Trade Show Videos Need to be Planned, Marketing : iPedia

A few months ago, we attended the recent Austech 2005 Expo. It was a large trade show that showcased over 500 manufacturers selling machines, equipment and systems.

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Video is the technology of capturing, recording, processing, transmitting, and reconstructing moving pictures, typically using celluloid film, electronic signals, or digital media, primarily for viewing on television or computer monitors.
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Why so appalling you ask? Some were bad because they had no idea of the power of production values in giving the right impression to their target market. Others had no strategy whatsoever.

Running is by definition the fastest means for an animal to move on foot. It is defined in sporting terms as a gait in which at some point all feet are off the ground at the same time. It is a form of both anaerobic exercise and aerobic exercise.
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The main purpose of a marketing video is to sell a product or service. It talks about your point of differentiation, how your product works, how it can be used and it all comes together with believable testimonials. It tells your company story in around 5-8 minutes.

This is perfectly suitable for showing your video in a peaceful and comfortable area - such as an office or boardroom. Where there are usually comfy seats and even surround sound for the ultimate viewing experience.

By comparison, the trade show video has a difficult life. It only has seconds to grab the attention of weary passers-by. It has to make itself heard against the din of the booming PA system. And it has to be interesting enough to hold people's attention for longer than a couple of seconds, so that messages get understood.

You cannot expect the traditional marketing video to be able to shine under these tough conditions.So what can you do to make your trade show video survive life in the tough streets of the trade show?

Expos are noisy places. Do not expect that people will be able to hear or concentrate on what your narrator has to say. Replace the voiceover with clear titles that explain what is going on. People will be tuning in at different times within the video, so ensure you have titles up at all times. Only communicate six clear messages or less.

You only have three seconds or less to grab attention. Use exciting visuals, upbeat music and appealing titles. Don't have the same shot running for longer than 5 seconds.Choose music wisely. One video we saw featured loud heavy metal music. Not only did it sound truly awful, but the video content was mainly made up of happy snaps of staff standing by their equipment. If that wasn't bad enough, staff at the stand were too busy singing along to greet customers. This company would have done better by not showing their video.

Which brings me to my next point, blurry home cameras and shoddy still pictures make you look cheap. Avoid making it yourself, unless you can make it look like you didn't. Viewers will be left with an impression of what type of

Marketing, as suggested by the American Marketing Association, is "an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders".[1]

Another definition, perhaps simpler and more universal, is this: "Marketing is the ongoing process of moving people closer to making a decision to purchase, use, follow...or conform to someone else's products, services or values. Simply, if it doesn't facilitate a "sale" then it's not marketing.
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You'd be kidding yourself if you believe that someone will spend seven minutes watching your video - all while standing up.

Keep the video to a length of four minutes or less. Make the area around your television screen inviting.

At Austech, a couple of exhibitors had arranged little alcoves to watch their video. Comfy chairs were set out, as well as a

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The etymology of "business" refers to the state of being busy, in the context of the individual as well as the community or society. In other words, to be busy is to be doing commercially viable and profitable work.
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Do what you can to give attendees the opportunity to watch your video. For example, hiding your television screen behind your desk and continually standing in front of it reduces the ability of your video to attract passers-by.

Trade show videos are specialised promotional tools that must be adapted to their unique environment.

This involves re-editing your marketing video. And before you cry, 'that sounds expensive'. Just remember that all it involves is a re-cut of your footage. As a trade show video is shorter and requires no voiceover, the cost could be as little as 30-40% of the cost of your original marketing presentation.

Trade show success is all about getting noticed and letting people know how you can solve their problem.

Coffee is a beverage, served hot or with ice, prepared from the roasted seeds of the coffee plant. These seeds are almost always called coffee beans. Coffee is the second most commonly traded commodity in the world (measured by monetary volume), trailing only petroleum, and the most consumed beverage[1]. In total, 6.7 million tonnes of coffee were produced annually in 1998-2000, forecast to rise to 7 million tonnes annually by 2010. [1] Coffee is a chief source of caffeine, a stimulant.
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Marie-Claire Ross is the Director of Digicast Productions a full-service, concept-to-completion video production facility specialising in videos that connect with your audience. She can be contacted on 0500 800 234 (Australia wide) or at mc@digicast.com.au. The website is at http://www.digicast.com.au

A brand is a collection of feelings toward an economic producer; more specifically, it refers to the concrete symbols for the brand, such as a name and design scheme. Feelings are created by the accumulation of experiences with the brand, both directly relating to its use, and through the influence of advertising, design, and media commentary. A brand is a symbolic embodiment of all the information connected to a company, product or service. A brand serves to create associations and expectations among products made by a producer. A brand often includes an explicit logo, fonts, color schemes, s
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Trade Show Videos Need to be Planned

A few months ago, we attended the recent Austech 2005 Expo. It was a large trade show that showcased over 500 manufacturers selling machines, equipment and systems.

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