3. Offer a “behind the scenes” glimpse of what goes into setting up the show.
Curiosity is a great motivator. And because attendees are curious about how the magic happens at a trade show, you can maximize that by giving them a sneak peek at what’s coming or how you create a special feature area on the show floor. That’s exactly what the Golf Industry Show did by sharing how they construct the “Inside the Ropes” area.
4. Reach potential exhibitors and/or sponsors with a recruiting video.
This video combines show highlights and testimonials from excited exhibitors or attendees, creating a “you’ve just got to be here” feeling. Here’s an example of an exhibitor recruiting video I coordinated for one of my clients, the American Academy of Pediatrics. (Want a video like this of your own? Let’s talk!)
5. Showcase places for attendees to check out in the host city.
This type of video is typically spontaneous and unscripted. It usually features a host (either a staff member or a hired TV professional) roaming the show to showcase various exhibitors and special features. It can also include “man/woman on the street” interviews with attendees. Here’s a two-minute clip from CONEXPO-CON/AGG 2017 (which originally aired on Facebook Live).
7. Interviews with exhibitors, sponsors or speakers.
This is perhaps the most common type of trade show video currently used. After gathering all that footage over the span of your show, why not put it to use as not only a reminder for those who were there, but also an invitation to others to attend next year. The SEMA Show did this with a highlights video of one of their most popular activities: the SEMA Cruise. This wrap-party features a parade of 1500 custom vehicles. Talk about getting your audience revved up!
Are these the only ways to use video for trade show marketing? Of course not! The possibilities are limited only by your imagination (and maybe your budget). And there are a myriad of tools you can use to create these videos … but that’s a subject for another post.
But no matter what platform you use to create them remember to always repurpose your videos. Post them on your website or blog, Facebook fan page, YouTube channel, LinkedIn, and wherever else makes sense to reach your audience.
So how are you using video in your trade show marketing? Please share your examples in the comments below.
With experiences as both an exhibitor and a show organizer, Marlys Arnold has a unique perspective on trade show exhibiting. As an exhibit marketing strategist, she travels the country consulting and training on how to create experiential exhibits that produce significantly higher numbers of qualified leads. She’s led workshops for events ranging from local consumer expos to some of the largest trade shows in the U.S. She hosts the Trade Show Insights blog/podcast, and is the author of Build a Better Trade Show Image, the Exhibitor Education Manifesto, and the ExhibitorEd Success System. Exhibit Design That Works (the first book in the YES: Your Exhibit Success series) debuted in July 2017. She’s also the founder of the Exhibit Marketers Café, an online education community.