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When your business has a presence at any kind of industry event, attracting attention is a priority. Your competitors are there for the exact same reasons as you are; to network, increase brand awareness and generate leads. So how do you keep ahead of the competition? Video content has been a standard feature on exhibition stands for some years, and is more likely to spark interest than any number of free pen handouts. You just need to make sure that your exhibition video content is head and shoulders above the rest.
Firstly, try to avoid regurgitating standard video content. Even if it feels slightly out of context it simply won’t gel with the audience at the event. Video for video’s sake is often unhelpful and muffles energy rather than builds it. That’s not to say that you need to produce new video material all the time. With a simple re-edit, core video resources can be targeted to a specific event to make them relevant and exciting. This is why it’s important to take the time to assess the event itself.
Nowadays we often use the terms ‘Trade show’, ‘Exhibition’, ‘Trade fair’, and ‘Expo’ pretty interchangeably. We’ve used exhibition in the title but video is relevant for all of these forms. And they do have subtle differences which are important to identify when you’re planning appropriate video content. Where a trade show is traditionally a more niche industry platform geared to networking, a trade fair is consumer based, rather like a marketplace. Exhibitions would conventionally be a business forum to launch products and services, and an expo covers B2B and B2C within an area of interest. Where your event falls in these definitions will form part of your audience profile.
Who do you want to watch your video? Is it an attention grabbing short to entice passers by or a more detailed intimate video geared to informing those already engaged within your stand? You may have scope for both. Think about your core intention in attending the exhibition. Is it brand awareness, lead generation, direct sales? Do you hope to attract the attention of decision makers or collaborators? All of these factors should affect the narrative and structural forms of your video.
Familiarise yourself with the event space. Will your video content compete with ambient noise and bright, competing visuals? Will you have access to power sources for large monitors, or will smaller, handheld devices be more practical? The layout and logistics of your exhibition stand will influence your video strategy and equipment choices.
Make sure that the intent of your exhibition video is appropriate. You may have more than one video, utilising them in different areas of your stand. There are several key forms of video that we’re used to seeing in an exhibition environment.
Product demonstrations are great for drawing in close passer’s by. Whether you’re broadcasting a live demonstration to a big screen or featuring a smaller screened demo on loop, people like these videos. They allow the audience to learn more about your business without the pressure of face to face interaction. This is why it’s so important to get it right!
Humans love to press buttons! Incorporating touch screens or responsive elements transform your video display into an interactive experience. Allow viewers to choose the content they want to watch, and guide them through a personalised narrative that answers their specific queries.
To draw people in from further afield, video narrative works wonders. Tell your brand story, or create a video that expresses your mission in abstract terms. By introducing an element of curiosity, you’ll stop people in their tracks as they seek to discover more.
Perhaps you might live broadcast interviews taking part within your stand. Or for people closer by, you may find that a case study style video featuring interviews with satisfied clients is useful. This very much depends on your industry, since some businesses are more supported by testimonial content than others.
Send a roving reporter into the exhibition field and broadcast it on a screen within your stand. This brings an element of fun to the event environment that is attractive for those around.
These days, the importance of exhibitions isn’t limited to the venue walls. Your live stream can feature on your organisation’s instagram stories, for example. Or use sections of your exhibition video in the build up to the event. This will create a sense of recognition amongst an industry audience you already have some connection with. In turn, this makes it more likely that they will feel familiarity and approach your stand.
While so much is variable between event type and industry, there are some key video techniques which are useful to draw on.
It’s true that shorter, punchy videos deliver value quickly and are more likely to be watched in their entirety. However, plan a mix of video lengths, including a few longer videos for more in-depth viewer engagement.
Bright, high-contrast visuals can appear stronger in exhibition hall lighting. Use sharp graphics and vibrant colours to make your video content pop, and consider the use of backlit screens to increase visibility.
Invest in high quality audio and check and double check it to avoid technical faults. Select your soundtrack carefully to fit the mood and personality of your brand. Whether it’s a lively, upbeat track for a product launch or a more subdued, ambient score for a thought leadership piece, the music should complement the visuals and reinforce your message.
Ensure your video carries your brand’s visual identity throughout – from a logo watermark to colour palette and fonts. Consistency helps build brand recognition, even in a busy exhibition hall. Simple animations can really enhance your video content and add to the understanding of your content. Motion graphics are a great way to direct calls to action and highlight key information.
Quality of editing will be telling when broadcast repeatedly on a large screen. Professionally produced videos ensure that your exhibition view conveys the most professional, slick version of your organisation.
The key thing to remember when you plan video content for exhibitions and events is that quality speaks volumes. At Ally & Mo we’re experienced in live event videography and corporate brand or demo videos. Get in touch to discuss how we can help to give your exhibition stand the wow factor!
We'd love to discuss your next video project!