Date: 8 December 2016
As we look through our work at the end of the season, it is important to evaluate new ideas and determine what worked well in making the most of our attendance. That’s why today we’re talking video, and how you can use the tradeshow as an opportunity to connect with your audiences visually.
There are a couple of reasons why video is important. First, we continue to learn that visual storytelling is one of the most impactful ways for marketers to reach their audiences—this was a major theme our team picked up at this year’s Content Marketing World. Second, web video is becoming one of the most dominant forces in digital communications—network and software giant Cisco predicts that global consumer internet video traffic will account for 80 percent of all consumer internet traffic by 2019. It’s an eye-popping figure, and enough to spur many marketers into action.
Luckily, tradeshows and video go together like peanut butter and jelly. Here are some practical tips on how you can take advantage.
Plan in Advance. Web videos don’t need to be long—and in fact, they shouldn’t be. Brainstorm with your team a theme for the quick-hitting videos you’ll create at your tradeshow. It doesn’t need to be anything too complex—trends you’re noticing or takeaways from the day’s activities can work well. In year’s past, Quanex has posted daily recap videos on its GlassBuild landing page to offer its audiences a quick glimpse into its activities on each day of the show.
Form a Team and a Process. Make sure your team for creating video has assigned roles and responsibilities. Tradeshows can be hectic, and people get pulled in many different directions, including your team members.
Ensure that creating video is a top priority for select members of your marketing team. Decide who will be filming; who will be on camera; who is responsible for editing; who is responsible for uploading and pushing out on your channels. Make sure you do these things in advance.
People, in Person. For organizations with operations flung across countries and continents, it can be a challenge to get the right people together for the video you might hope to make. One reason to use tradeshows as an opportunity is that it brings together people from different locations all together in one place for a short period of time.
Use the proximity of the tradeshow to your advantage. Connect with a product manager that may work across the country from your marketing team. Connect with a satisfied customer in another state who’s willing to offer his or her perspective. Having your real people together is a big advantage for video communication—and if you’re feeling ambitious, you can create more than tradeshow specific videos, and use these in your communications throughout the following year.
Questions or comments? Contact me directly at Erin.Johnson@Quanex.com.
For more information about Quanex visit www.quanex.com