If it moves, you watch it. Offline as well as online. No wonder then that there are more and more videos embedded online. It’s a trend exhibitions can use and monetize.
Video service provider Brainshark already sees moving images as the sixth-most important marketing tool in modern consumer and b-to-b communication in the United States. Around 70 percent of b-to-b marketers are already using online video. Whether product demonstrations, interactive 3D presentations, webinars, interviews, trade fair reports or video tutorials, the possible forms are as varied as the target groups.
In addition to providing information, moving images convey emotions, authenticity and closeness unlike any other form of digital presentation. These are the precise values to which people are most attracted. And they are the values in which they can achieve their goals in the b-to-b environment. U.S. company executives watch business-related videos every second on YouTube, according to research carried out by Forbes.
The production of videos within the trade fair context has proven particularly efficient. The respective fair and the presentation of new products provides an exciting occasion for filming and the trade fair stand can serve as an ideal backdrop. In addition to this, the important interviewees are usually on site and can be recorded in the midst of the appealing impressions of the trade fair event. Therefore, several trade fair organizations have already included video production in their service portfolios, monetizing these extra services on the one hand, while simultaneously enriching their exhibitors’ profiles on the show website. It’s yet another way to offer something extra to your exhibitor.
Kai Hattendorf currently oversees Group Corporate Communications and Marketing at global tradeshow organizer Messe Frankfurt in Germany. He also runs the Digital Business Division of the company. His earlier career includes running the Public Affairs acitivies at Deutsche Telekom / T-Online, and reporting as well as management positions at the German business News agency dpa-AFX. He can be reached at email@example.com or you can follow him on Twitter at @kaihattendorf.