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How To Maximize Your Video Efforts On The Show Floor

by Kat Shea 17. November 2011 18:16

Lights, Camera, Action!!We talked before about how to use video on the show floor and the steps to take before launching your brand in the limelight.  Once you get on the show floor, video gear in hand, below are show smart video production tips from experts. Remember, your video doesn’t have to be perfectly polished to go viral.

FIRST: The video production 411
Video is the perfect platform to secure a product testimonial at a trade show and communicate complex ideas.  Generally video should do the following to your brand:

  • Deliver value and relevancy
  • Increase brand engagement
  • Enliven your product/services
  • Build brand reputation

SECOND: Establish your video goals
Make sure before you interview prospects, to come up with questions that will prompt the answers that you are looking for and will have interviewees communicating your product in the most accurate light.  If a customer makes a couple of blunders here and there, don’t sweat it, you can always edit them out later.

THIRD: Getting booth visitors to talk the talk
In addition to capturing lively snap shots of prospects and customers engaging with your brand, after information packed product demos or booth seminars, make sure to set-up an interview with booth visitors on their experience with your products/brand/services in exchange for a product discount or a premium giveaway. Later you can repurpose the video and include it in your corporate website and social media channels.

FOURTH: What your testimonial should be
A brief endorsement by satisfied customers that adds validity to your claim and casts your product/services as a “must have” for businesses. If you make video edits on a customer’s testimonial make sure to run the final take by the interviewee one last time before implementing it in any of your online campaigns; the last thing you want to do is misconstrue their endorsement of your product/services. 

FIFTH: Keep it real
As you interview booth visitors let them vent about their top challenges and pain points specifically addressing how your solution alleviates those challenges. You want your target audience to identify with them and their testimonial.

SIXTH: Watch the clock
Any interview exceeding 4 minutes is simply too lengthy for viewers and will lead to a high abandon rate. A solution to this limitation is segmenting your footage into themed chapters so that it’s easier for viewers to digest. According to Brightcove, the optimum length for videos is 4minutes and 50 seconds, anything over this is too long for the average viewer to stay focused. 

SEVENTH: Have “winning” footage
Other ways to use video in your trade show marketing lineup is to interview your grand prize winner on how they plan on using your product/prize in their day to day business practices, their feelings about being selected as the Grand Prize winner and what value they have taken away from visiting your booth.  You can recycle this footage as a promotional piece for your invite for the following year.
 
EIGHTH: Socialize your trade show footage
Post your video footage to your blog and social channels (FB, LI, TW,YT) in real time so your followers will FEEL like they were there. According to Brightcove, Facebook is the highest referrer of video meaning that video has the potential to go viral the fastest on FB over any other social media channel. But it’s important to post first where you feel most of your audience is, whether it is LinkedIn, Facebook or Twitter.

NINETH: Measure your way to video success
Like any other online marketing initiative, you want to account for your successes and failures, providing upper management with essential analytics that support your video production efforts (especially if you’re out sourcing video editing). There are basic metrics that you can easily use to measure video performance such as views on YouTube, and Impressions and Feedback on Facebook.  But, if you want to dig deeper and have the budget, there are fee based services provided by Brightcove , Tubemogul and Adobe web analytics that can help you optimize your video footage for SEO and provide more in-depth back end analytics (such as abandon rates, click rates etc.).

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Tags:

Trade Show Tips | Social Media | Trade Show Promotion