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