Trade shows are awesome. Where else can your well-honed sales force put bids right into a host of human hands? Trade show time is valuable, so you need make sure your interaction with every prospect counts. To do that, you need to make sure your principal message is always present and always just exactly how you want it to be.
Looks like you need to make a video. But not just any kind. You need to create video for trade shows specifically.
Because a trade show is fraught with distractions (lots of loud and moving people) you need to slow down your messaging – to boil it down to the bare bones. Graphics are great, because people can read them even at a distance in a loud crowd. And don’t use voiceover. On a trade show floor, nobody can hear it.
Here are four types of video for trade shows that can increase your reach and make your message stick.
1) The “LEAD MAGNET” Trade Show Video
You do trade shows to get leads, right? What if you had a video that drew people into your booth – one that got the conversation started? It would take a specific build, depending on your crowd demographic. Remember, keep it short and sweet – your lead magnet video is just your hook. You have people that work the event who can give your attendees all the features and benefits of your product.
Graphics are great, because people can read them even at a distance in a loud crowd. And don’t use voiceover. On a trade show floor, nobody can hear it.
2) The “FROM THE FLOOR” Trade Show Video
Set up your own space (stage) at the convention. Capture footage of what your people are thinking about the event, or about your messaging content in general. Cutting together fun (or emotional) interviews can be a great way to set the tone, build energy, or to re-engage your audience after a segment of prolonged talking heads. This is also a great way to hear from leadership in your company that won’t be taking the keynote stage. You won’t be able to use all your footage, but you can save some for later, when you can take it to your video production partner and they can make yet another powerful business video out of it for you.
3) The “WE DID IT!” Trade Show Video
Sometimes you want to celebrate an achievement, communicate a message, or get your people behind a product launch/ initiative. You need to use your video in the same way you would use any talking point – as an energy builder, a mood piece. Frankly, you know the direction that you want to send your crowd in. Great video content is a way to start that momentum.
4) The “INCREASE SHELF LIFE” Trade Show Video.
If done well, conventions are great ways to move people. But what about the people that didn’t make the event? And what about people that did attend but need a little messaging boost a couple months later? Consider making a video that documents your event. Considering the investment it takes to throw an event of this size, (lodging, travel, production), making a trade show video to capture its essence makes great sense. That way you can continue your messaging momentum long after the last hotel bill is paid.