One of my predictions for 2012 is that the videos filmed at trade show, either by show management or their exhibitors will increase dramatically this year. The smart marketer who has a booth on a trade show floor will capitalize on having everything in the right place and record parts of the event to share with customers and prospects. If you are not considering that marketing tactic, I would strongly recommend you do so.
According to data on worldwide online video viewing from the comScore Video Metrix service, 1.2 billion people age 15 and older watched 201.4 billion videos online globally during October 2011. This is a statistic which will continue to grow over time.
What to Record
With either you own video equipment or using a professional service, there are a multitude of activities to capture, such as:
- A product presentation loaded with facts, not sales information
- An interview with the President or senior executive
- Record industry experts who are at the show
- A few customer testimonials
- A tutorial on your products/services
- Etc.
Not all of your customers will be at the show and they would appreciate having their fingers on the pulse of the show floor. You might consider telling them what you found to be of great interest in either new products from other exhibitors – of course, non-competing exhibitors.
Delivery of Your Videos
Many creative ways to get your message out there via videos can take place, such as:
- Use YouTube and the other video services to get your videos exposure. Make sure to use the show’s name and Twitter hashtag as part of your keyword description.
- Tweet about your videos.
- Have an email campaign(s) during and after the show - let those on your list know about the video content you have created.
- Include the videos in your blog posts.
If you have a well thought out video or something that is really funny, you never know, it might go viral. On the downside, be careful on what is filmed, it could come back to haunt you.
Get your cameras, video records, smartphones ready and start shooting.
Newsjacking – what’s that?
With your video content you might want to consider “newsjacking” – a way to link your content to a news trend. In this video Steve Garfield explains what newsjacking is all about.
This is something I will be using in the future – like today!!
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Videos are an awesome idea for trade shows! This will really bring some depth to the trade show atmosphere. As always, it can’t hurt to have attractive trade show banners either!