Whether you’re a trade show newbie or an experienced expert, you might be aware that business exhibitions can get a bit manic.
Walking down the aisles between the booths, you’ve got marketing assistants and salespersons on all sides trying to grab your attention and pull you into their territory. You’ve got business cards, leaflets, free pens, bags, and any category of swag you can imagine, flying all over the place. And did I mention the noise?
When you’re browsing a trade show, it can be hard to tell which companies are worth your precious time to visit. After all, you can’t have a decent conversation with everybody, you’ve got to be very picky to make sure you get the most out of it.
Now you understand what the average trade show visitor has to put up with, how can you stand out from the hundreds of other booths and show how credible and professional you are?
Well, it’s hard. We know ourselves that there is a lot of competition out there, but if you use the right attention-grabbing tactics, you can have a really enjoyable show and go back to the office with your own success story.
Here’s our top three strategies for making it happen, using video (of course!):
1. Play a looping video on a big screen
People can’t help being drawn to the power of video, so having a large screen constantly playing throughout the day will catch eyes as people pass by.
Now there’s one main problem with this. Videos work so well because they are visual and audio combined. Remember what I said about noise at trade shows? If you’re using a large looping video, you’re going to have to make sure it works with no sound at all. Taking this into consideration, your video will need to be very clear and very simple to compensate, the visuals need to be more engaging than just a CEO talking to the camera. You might consider something like kinetic typography or whiteboard animation due to the on-screen text and visual style.
The right video will get visitors to stop and watch for a moment, and be a natural starting point for conversations. It should cause them to walk over to you, rather than you having to chase them.
Which puts you in a great position for strategy number 2…
2. Use videos to answer your most common questions
Now that they’ve come to you, you can start a conversation naturally. They’ll ask what you do (if it isn’t immediately obvious), or how your product/service actually works. You could of course just answer with your standard elevator pitch, or you could whip out an iPad and show them an explainer video of sorts.
This video would need to be quite short, as you understand that their time is precious, and would allow you to follow up with more details and to answer any other less common questions they may have. Being able to see your product in action on the video will take away the need for them to imagine the benefits of what you can offer them, which can sometimes be a barrier.
So you’ve captured people’s interest with a large looping video, you’ve answered their immediate questions with a more detailed product video. What’s next?
Well you’ve made a good impression, when the trade show visitors go home, they’ll probably remember you over other competitors who just threw leaflets their way, but you want more than this, you want them to take action.
Enter strategy number three…
3. Send a follow-up email with video content
After a trade show, most visitors will end up with lots of spammy emails and phone calls from everyone who got their hands on their contact details.
What do you do to stop your email being chucked in the junk folder with all the others? Deep down you already know the answer, don’t you?
Whether it’s your big screen looping video (with audio this time), or that product explainer video, or something entirely different, you want to help them remember their interaction with you at the show. You’ll also want this video to end with a powerful call to action, so they can choose to take the next step and get back in contact with you.
So there it is, three different ways you can use videos, to effectively attract, convert and close leads at trade shows, so you can create your own video marketing success story!