There was a time when companies viewed video content as a marketing tool whose primary use was to build brand awareness for their products or services. These days however, marketing managers have acknowledged the clout video content has for generating leads, thanks in no small part to advancements in technology, mobile streaming capabilities, and the degree to which the Internet has become immersed in all facets of business.
In a very real sense, customers have come to expect that companies make video content available as an extension to the buying process – an expectation that is no less true in the B2B world. That being said, if your video content is unpolished, or worse, not allocated the adequate resources to make your company appear as the successful business it is, your efforts could do more harm than good.
If you’re curious as to how you can use video to generate more leads at the next tradeshow you attend, by all means, please read on.
First Thing is First – You Have to Have a Strategy
Before getting ahead of yourself, you’re going to have to determine what the objectives of your video content will be at the trade show. Remember, trade shows are usually rife with visual stimulation vying for prospective clients’ attention, and it would be a terrible waste should your video fall flat. Attending a trade show can be a venture that requires considerable investment, particularly if you’ve opted for a custom exhibit design, so generating enough qualified leads to make it worth the while is paramount.
Clarify your purpose. Are you hoping to introduce a new product to your line? Will the video serve as a product demo or how-to video? Will it contain customer testimonials? These are all excellent objectives, but you need to take into account things like ambient noise (will it drown out the dialogue in your video?).
Length is important. Consider how many other booths with great presentations and eye-catching digital signage will be at the venue, and realize each one is a potential distraction. The likelihood that someone will watch a video ten or even five minutes long – even if it’s good – is highly unlikely. The optimal length for video marketing is around 60-90 seconds; give them enough to get interested, and enough to want to know more.
Think about the entertainment angle. Keep the tempo upbeat and lively. Bright colours and a fast pace translate to excitement, and your goal should be to excite your customers. If you’re not exactly sure how to go about creating an “exciting” video presentation, consider hiring a professional firm to handle the production.
Utilize Your Video as a Presentation Companion
Trade show floors can be chaotic at the best of times, so it’s easy for both you and the prospective client you’re conversing with to lose focus. Rather than utilizing your video content as a standalone piece, consider using it as your presentation guide. Use the video to keep your presentation on track – speak to what is being displayed on the video. This allows the client to walk away with a crystal clear understanding of what it is that your business offers. Again, a professional video production company can help you flesh out the perfect presentation.
How Will You Position the Monitors?
Believe it or not, this will play a big part in determining how successful your video content will be. When designing your trade booth’s layout, there’s quite a bit to consider when determining how your content is to be viewed.
For instance, will you display your video(s) on mounted tablets? Will you incorporate a large projector display to draw visitors from far? What if your display is outdoors, what is the best option for showing video beneath a bright sun? These are all questions that need to be considered before finalizing how your display will come together.
Before You Get To The Show
If you’re unsure which direction your video content should go in, consider testing it out online first. Use various social media outlets like YouTube or Vimeo to track which video is more successful. Take this sort of analysis with a grain of salt however – this is only useful if you happen to have two (or more) equally promising videos and you would like to see which one does better.
Photo Credit: Kobby Dagan / Shutterstock.com