Best Practices to Create a Trade Fair Video

Jun 12, 2022

In this post, we want to share some best practices in trade fair advertising. By following these tips and strategies, you will be much more likely to create videos that both resonate with your audience and generate new business.

No matter the size or sector of your business, it is safe to say that trade fairs can be a major accelerant for growth. Especially after the end of Covid-19-restrictions, trade fairs offer excellent opportunities to bolster your brand equity, meet new prospects, and close more deals. That being said, there is an even larger way to capture these benefits at trade fairs. It is through a trade fair video. Better yet, there are some key first principles that can make your videos shine above the rest.

Generate Enthusiasm Before the Show

To start, you will want to create some type of hype before the trade fair. Let’s face it: while trade fairs offer great opportunities to meet prospects and generate business, they are often noisy. They involve many vendors with similar pitches trying to meet the same group of people. While you will probably still face that competition during your trade fair, you can get a head start by creating and releasing a pre-trade fair hype video. 

In this pre-trade fair hype video, think about ways in which you can entice trade fair attendees to visit your booth. Less is more here. You can do everything from tease a new product or service that you will be featuring to featuring your team discussing a demonstration that will be occurring at the trade fair. In the end, you want the viewer to not only remember your video, but be actively convinced to visit your booth. 

Tell Stories in Your Trade Show Advertising

Another general principle that you should follow when creating trade fair advertising is to embrace storytelling. Trade fair videos—and video content generally—are unlike other forms of content in that they are naturally made to tell stories. With video, you can tap into our human preference for stories and our preference for visuals.

So what does this mean for you? Your trade fair video should encompass some sort of story that resonates with your audience. Naturally, you will need to understand who your audience is and the stories that they want to hear. That comes from empathy and the willingness to stand in your audience’s shoes. Once you have a strong thesis, create a story about the problems that your audience faces and how your product or service can address that problem. While storytelling involves many different moving parts, embracing it can help you make increasingly effective trade fair videos.

Carefully Select Your Video Style

From the importance of storytelling, you will also need to be strategic about live and animated videos. When creating a trade fair video, you have plenty of decisions to make. That being said, this is one of the more substantial choices. 

Both types of videos have their pros and cons. Live videos, for instance, are great ways to show off your personality and make real connections with your audience. However, they may not be the best choice if you (or your team members) are uncomfortable on camera. By contrast, animated videos are great ways to show off your products, but you may not get the close, personal connections that are possible with live videos. Carefully think about these costs and benefits when making your decision.

Take Advantage of Video Testimonials

Finally, strongly consider including testimonials in your trade fair video. Video testimonials can go a long way in helping you build closer relationships with your prospects and increase your conversion rates. Because of this, it is well worth your time to find satisfied customers and ask them to be included in your trade fair video. After obtaining the necessary consent, ask those customers to speak about your product or service and how it improved their lives. It’s easier than you think and will help you create much more effective trade fair videos. 

Creating Effective Trade Fair Advertising

By following the first principles discussed above, you will be in a great position to make a successful trade fair video.

If you need help preparing for your next trade fair, we encourage you to contact us. We are more than happy to help you create trade fair advertising that you will love. Reach out today!