Action shots grab attention
areas or not receive quality information about the show upfront can impact their experience in a negative way at the start.
A Picture is Worth a Thousand Words By Ron Strobel
YouTube has proven the power of video by engaging millions of people quickly. For your next trade show, consider trying to "go viral" with your own video. Use it to get people talking about your exhibit and sending others to see it for themselves.
Since the goal is for your video to capture someone's attention, even from across the room, you should rely mostly on the visu- als. What kinds of images create
curiosity and motivate people to want to find out more? KEEP THE FOLLOWING TIPS IN MIND WHEN CREATING YOUR VIDEO. • Action shots get someone's attention quickly.
• Make sure your video is colorful and thought-provoking, with graphics that are large and easy to read. A good video producer can help you obtain suitable imagery. Even stock footage can work with the right plan.
• Keep your trade show video brief, between one and three minutes. Remember, visitors have a lot of ground to cover.
• Break up the content so that it comes in short bursts. For instance, introduce your company, next show a testimonial, and then give details on how your com- pany can help the viewer solve a problem or fulfill a need.
Make sure to leverage your video by emailing a link to prospects in advance as a teaser. Post it on your website and social media outlets, as well.
Remember, video can deliver your unique offer over and over to an audience until someone reacts. And it can tell your story to one prospect while you are talking to another. They say a picture is worth a thousand words, but a video is worth even more. Even better, the right video could end up being worth thousands of dollars in new trade show business.
Author of Video Makes Cents, Ron Strobel is President of VideoNet, Inc., a full-service pro- duction company in Malvern, PA that specializes in unique video corporate communica- tions.
ron@videonetinc.com
40 November December 2011 Use colorful images to tell your story.
Even though trade shows have continued as one of the strongest areas in event plan- ning, some organizers might still need to cut back for various reasons. Savino says that, in shows where attendance or revenue has declined, organizers have been shifting to an every other year show, or have extend- ed their "annual" timeline to 18-month intervals. It is a testament to the overall strength of trade shows, however, that these organizers are not canceling their shows, rather they are finding alternate ways to keep them viable.
The trade show industry, as a whole, contin- ues to succeed despite a challenging eco- nomic climate. By their very nature, these shows provide organizers with a forum through which to educate and generate rev- enue. They offer exhibitors an opportunity to hold multiple face-to-face meetings with potential clients from within their targeted audience in the span of one or just a few days. Finally, trade shows present attendees with an opportunity to see what products or services are available to them, to engage in educational sessions, and to make con- nections that can lead to strong business relationships.
It is rare that one type of function can so strongly benefit all parties involved, but trade shows have proven to be the excep- tion. As this robust industry remains strong, businesses of all types continue to benefit from the trade show experience.
Cat Lambert is the Marketing Manager in the cor- porate headquarters of SolomonEdwardsGroup, LLC, working closely with the Elite Companies Charitable Foundation. mcatherinelam-
bert@gmail.com
As for sharing information with the venue, one common mistake that organizers some- times make is to book a site, start the plan- ning process, but then wait weeks (or even months) to divulge certain crucial details to the host facility. While most venues can react quickly and work around issues as they come up, it is always a better scenario if the venue knows in advance of any potential obstacles that might exist.
The Show Must Go On
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