By Videyah!
The Consumer Electronics Show attracted 140,000 attendees this year. Just like the previous years, eye catching booth designs were inviting attendees to check out the newest gadgets. Celebrity showings, concerts and live entertainment attracted big crowds. Media was buzzing about the newest trends in the industry.
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| CES - Eye Catching Booth Marketing |
2 weeks later the World of Concrete took over. 50,000 attendees interested in the commercial concrete and masonry construction industries came to learn about the newest products and technologies. World of Concrete was very different compared to CES. A paint and machinery smell was hovering in the air. The flashy booths were replaced by equipment, entertainment by live demonstrations, and showgirls by hands on contractors not afraid to get dirty.
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| WOC - Eye Catching Booth Marketing |
Both trade shows had exhibitors using video to showcase their products and attract attention. Some companies got it right but there were too many big and small brands that got it wrong. Here is where we saw some room for improvement.
1. Irrelevant content. Video should grab attention and interest people to stop by at your booth to ask questions. Showing videos of your company history is ineffective. Honestly I don’t care what happened in 1982. A professionally produced trade show video will get you more leads than a video pulled from your new employee-training program.
2. Low quality video. Leave your amateur video for Youtube, not a trade show. Amateur videos scream amateur company. So if you want to create an image of a professional company that means business, start by strategically thinking about your booth design, video and people working there. So maybe eating food and talking on the phone on the show floor is not a good idea either.
3. No risk adverse plan. So here you come with a professionally produced video that explains your products. You wrote and tweaked the script for weeks. But it looks like your trade show neighbor planned a great presentation of their newest speakers by having a dj spinning music all day. You boost your audio volume but unfortunately no one can hear what your video has to say. And benefits that you explained so thoroughly will be unheard. This could have been avoided had you called your neighbors and found out their booth strategies. Or produced a video with the necessary amount of text on screen to improve cognition and be as well understood without audio to avoid situations when audio is not available.
4. Too much too soon. Some companies had really good videos. Visuals were amazing, explanation of the technology was great. I got everything I needed and walked away. Yes when video explains everything you don’t really need to talk to anyone and make a connection. It can be a great online video strategy but at a trade show you need leads. Therefore, never place a too descriptive video at the entrance where people are walking by. If they get all information from your video they don’t have a reason to stop by and talk to you. It might be a lost lead. Place descriptive videos inside the booth where your representatives can stop by and talk to interested attendees. The entrance should have a promotional video of your products, promotions, announcements about give aways, raffles or other ideas inviting them to come to your booth.
5. Inconsistent booth strategy. Make sure your booth design company and video production company understand your booth strategy. All vendors should be working towards one trade show goal – results. If you are coordinating booth design and content from various vendors, make sure they all understand your strategy - how to get more traffic and capture leads.
Check our photo album for pictures from CES - http://tinyurl.com/6nvp8gv and World of Concrete - http://tinyurl.com/7z5ed4f
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