Most of us watch movies and other video content on a daily basis. On Instagram, Youtube, Facebook, and also in our online daily newspaper. Videos are attractive and have a high entertainment value. But what does it look like at trade fairs? In order to make contact with trade fair visitors, you first have to be seen. And the visitors don’t just have to see you, they also have to be addressed and touched by your stand. There are many ways to be seen and get your message across effectively. One of them is the use of LED video walls at your exhibition booth.
The “Motion Attention Effect”
Movement generates attention. In behavioral psychology, this is described as the “motion attention effect”. You need this attention to convey your offer, your product or your most important message, your “Key Exhibition Message”.
LED video walls are the perfect tool for this. Instead of photos and static images, video marketing and moving content are finding more and more use in marketing. This also applies to your exhibition stand.
At trade fairs, everything and everyone is screaming for attention. It is therefore definitely more difficult to arouse and retain the interest of the visitors. It is not enough to just show a logo or your product at your stand. Even a trade fair strategy that only relies on proactive salespeople and distributing brochures with a “big smile” is not enough either.
An attractive stand, clear communication and a good “key exhibition message” are simply super important for a successful trade fair. Moving (video) content can play an important role here.
Incorporating screens or LED video walls into your booth is an excellent idea in many cases, for both small and very large stands. However, here you have to consider the most important do’s and don’ts of video content.
But first, let me dig a little deeper into the benefits and arguments for video marketing.
Why is led video wall marketing a good idea at your booth?
- The “Motion Attention Effect”. The human brain reacts to movement. Movement means change or even danger. That’s why we react more attentively to “movement” and moving content than to static information.
- Stand out and be different. LED video walls set you apart from other exhibition stands. This makes it easier to make your booth stand out from the crowd of other booths.
- support sales. Video content can help your salespeople engage in conversations with trade show attendees. For example, the seller can use a touchscreen or tablet (connected to an LED video wall) to show visitors product information, application examples, case studies or reviews.
- Visitors stay longer at your stand. When you offer video content, you extend the time a visitor spends at your booth. And the longer he’s in your booth, the more opportunities you have to build a relationship.
- It’s easier to get stuck with you. When you show good content, you make your customers’ visit more pleasant and interesting, and you also ensure that your product or brand is remembered for longer.
- Video content to lower inhibitions. Each stand requires one or more elements to lower visitors’ inhibitions. These elements must convince doubting visitors and make it easier for them to make contact. I write about this in detail in my book “Trade Fair Marketing: That’s How It Works!”. Videos can be a powerful way to lower inhibitions. Visitors watch your video content, which makes it easier for them to contact you.
“Content is king”, also at your booth. But what kind of content should it be?
Depending on the goals you want to achieve with your exhibition, you can choose different forms of video content:
- Entertainment – make your visitors listen attentively or smile with amusement with beautiful, funny, emotional or captivating content.
- Product videos – they show your customers what your product or service can do for them and what it means and benefits to them. But be careful with boring technical and other details that nobody cares about. Above all, show the application of your product. So: “Not the features but the benefits”
- live presentations. Do you have a speaker with an intriguing and interesting story at your booth or somewhere else? Then make sure that this presentation can also be seen on your LED video wall. People love to watch people. So this is perfect for catching the attention of passing visitors with your stand.
- Case Studies and References. This creates trust and shows authority. You also support your sales staff and the sales process. Ask your most loyal customers for a video interview and a recommendation.
- corporate videos? Of course you can also show films about your company. But please ask yourself whether your corporate video is interesting enough to be used on your stand. In my experience, a lot of corporate videos are pretty boring… Maybe they’re useful as a “wait-time cheat” for visitors who have to wait in your reception area, but not to stand out at trade shows.
Some considerations for using video content at your booth
- If you are considering using video at your booth, please ask yourself the following questions:
- What do you want to achieve with the video content? Do the videos help you achieve your exhibition goals?
- To what extent does the content offered correspond to your brand and image?
- What is the most important message that you want to convey with your stand, your “key exhibition message”? Does your video content contribute to this?
- Is the video just an eye catcher? Or does it also help you to filter out the right and most important people for your company from the mass of visitors? To do this, please also make sure that your sales reps know how to “filter” the right people from the crowd of all visitors.
