Are you certain you will catch the prospect’s eye at a trade show before your competitor?
Putting a video in your exhibit may tip you over the edge and drive prospects to your booth. But there’s a certain way it must be done.
Why Use Videos at Trade Shows?
A powerful tool to enhance your booth and stand out is the strategic use of video content. Videos, with their dynamic appeal, offer a memorable way to embed your brand in the minds of attendees long after the event concludes.
You can use videos to communicate energy, brand style, and personality to tell your story, which a static graphic cannot do. Additionally, you are enhancing your booth’s presence and optimizing ROI.
Videos can easily catch the eye of attendees as they walk by without booth staff having to say a word. They can be great conversation starters, allowing the sales team to build off that initial thought and lead to more meaningful conversations.
Video content can be an effective tool for…
- Product Demonstrations
- Sharing Testimonials
- Showcasing Your Portfolio
- Developing VR Experiences
- Developing AR Experiences
Video is a great tool especially if you are in a tight space and can’t bring your product to the show.
When to Use Videos in a Booth
Sometimes incorporating a video in a booth is the wrong choice.
How can you tell when is the right time?
Watch this 2-minute video exploring when to use and when not to use video in a booth.
5 Best Practices for Using Video at Trade Shows
If including video is the right move, here are the five best practices for knocking it out of the park.
1. Create Engaging Content
It takes attendees four seconds to walk past a 10×10 exhibit space. Stopping them in their tracks can require engaging video content that makes someone turn their head.
How can you make your video content engaging?
- Avoid Crowding the Screen with Facts and Data
- Focus on Emotional Appeal
- Tell a Story
- Place TV Monitor in a Strategic Location
- Invest in High Resolution
Regarding the monitor’s location, research the convention center’s layout, taking note of the entrances and exits.
Position your TV screen based on anticipated flow of traffic coming from different directions to increase visibility.
2. Follow Audio Guidelines
Most event organizers allow a maximum decibel level of 85 dB. This is roughly the equivalent of hearing a lawn mower near your window.
Video noise should fit in the background. This is a good rule to follow anyway since you don’t want to be yelling at potential prospects.
Consider adding captions in a bold and heavy font that somebody can read from a distance and ensure the video message can be understood without audio.
3. Keep it Short and Sweet
The average consumer attention span is eight seconds.
What’s worse is that there are studies indicating the number is continually decreasing due to the internet.
A good rule of thumb is to have the video be five minutes or less. Keep videos concise, focusing on evoking emotion and interest rather than diving into the details and heavy data.
4. Implement Interactive Elements
Watching a video is a passive activity. It has to be really entertaining to hold someone’s attention.
However, adding interactive elements can engage attendees longer by making them active participants.
Consumers want to be a part of the story, and trade show booths can enable this by creating interactive video content. However, make sure these additions serve a purpose.
A few ideas for interactive elements include:
- Games
- Touchscreens
- Smart Devices with Motion Sensing
- QR Codes Linking to AR Experiences
- Surveys
- Quizes
Personalizing the viewing experience allows attendees to move at their own pace and keep them entertained. Plus, an attendee waving their arms around in your booth can attract more attention.
Not only do these interactive videos allow attendees to be entertained and personalize their experience, but they also can offer valuable insights into consumer preferences. For example, each click on a product and time spent on a page is data marketers can use to validate demand for the product.
5. Don’t Repurpose Videos
Do not reuse a video originally created for other platforms like Instagram.
Video marketing made for social media through a personal device is different from marketing at a busy, hectic trade show with hundreds of people walking around.
Take the extra time to tailor your video for the environment. To engage others, you must be engaged.
While repurposing videos or playing the same video on loop might be the easier or cheaper route, it won’t be as effective.
Need a Video for Your Next Trade Show?
Contact our team of event specialists to design the perfect exhibit to amplify your brand. Connect with a team member here or give us a call at (800) 343-2005.
