Trade shows are slowly reopening globally and that means that companies around the world are gearing up for trade show season again.
Ultimately trade shows are a way to meet and interact with potential customers, and hopefully grow sales. Increasingly bolder booth designs and other interactive displays have come to dominate the more popular stands at nearly any expo. Video has also become an important tradeshow marketing tool.
Trade shows are more and more a competition to attract the attention of trade show attendees, hence the increasingly complex and bold trade show booths. The number of visitors directly is affected by the design of your booth and how well you can stand out.
Trade show video Production
Videos are a great way to get visitors to your stand and start a conversation with your booth team. Videos, as has been proven with digital advertising, are much more engaging than static photos and text.
Trade show Videos can be a wide range of types, many of the tradeshow videos we’ve made, have been general promo videos showing off the, or explaining a certain service or product a company offers. Thinking through why your customers buy from you and the type of prospects that will be at a specific trade show can be a great starting point to deciding on the type and content of a trade show video.
Many companies have services and product lines that are sold into different industries, in this case, typically it makes sense to tailor the content of the video to the audience that will be at a trade show.
Another consideration will be how the video will be watched at the trade show. Often trade shows are loud, crowded, and thus it can be hard to hear voiceovers. Because of this, the visuals on a trade show video should contain all the information a viewer needs on screen, this typically means that trade show videos have more on-screen text than a more traditional explainer video. In the past, we’ve created videos specifically to be played in very noisy locations, that didn’t have a voiceover, since the majority of viewers wouldn’t be able to hear it anyway.
VR 360 Trade show Videos
The next evolution in trade show media is the application of virtual reality 360 videos to trade shows. While you will need to have some way for viewers to watch the content, such as an oculus or Samsung VR, it’s a great way to have even more engagement.
VR is a quick way of ensuring your booth will talk about and have a crowd around it, without fail every trade show booth we’ve seen that has some form of VR experience has attracted a large number of visitors nearly continually wanting to try it. Vr 360 trade show video production can be a simple 360 video, either monoscopic or stereoscopic or can be an interactive video game-style experience.
While an interactive VR 360 experience is more costly to create, it is the ultimate level of engagement, with many larger brands now creating
How much does VR video content cost?
Creating a trade show video
Before you create a tradeshow video you’ll need to decide how you want to use video, and the overall message.
Do you want to display the video in a loop, or have several videos that can be played interchangeably.
Do you want a large multi screen display?
All of these are questions that can be explored in the beginning stages of the process.
Using video in email is also a great way to followup with visitors to the tradeshow a few days to a week after the show is over. This helps to keep a conversation going well and help move a prospect down the sales funnel.
Refining the core message you want to focus on is critical to writing an effective trade show video script. Our team can help distill down and refine your message.
Trade show video length
Trade show videos typically are between 1 and 4 minutes long with the occasional case or in depth product explainer being longer. Maintaining viewer retention is critical, and staying within that time range is recommended.
How much does video production cost?
Branding Video Promos
A branding promo video is a great way to show off your brand and drive interest in your brand as a whole.
Product/Service highlights
Trade show explainer videos are a great way to demonstrate a new product, service or other offering. Explainer videos come in many styles, often using animation, 3d models or live action shots to convey technical or application specific aspects of what you offer.
Case studies
Case studies are a great way to demonstrate how your solution performed in the real world and alleviate buying concerns from prospects. Trade show case study videos can be in many formats, whether interview style or even animated. Case study videos are a powerful way to show potential customers how you’ve solved problems and created real value on past projects. For larger, more expensive products and services, case studies should be an aspect of your marketing plan, and having a video case study at a trade show or expo is just another way to further increase sales.
Many times several videos are used at trade shows either on different screens or played on repeat after one another. If you have a larger booth, you can have multiple screens playing multiple videos near the machine or other display piece you’ve brought to represent different product lines.
Starting the Trade Show Video Production Process
Getting started with a trade show video is easier than you think. We’ve made many over the years and can provide a quick consultation on what would work best based on your show booth, industry and product offerings.
Keep in mind most videos produced for a tradeshow can also be used in other marketing channels such as email, web, digital and sales meetings. Any trade show video will be effective throughout these other channels for months after a trade show, and can be used for many industry shows.
A great way to promote the trade show itself, would be to create a quick video to be shared across social media and email channels inviting your customer and prospects to come visit you at the trade show. These can be made from older footage, or can large be animated.
Having some video footage from that trade show is a great way to promote future trade show events and help hype the event well before it takes place.
Have a Marketing Plan
Getting organized with your marketing plan is critical to getting the best ROI out of any video produced for a trade show.
Coordinating the sharing of the content throughout your marketing channels will drastically increase the content’s reach and viewership as well as reaching slightly different audiences on different channels.
Editing a larger video down into small clips used to tease the full release is also a great way to build multiple pieces of content that be shared over several weeks. A trade show marketing plan is a quick way to make sure any necessary trade show marketing content is created and finalized well before the show.
Volan Media is a top Tennessee tradeshow video production firm, having made dozens of trade show videos and trade show 360 vr experiences over the years!
