Using Video in Your Trade Show Exhibit
Trade show displays should capture the attention of an onlooker—then keep it. Achieving this goal while also sharing essential information about your product can seem difficult. That’s why many businesses choose to incorporate video into their trade show booths and pop up displays.
Video offers many benefits. That said, it’s important to use it correctly. Bombarding people with intense visuals and loud noises can actually drive them away. Placing your video displays where people can’t see them will also limit their usefulness. To get the most out of your videos, keep these essential points in mind:
How to use Video Effectively in Trade Show Displays
Make it Visible
Determine the best space for your video displays by first assessing how big your video monitors are. If you have the budget for large screens, you could install them in the upper corners of your trade show booth. This will be especially useful for catching the eye of someone who may be browsing displays that are far away from yours in the venue. When they look up from one display and back into the crowd, they’ll only see a mass of people, making it difficult for them to take notice of any displays that are on the other end of the room.
However, if you have relatively large video monitors mounted towards the top of your booth, they’ll spot you from a distance.
Of course, not everyone has the funds to pay for such large monitors. Many can only afford to play their videos on a tablet or laptop. In these cases, you’re better off positioning them on the corner of your table, on a slight angle so that people approaching your trade show booth from the side notice them. Don’t place them too close to any spaces where you’ll be performing transactions, answering questions, or demonstrating a project—all that activity will be distracting.
If you’re not using a table, place your monitors on any fixtures you may be using to display your products.
Offer Valuable Information
Video is useful in a trade show display because it allows you to share a lot of information in a short amount of time. You can’t say a lot with text when your space is limited to a pop up display. Even if you make a brochure to distribute to guests, there’s a good chance they won’t read it.
True, you can engage with guests and explain your product to them directly, but you can only speak to so many people at once. It’s also worth noting that many people attending trade shows are reluctant to directly engage with someone operating a booth, as they may feel awkward if they decide not to purchase their product or service.
A video gives you the chance to demonstrate and explain your product on a continuous loop. Thus, the content of your video should include clear images of the product in use, as well as superimposed text which offers any information a narrator might otherwise provide.
Many people don’t understand what a product might be used for when they merely see it on display at a trade show. Informative videos allow you to elaborate on your service to anyone walking by.
Keep it Brief
While offering valuable information should be a priority when making a video for your trade show display, you should also strive to keep the video as brief as possible.
The video should run on a loop, that way when one group of people is done viewing it, another can step in and see what it was they were looking at.
With a long video, you’re limiting the numbering of potential customers you can reach. The longer a person must stay to watch your full video, the less opportunities there are for other people to see it. Granted, this may be somewhat less of a problem if you have large monitors that many people can view at once, but in a crowded trade show environment, it’s not feasible to expect a dozen or more people to linger in front of your screen for minutes at a time. Make sure your video gets to the point quickly.
The vast majority of the time, it’s best to use little or no sound in a trade show display video.
First of all, hearing the same soundtrack on a running loop will be irritating to you, as well as to people operating neighboring booths.
More importantly, if the audio is too quiet, people are unlikely to even hear it in a loud trade show environment. Unfortunately, by making it too loud, you could earn a reputation as the obnoxious booth that is drowning everyone else out.
From a practical perspective, there’s also a good chance that the people organizing the event have restrictions on using loud audio anyway. You’re better off relying solely on images and text to get your point across.
Although producing a quality video can be difficult and expensive, it’s worth your money to hire a professional production team. If you can’t afford to do so, set aside a substantial portion of time to make a quality video.
This portion of your trade show display, like all other portions, will reflect on your brand. You want to convey professionalism.
Video can be a very effective tool to use in a trade show booth. Just make sure you’re using it to your full advantage.