Events are one of the best ways to engage with prospects and customers, learn and share industry knowledge, and collect multiple leads that could fill your pipeline for the next few months. You might not realize hiring a video production company for your event is a critical piece of success; not only for the event itself, but also for your company in the months after. Some event coordinators might only think to hire a photographer to capture highlights of the occasion, but videos can be much more engaging than still photos or text because they appeal to both sight and sound. Videos are also some of the most shared pieces of content on the web. Most companies include at least one piece of video content in their corporate events like a promo video, for example, but there’s so much more you can do with video during and after the event to get the most out of it.
Here are 5 types of event videos you need to have and how to use these multi-purpose marketing assets to continue to generate new leads, drive inbound traffic, and engage audiences.
- Promotional or “promo” video
Think of this as the movie trailer for your event. The promo video is often short, energetic, and a great way to get attendees excited. The video can be posted to your website, social media platforms, and sent to registrant’s emails in the weeks leading up to the event. Key topics that will be covered should be shown in this event preview, so attendees can start to prepare and develop questions. You can also provide informational videos on how to register, how to use the transportation system, and other topics that are helpful, particularly for first-time attendees. It’s a more exciting way to do the traditional ‘know before you go’ email. Creating a video showing a preview of the keynote speakers, entertainment or panel discussions attendees will experience will get them pumped and ready!
- Conference opening video
All corporate events should begin with a welcome of some kind. Oftentimes, it’s a corporate head honcho who does a quick speech on stage and maybe shares a short PowerPoint presentation. A welcome video can serve the same purpose as a presentation or speech and even more. The conference opener can set the expectations for the event regarding the opportunities, purpose and what attendees can get out of the experience. It can also build up excitement for the event by previewing guest speakers, honoring certain sponsors or special guests, and highlighting key vendors.
- Live streaming
Live streaming your event has many benefits not only during, but after your event as well. Due to costs and venue capacity limits, a well-produced event can only manage so many in-person attendees. Live streaming it helps out those who weren’t able to attend. Live Streaming and archiving your event will provide you with a recording that can be watched over and over again, by both those in attendance and those who missed the event. If someone ends up live streaming your event, they may see how awesome it was and decide to physically attend the next year.
- Video highlight reel
Putting together a highlight reel is a great way to summarize the purpose and key messages of your event. This type of video is about capturing the significant moments, activities and insights that took place and brings it all together in an engaging way for attendees. Highlights often include venue location, sound bites from speakers, shout outs to sponsors, any entertainment, and attendees networking. Not only does the highlight video reinforce the key message of the event, it can be a useful way to remind guests of what actually happened! There can be so much going on that people don’t absorb all information. Equally, if someone wasn’t able to attend the event, this is a great way to catch-up on all the activities that took place, and get them excited, so they attend next year.
- Customer testimonial video
If you’re hosting or participating at an event, that means your customers are likely there, too. Take advantage of the opportunity and get them on camera to create customer testimonials full of passion for your brand. Attendees can also be interviewed on what they are enjoying and learning to get more people to attend your next corporate event in the future. Also, try to grab a few thought leaders or keynote speakers for quick informal Q&As to talk about the latest industry trends. All of these videos can be very effective for blogs, post-event campaigns, customer success story pages on your website, and email marketing programs. Not all the event videos need to be formal, educational materials. Showcase the event experience and your company culture for everyone to see! When following up with prospects, you can use footage that captures the spirit of the conference and encourage them to attend the next year. Not only does this kind of video work to advertise and showcase the event, it’s a great way to market your awesome brand. It can also show possible prospects how great it would be to work with your company!
To go ensure your event videos are of value to you and your company, share them on a custom event video page, or somewhere on your website. An event page allows attendees and those who couldn’t attend or live stream the event, to review all the footage and share them with colleagues. This will allow you to track which videos are getting not only the most views, but also the highest audience engagement. That way you’ll know what kind of content works to engage your leads and customers, and you’ll make sure to get even more of it the next time around.
Corporate events should serve to energize the attendees, inspire them and create a renewed sense of purpose. A well thought out corporate event video plan can help you achieve that goal for your next event, branding and future marketing. Do you have other ideas for ways to use video at your next event? We’d love to hear about them in the comments section!