We hear it all the time. Video marketing is the
way to go to help your business grow. Millennials want video.
Video is sticky and keeps visitors on your website, helps lower
your bounce rate and increase your SEO. So, the question is;
how do we get and use video in our marketing programs & trade
One way to afford creating videos for your
marketing is to find as many uses for them as possible. You can
create a video for your website and then do some minor
modifications to it so it can also be used in your trade show
exhibit or include a link in your email marketing campaigns.
I interviewed Cathan Murray from our Skyline
360 Group to better understand how and when to use video,
when to use Virtual Reality (VR), and key tips on hiring a video
WHY USE VIDEO IN THE FIRST PLACE?
Video is a relatively inexpensive way to show
something that may be impossible to demonstrate using a static
image or even in person. It can enable you to illustrate
complex ideas without a big investment. It is also easy to
edit, repurpose and share in a variety of ways.
VIDEO USE AT TRADE SHOWS
Video is not always the best solution for your
trade show. Sometimes you may be better off with an interactive
display in your booth. An interactive display such as a quiz or
self-guided photo tour will enable you to gather and distribute
a more customized experience for each user. This type of
experience may be more difficult to repurpose than a video but
could be used in a lobby if the content is not specific to the
WHAT IS THE BEST LENGTH FORA VIDEO?
It really depends there are situations for
everything. Yet some good rules of thumb are:
Shorter is better. Two minutes
max for a website video.
looping video that you will be showing at a trade show can
be up to 9 minutes but only in the right situation usually
we recommend around two.
Promotional video length depends on the topic.
takes about 3 seconds to capture someone’s attention in a
focused piece so getting to the point is important.
a Virtual Reality (VR) video you can create an experience in
about 3-4 minutes.
HOW ARE VIDEOS FOR TRADE SHOWS OR SOCIAL MEDIA
At a trade show, it is harder to do a video with
a voice-over due to the noise level. You can email a link to
video with voice-over before the show and then use a shorter
version with motion graphic text at the show. It can be an
effective way to reinforce the message. Then you can even have
a longer version with sound that integrates more detail and
lives on your website.
Using video on social media can be tricky, as you
must catch people’s attention almost immediately before the
viewer scrolls to something else. Videos should be short, or
better yet use a GIF that links to a video on your website or
blog. Also, depending on the platform, subtitles or a no-sound
option can be helpful as many watch without volume.
WHAT ARE SOME GOOD EXAMPLES FOR WHEN TO USE VR?
VR is great when you are trying to put someone in
a unique setting that is not easily re-creatable on the trade
show floor. A good example is if you are wanting someone to
explore an environment or large machinery you can create a VR
video experience that they can explore in the show.
WHAT ARE THE ADVANTAGES OF VR IN THE TRADE SHOW?
You can create a unique experience for the
participant and show your company as cutting edge. It can be an
attractive experience that gets more people to come to your
booth. It can virtually transport your visitor to a location
that helps you communicate your brand message or event theme.
WHAT ARE SOME DISADVANTAGES OF USING VR IN YOUR
You can attract people who are not really
interested in your company but just want to try VR. It can be
difficult to get people through the experience without others
having to wait in line.
WHAT ARE SOME EFFECTIVE TIPS TO START USING VIDEO
One of the best places to use your videos is on
your website. Make sure you place them in a predominant
location so they are easy to find and keep people on your
If you are going to place your videos on your
website make sure that you hire a professional to shoot your
video and even more importantly to edit your video. According
to Cathan Murray from our Skyline 360 creative group, “A good
editor can overcome badly shot video, if necessary.”
Make the video concise and to the point. Focus
on the highlights and leave out the details. The viewer can
always reach out to you with specific questions.
If you are planning to hire a professional it is
helpful to review YouTube and Vimeo examples so you can
reference them and share them with potential vendors to help
them understand what style you want. If you can send them this
information before you even meet it can help them prepare for
WHAT SKILLS SHOULD I LOOK FOR IN A VIDEOGRAPHER?
Standard shooting experience
Ability to pilot drones
degree shooting experience
Ownership of key equipment for the style you want
Software: Adobe, Final Cut Pro
Drones (see what your drone video footage can look
Industry standard software
WHAT ARE SOME IDEAS FOR USING VIDEO IN
Create a microsite or web
landing page for your email links with select videos about
your products or service. You can also use this for Pay per
Embed specific graphics in your exhibit that can be used
with AR to trigger videos using iPads.
a Google cardboard player to create content and send to high
Send a video postcard via standard mail or FedEx as
invitations to a key event.
an event or trade show have your staffers share relevant
videos to visitors using iPads.
HOW SHOULD YOU DECIDE WHETHER TO USE VIDEO?
At a Trade Show: Video is a great way to attract
and occupy visitors while staffers are busy, it can also be a
great way to showcase products or services you can’t display at
the show. Video should not be relied on to be the only way
engage clients and find out what they need. It is primarily an
attention grabber or can be used to communicate specific
messaging once staffers have identified a need.
On your website: you can use video to show your
employee’s and brands’ personality, showcase a client
testimonial to increase credibility or show a setting or a
product at work. Yet, be careful of long videos as some people
will not have the time or interest to watch. Key information
should be communicated outside the video as well.
On Social Media: you can use prerecorded or live
video to communicate more complex messages and to gain attention
for longer periods of time. Live
video can be especially helpful to create a sense of urgency
when broadcasting a limited time event or introducing a new
product or service. These videos will also be available on
social after the live event and add interest to your social
© 2018by Sofia Troutman