Video grabs and holds people’s attention more effectively than any other form of media. People are watching 1 billion (yes, billion with a “b”) hours of video per day on You Tube alone. So if you aren’t leveraging the power of videos at trade shows, you’re passing up a magnificent opportunity to grow your business. Here are four reasons to use video at trade shows.
1. Increased Booth Traffic
Video can be used in several ways to help you stand out at a crowded trade show and increase your booth traffic. First, you should be using video to hype people up to visit your booth before the trade show ever begins. Put engaging videos on your website and social media channels, letting people know what they can expect when they stop by your booth. Once you’re at the trade show, use video to catch people’s attention and draw them to your booth. There are dozens, if not hundreds, of elaborate trade show displays on the show floor, all designed to attract people passing by. Having an exciting video playing on a screen just above their heads guarantees that your booth will stand out from the others. This means more traffic in your booth, which can lead to increased business.
2. More Bang for Your Buck
The Center for Exhibition Industry Research (CEIR) found that business-to-business trade shows account for nearly 40% of marketing budgets –the largest percentage devoted towards any one marketing channel. Trade show attendees are there because they’re already interested in your industry. This means that your marketing efforts at a trade show are almost guaranteed to reach your target audience. But print collateral gets expensive andthere’s a good chance that attendees trash your print piece at the end of the show – you could literally be throwing money away! And that’s where video comes into play. A quick, energetic video explaining what you have to offer is a much more cost-efficient tool, can have a longer shelf-life, and is likely to have a higher recall rate than the typical print materials people receive. This cost-savings allows you to have an even higher ROI and stand out from the competition.
3. Build Brand Awareness
A recent study by the Online Publishers Association found that 46% of people proactively engaged a business after watching a video about them. A well-done video at a trade show allows you to introduce people to your business’ culture and values much more effectively than big banners or brochures – it gives attendees a glimpse into the everyday life of your people and allows them to feel much more of a connection to your business. That connectedness is something that cannot be undervalued! People are much more likely to engage in a business relationship with someone the feel like they know and can trust, and you should be using video to bridge that gap.
4. Strut Your Stuff
Videos not only allow you to tell attendees who you are as a business, but they also allow you to show off your products or services. It isn’t uncommon to have all of your representatives engaged in conversations in your booth and to have several other people waiting for their turn to talk to a representative. You should be utilizing videos within your booth as, essentially, free labor; an entertaining demonstration or informational video can be used to do the heavy lifting at selling the products or services you have to offer to people while they wait. That makes it easier for your representatives to seal the deal for a successful business partnership.
Are you ready to start connecting with your audience? Let’s connect today to get started on an effective strategy to utilize video at trade shows.