Stand Out at the Trade Show with your Product Video
Trade shows are a B2b marketer’s dream. Potential customers all gather in one place and stream by your booth to review your new and exciting products. This poses a tremendous opportunity to make a positive impression with face-to-face engagement with your prospects.
Trade shows pose a unique challenge for each business to get traffic to their booth since convention centers are often packed full of vendors. A savvy marketer knows how to leverage space in the booth appropriately to attract attention of potential customers. A great way to do this is with an engaging video to introduce the product to the attendees and create a lasting impression. We’ve put together a list of the key ways in which an engaging product video can help you to stand out from the crowd at your next trade show.
Grab Attention
Your product video should be designed to get the attention of the crowd. An eye-catching video has movement, bright colors, and graphics large enough to see from far away. Once your video has attracted the attention of the potential customer, you have the opportunity to move forward with your sales process. A sales associate should be available on the floor to engage the prospect in a discussion about the product. If the product video at a booth is very informational, it could obviate the need for representatives entirely. While this is not ideal compared to face-to-face interaction, it can help you achieve success at the trade show with the limited resources available to you.
Get Your Name Out There
A trade show is a collection of some of the most knowledgeable thought leaders in industry. However, not all of the attendees will necessarily be interested in the product that you are selling. That does not mean that you should ignore them. A good impression can start conversations about your brand outside of the trade show. The attendee may not think to engage with you at the trade show, however they might bring up your brand in a later discussion.
Generate a Demand for Your Product
A popular style of infomercial is situational – “Has this ever happened to you?” The actors in these product videos often have exaggerated problems. This style of commercial is effective because it generates a need in the eyes of the customer. The video helps the customer understand the reasoning behind the product and helps them picture how their lives can be improved by the product. Your video should do the same.
Illustrate Abstract Concepts
If you work in a complex technical field, it may be hard to give a quick elevator pitch for your product. Even if your sales team is immensely talented, complex solutions to abstract problems will always pose a challenge when trying to promote sales. A high-quality sales video can help to rid the customer of some initial confusion. This way, the sales team does not have to explain the concept of the product, but should be available to engage and answer questions.
Reuse the Product Video
One of the biggest advantages about a product video is that it also be used for other marketing purposes. As a result, your marketing department should view a product video as an investment. Video is a marketing tool that can be leveraged to acquire new customers through several platforms, such as email campaigns or corporate social media. Both need to be eye-catching, colorful, engaging, and be quickly identified with your company and product. A talented video production agency knows how to craft a product video that not only suits your immediate marketing needs, but will be evergreen and generate value on other platforms.
Hosting a trade show booth for SXSW 2019? Tell us about how you might incorporate video into your space!
