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I am going to always remember the primary time I attended a franchise-related trade show. In 2019, I maxed out one other bank card to register for the Worldwide Franchise Affiliation’s annual conference. I had landed a few challenge movies for some franchise manufacturers and knew I wanted to study extra in regards to the trade if I used to be to create high quality video content material on their behalf.
The commerce present ground on the annual IFA Convention was overwhelming – even greater in individual than I would anticipated. I used to be decided to see all of it over the subsequent three days, to choose as many brains as I may as a result of I clearly wanted an schooling. Nevertheless it did not take me lengthy to note that I wasn’t the one one who may use some pointers. Despite the fact that I have been within the video advertising enterprise since my early teenagers, I grew more and more stunned as I handed by means of one part of the ground to a different. The exhibitors, which vary from the whole lot from rising manufacturers to funders, consultants, distributors, and suppliers all appeared to have one factor in frequent. There was no high-resolution imagery displayed. In reality, by my rely, roughly 5 p.c of them have been using any type of video content material of their commerce present cubicles.
It was proper then and there that I noticed that I had a worth proposition to supply the franchising trade.
The elemental side of a commerce present sales space
Firms – franchisors particularly – spend a great deal of cash to exhibit on the trade’s vast number of commerce exhibits. Flooring house does not come low-cost, and types sometimes set out with the perfect of intentions in terms of recouping their funding. These reserved areas solely provide a minimal quantity of house to captivate the 1000’s and 1000’s of commerce present attendees – and you have to profit from each inch. When you get past staffing the sales space along with your most gregarious gross sales representatives, there’s the requisite desk, banners, signage, and model collateral to consider. It is a golden alternative to showcase who you’re, what your model represents, and the way you’ve one thing of worth to supply to a particularly captivated viewers. Months of planning typically go into the design, format, and execution of precisely how you will current your self to the lots. However to forego any sort of video content material within the commerce present sales space? That is senseless in any respect. Seven-eighths of our information comes from visible cues. So, it stands to cause that video is the very best approach to showcase your model’s worth proposition, key differentiators, and supply your audience with the social proof you must talk a compelling story.
Associated: 5 Tips for First-Time IFA Convention Attendees
Know earlier than you go
Lengthy earlier than the commerce present kicks off, and you are still within the planning levels of making your video content material, there are a couple of exhausting and quick truths you must perceive. An important issue to contemplate is the brief period of time you will must make an impression with video — maybe as little as 5 seconds for attendees casually strolling by. And you may overlook about audio, music, or voiceover narration. Most commerce present flooring are crowded, noisy, and full of limitless branding and messaging collateral, simply able to inflicting sensory overload.
To get the eye of your potential audience, movies have to be temporary, eye-catching, impactful, and branded. Any caption layovers have to be brief, clear, and simply digestible to the bare eye. All the things you shoot have to be edited all the way down to a concise clip that differentiates your model’s worth proposition amidst an limitless sea of choices.
Associated: Why Franchise Brands Need to Start Utilizing Video Marketing
Making a sensory expertise by means of video
Whether or not it is a commerce present, conference, or expo, the ground is often full of exhibitors, every vying for the eye of the passing attendees. How do you create a sensory expertise that pulls folks in and makes them need to study extra about your model? To borrow a quote from Admiral William F. “Bull” Halsey, a high naval commander within the Pacific Theatre in World Warfare II: “Hit Arduous! Hit Quick! And Hit Usually!”
Initially, you have to seize their consideration earlier than you may showcase your services or products in a approach that piques curiosity and is able to spurring an interplay. The primary few seconds of your video content should current sturdy, clear graphics, in addition to high-energy clips and edits that may excite, entice, and have interaction – earlier than following up with a name to motion. Rigorously crafted movies – no multiple to a few minutes in size – that play on an limitless loop are extremely really helpful. And it is also advisable to have multiple video show, in an elevated place to attract consideration from a number of instructions.
Selling a product? Develop movies that transcend product placement and present it in motion. Exhibit its’ capabilities, whereas utilizing clear captions to clarify its worth proposition in writing. Promoting a service? Create a quick – however impactful – montage that demonstrates the method of the service you are promoting. Use storytelling and visible cues to spotlight the shopper’s journey in patronizing the service you present.
Shoot onsite
A well-crafted video in your sales space, designed with the commerce present viewers in thoughts, may give you a determined edge in opposition to the competitors. However your dedication to using video should not finish earlier than the commerce show kicks off. It may be a smart funding to contemplate capturing uncooked video and scenes proper there on the conference ground. Any footage captured in the course of the occasion pays untold dividends on the again finish. Manufacturers with loads of onsite content material can distill these movies right into a montage or “sizzle reel,” which may then be repurposed for follow-up alternatives, by way of e-mail, your web site, future blogs, and even social media posts, as a result of nothing tells a model story like your gross sales efforts in motion.
Associated: How to Effectively Utilize Video in Your Franchise Brand’s Marketing Strategy
In regards to the creator
Trevor Rappleye has been an entrepreneur since 2003 – starting his first firm at age 13, changing VHS to DVD and filming household occasions. Because the president and CEO of FranchiseFilming.com, he is obsessive about storytelling, management, video advertising and filming social proof for manufacturers and franchisors. The corporate contains A-list purchasers corresponding to Neighborly, CVS, Dwelling Depot, ADP, and FASTSIGNS. For extra data on FranchiseFilming’s VIP Subscription Mannequin with no journey charges, no scripts and movies in simply 10 days, go to www.franchisefilming.com.
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