The do’s and don’ts of video at your booth:
- Keeping a long story short. Make sure your video content is short. Visitors rarely stand at your booth for minutes and watch your video. The motto here is short and meaningful.
- A clear “key exhibition message”. Deliver a clear message. What does a visitor need to know and remember after watching your video? And then what do you think he should do? What is your central message for this trade fair – your “Key Exhibition Message”?
- Subtitle. Sound is mostly not possible in your video. So use subtitles. Is your audience international? Then use English subtitles.
- Extend the period of use beyond the trade fair. Also use parts of the video in marketing before and after the exhibition. For example, you can use the video as a teaser in social media and for mailings – before, during and after the trade fair. In this way, you extend the duration and impact of your trade fair participation.
- Let your sellers “filter”. Do you have a particularly eye-catching, funny, emotional or attractive video that attracts many visitors to your stand? Perfect! But don’t forget that you also need to “filter” the prospects. Are the visitors only interested in your funny video or are they also potential customers? A specific question or two can help you find out.
- storytelling. When you tell a story, something happens in the listener’s brain. A story is easier to remember than a list of often boring facts. Storytelling gives information a deeper meaning. Keep this in mind while producing your still video.
- CTAs. At the end of the video, tell the viewer what you want him or her to do with a call to action. For example, you propose a conversation with one of your sales reps. Or ask the interested party to request a test package, a demo, a sample or an information package.
- Incentives and incentives offered in your video lower the threshold for further action your visitors may have. For example, think of discounts, a free month, bonus, etc.
- go big If you decide to incorporate TV screens or LED video walls into your stand to attract and inform visitors, make them as large as possible. Of course, the size of the screen or LED video wall should fit your stand concept and your video, but in principle, the bigger the better.
- Volume? Sound in a video at your booth usually does not work. Nobody will hear anything. Unless you have installed a full sound system with large speakers at your stand. But then you have to ask yourself to what extent this is even desirable because it disrupts the conversations at your booth. In addition, trade fair organizers usually set noise limits to avoid disturbing visitors and other exhibitors. So it is better to make a video for your trade fair participation that does not require sound and use subtitles if necessary.
- Beginning, middle and end of your video? When creating a video, choose a clear structure and a specific storyline. This gives your video a defined beginning, middle, and end. For example, you sketch the problem at the beginning, show your solution in the middle part of the video and at the end tell what advantages your solution has.
- The problem with having video at your booth, however, is that you never know when a visitor will “connect”. For example, if your video lasts a minute and the viewer starts watching it after 30 seconds, does he still get what it’s about? If not, then there’s a good chance he’ll quickly disengage and move on. Pretty tricky. This is also a reason why videos at exhibition stands have to be short. Discuss this with your video producer.
- Boring corporate videos without a clear message. Unfortunately, you see these quite often. Long, soporific videos, in which mainly the CEO speaks, and the company premises and company cars are shown far and wide. And in which a clear message is missing. So please don’t do that too.
How we can support you with videos at your stand
At LV Led Video Wall we are happy to go further and provide you with more comprehensive support than just building your exhibition stand. We advise you on the best options for your trade fair presence and point out possible decisions to achieve your exhibition goals. Even when it comes to the best uses of video content, screens and LED video walls, we are happy to share our experience and expertise with you and offer you valuable and honest advice.
When it comes to the practical implementation of video integration on your stand, we offer you various options:
- LED screens 36-80 inches. These screens are attached to special brackets on your stand. The videos can be played from a USB stick or from an external laptop, for example. This option is mainly intended for relatively small screens.
- Integrated LED video walls. With this option we integrate LED panels into the frame of a (modular) stand. Since these panels can be connected “endlessly” to each other, this option is primarily intended for very large screens or even complete LED walls. An LED wall that is, for example, 2 x 3.5 meters or even larger is no problem here.
We deliver our exhibition stands as plug-and-play as far as possible. We take care of the hardware (TV screens and LED video walls), but also the technical installation and support during the fair.
Together we will make your participation a great success. Please contact one of our stand construction specialists for more information or a free quote.