| A few months ago, we attended the recent | | | | 5 seconds. |
| Austech 2005 Expo. It was a large trade show | | | | Choose music wisely. One video we saw |
| that showcased over 500 manufacturers selling | | | | featured loud heavy metal music. Not only did it |
| machines, equipment and systems.The good news | | | | sound truly awful, but the video content was |
| was that around 40% of the exhibitors had a | | | | mainly made up of happy snaps of staff standing |
| trade show video running. It was inspiring that | | | | by their equipment. If that wasn't bad enough, |
| many exhibitors understood the power of video | | | | staff at the stand were too busy singing along to |
| to quickly convey how their products work. Made | | | | greet customers. This company would have done |
| us feel warm and fuzzy inside.The bad news was | | | | better by not showing their video.Which brings me |
| that most of the videos were absolutely | | | | to my next point, blurry home cameras and |
| appalling.Why so appalling you ask? Some were | | | | shoddy still pictures make you look cheap. Avoid |
| bad because they had no idea of the power of | | | | making it yourself, unless you can make it look |
| production values in giving the right impression to | | | | like you didn't. Viewers will be left with an |
| their target market. Others had no strategy | | | | impression of what type of business you are and |
| whatsoever.You need a trade show video | | | | what to expect when doing business with you by |
| strategyA lot of companies believe that playing | | | | watching your video. A poor quality video will turn |
| their marketing video at a trade show is all there | | | | people away.Keep it shortYou'd be kidding |
| is to it.The main purpose of a marketing video is | | | | yourself if you believe that someone will spend |
| to sell a product or service. It talks about your | | | | seven minutes watching your video - all while |
| point of differentiation, how your product works, | | | | standing up.Keep the video to a length of four |
| how it can be used and it all comes together with | | | | minutes or less. Make the area around your |
| believable testimonials. It tells your company story | | | | television screen inviting.At Austech, a couple of |
| in around 5-8 minutes.This is perfectly suitable for | | | | exhibitors had arranged little alcoves to watch |
| showing your video in a peaceful and comfortable | | | | their video. Comfy chairs were set out, as well as |
| area - such as an office or boardroom. Where | | | | a coffee table with mints.Do what you can to |
| there are usually comfy seats and even surround | | | | give attendees the opportunity to watch your |
| sound for the ultimate viewing experience.By | | | | video. For example, hiding your television screen |
| comparison, the trade show video has a difficult | | | | behind your desk and continually standing in front |
| life. It only has seconds to grab the attention of | | | | of it reduces the ability of your video to attract |
| weary passers-by. It has to make itself heard | | | | passers-by.Trade show videos are specialised |
| against the din of the booming PA system. And it | | | | promotional tools that must be adapted to their |
| has to be interesting enough to hold people's | | | | unique environment.This involves re-editing your |
| attention for longer than a couple of seconds, so | | | | marketing video. And before you cry, 'that sounds |
| that messages get understood.You cannot expect | | | | expensive'. Just remember that all it involves is a |
| the traditional marketing video to be able to shine | | | | re-cut of your footage. As a trade show video is |
| under these tough conditions. | | | | shorter and requires no voiceover, the cost could |
| So what can you do to make your trade show | | | | be as little as 30-40% of the cost of your original |
| video survive life in the tough streets of the | | | | marketing presentation.Trade show success is all |
| trade show?Say it with titlesExpos are noisy | | | | about getting noticed and letting people know how |
| places. Do not expect that people will be able to | | | | you can solve their problem.Make sure your video |
| hear or concentrate on what your narrator has to | | | | builds brand recognition, communicates what you |
| say. | | | | do, gives you credibility and gets people wanting |
| Replace the voiceover with clear titles that | | | | to talk to you. Otherwise, you're just wasting |
| explain what is going on. People will be tuning in at | | | | your marketing dollars.(c) Marie-Claire Ross 2005. |
| different times within the video, so ensure you | | | | All rights reserved.Marie-Claire Ross is the Director |
| have titles up at all times. Only communicate six | | | | of Digicast Productions a full-service, |
| clear messages or less.Make it upbeatYou only | | | | concept-to-completion video production facility |
| have three seconds or less to grab attention. Use | | | | specialising in videos that connect with your |
| exciting visuals, upbeat music and appealing titles. | | | | audience. She can be contacted on 0500 800 234 |
| Don't have the same shot running for longer than | | | | (Australia wide) or at au. |