For many companies, trade fair presence is the most important means of attracting and retaining customers. Especially in the trade fair country of Germany with over 30 locations, products and brands are established and interest aroused here. But if you don't just want the audience to pass by your stand, but also want to reach them, you have to make sure they're eye-catchers and magnets. In this blog post, we explain why creating trade fair videos is important.
For an exhibition stand to be a success, you need good preparation and follow-up. Not only must the stand be planned, the material produced and the personnel trained. You should also arouse customer interest in advance so that as many visitors as possible visit your stand.
Here too, videos and images already have an advantage over normal text, such as: “We look forward to welcoming you to our stand.” Making people curious about a new product with a small teaser and inviting the customer to come to the stand stands out more.
At the trade fair itself, the exhibition video can continue and show the product or service in more detail. This is how you attract visitors as well as existing customers. You can continue to use the exhibition video even after the trade fair to round off the whole thing. Since moving images are much more attractive than graphics, visitors are more tempted to keep their eyes on your stand (a similar effect to a campfire, where everyone is tied up at the flames).
The trade fair video also works as a conversation opener or can also lead through a conversation. So it can be used as a small presentation, so to speak.
The sound, or the speaker, cannot be heard when the ambient noises of a trade fair are loud. The neighbors, customers and employees will probably be grateful if a speaker doesn't roar at full volume for 8 hours. But this isn't the primary difference from videos for social media, web, or TV. Especially on social media platforms, the message should also come across without sound (according to many publishers, over 85% watch videos without sound on Facebook (link to digiday here)
Time is also not always a factor: both at the trade fair and on the web, viewers are exposed to a large number of stimuli, meaning that clips on the trade fair and on the web must equally captivate from second 1.
However, the difference lies primarily in duration and type: While social media clips and explanatory videos should not last longer than 1 minute to a maximum of 2 minutes, a trade fair video can also last longer. However, visitors will rarely always be there from the start, so attention must be paid to clear sections when setting up the video. For example, we have animated a trade fair video for the “Swiss School Of Prosthetics”, where the school is presented in short, completed chapters. Clear and tidy imagery is also an advantage so as not to overwhelm. If the screen is not very large or is located further away, it quickly becomes confusing.
In order for visitors to understand the message exactly and to be able to follow the film without sound, the texts must be formulated well and simply. The more they are incorporated into the visual aesthetics, the less annoying they are and you like to read along. So creating simple captions isn't enough to captivate. You can find an example here, where we created the explanatory film for a trade fair appearance:
Trade show videos are not much different from other videos, but they need a certain special treatment. Because this is the only way it can become an eye-catcher and customer magnet. So anyone who pays attention to a few things and incorporates them into a well-thought-out trade fair concept creates a big advantage over the competition. In addition, the video can also be used for later campaigns in just a few simple steps. So create a trade fair video or, of course, conveniently and uniquely from us.
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