If you find it difficult to engage with some of the prospects during an event, don’t be discouraged or give up and the possibility of connecting with them in other ways. People are moving faster and faster by the day. You might suggest meeting during a lunch break or after hours to slow things down a bit and get an opportunity to have someone’s undivided attention. These are ideal times to learn about them, why they’re at the show, and see how you can find a way to help each other.
This is often a very effective way of REMOVING yourself from the chaos of an event, exchanging ideas, and moving toward building trust…the ultimate goal of any sales & marketing process. Don’t forget to invite other decision makers! The more people you can educate the better, right? And don’t forget to share your explainer video with them if they haven’t seen it already. It’s an effective way of establishing a consistent understanding and kicking off any conversation.
4. Thumb drives – There are a LOT of things that get tossed out upon exiting large tradeshows or events. Most people will keep an info packet of one or two businesses they connected with at the event but there’s a reason they position giant recycling bins outside of nearly every event. 95% of the collateral at a tradeshows and large events gets left behind.
A couple of things that commonly make it back to the office are unique give-away items and thumb drives (often referred to as USB or Flash drives). You can put your explainer video on your thumb drive along with any documents that you think might be helpful in understanding your value proposition. This is also a great way to reinforce your brand by putting your logo on the outside along with your company colors and design.
5. Listening Stations – One of the more successful social experiments I’ve conducted over the years is the implementation of the listening station. As mentioned earlier, you have to find strategic ways to cut through the white noise and introduce your value proposition. A great way of doing this is literally blocking out everything (except your message) by inviting someone to an area in your booth where you can put a pair of headphones over their ears and watch your sales & marketing video.
If you introduce the idea as “something I’d really like to share with you” and lead them to a comfortable area where they can escape the chaos of an event and watch a fun & engaging video…I think you’ll find that you’re not only providing an escape but a quality educational experience. Most people not only appreciate it but stick around to talk further and get to that next level conversation which everyone covets.
6. Follow up email after event – One of the biggest mistakes surrounding a tradeshow (and most sales processes) is not following up. Tradeshows and events are infamous for consuming multiple people’s time within an organization.
Remember that list you used for the intro email? Use it. By sending a personalized email to say “thanks for taking the time to stop by the booth” (or whatever way you engaged with them) you’ll give yourself a better chance of keeping your value fresh in their minds and increasing the chances of working together.
Even if you didn’t get a chance to meet or spend time with them during the event you can still send an email to say, “Sorry we didn’t get a chance to talk at the event. However, I thought it might be important to share some additional information that could help you…”. I think you know where I’m going here.
For additional ideas around ways to use your video in email, click here to read “Ways to Use Your Video - Email Marketing”
You don’t always the circumstances or what’s bouncing around in someone’s head. So, just continue to provide helpful and educational insight to ways you could potentially add value to one’s organization…and don’t jump to any conclusions until you get a confirmation of their thoughts.
We hope these ideas help you to get the most out of your explainer videos, how-to videos, training videos, business videos, or any corporate videos that you want to get the most out of…whether we get a chance to help you experience The Gusto Difference or not. At least we can make sure we’re giving you some good ideas how to maximize the exposure of your video.
Good luck!...and let us know if we can contribute to your success in any way.