I've had plenty of conversations with folks whose companies are stalling out at exhibitions. They're super keen to impress passing custom and get as much footfall into their exhibition space as possible.Who wouldn't want that when you're paying a premium for the spot and event? Your reputation is on the line afterall if you're not hitting the target you've been set of collected leads. Some folks consider the screen they've rented to be a 'nice-to-have', something that looks a bit like you've pushed the boat out and that's job done, right?
Not quite. The content playing on the screen reflects the fact they're unaware of the specific role of an exhibition screen in the first place. The video or animated content might be an explainer video you had made for your unique process or talking heads of testimonials created for case studies. But if you want to take advantage of footfall, people to stop in their tracks, watch and walk across the threshold into your space, how does corporate video - content NOT designed to stop footfall - achieve this?
Explainer videos and testimonials are great at educating and for social proof. They're designed to be right at home on your website, socials and YouTube. They're NOT designed to stop people in their tracks at exhibitions. Much like stopping the scroll on social media, you need video content to give a proverbial visual slap across the chops to prevent as much walk-past as possible. Only once that attention's gained, will they look deeper to see who you are and how you'll benefit them.
Often the right creative route to follow on exhibition screens incorporates fast-paced video edits, the right kind of transitions between shots (match-cut or zoom anyone?) to attract eyeballs and strageically placed graphics. We like to call them brand reels or sizzle reels for obvious reasons! If that style doesn't reflect your company's brand there are a myriad of other ways to attract attention with your brand assets. And 1 minute's worth of content is fine :)
I've been creating video content for a wide variety of platforms including TV and event screens for 20 years and know exactly how to leverage the most from your brand to get those eyeballs (and therefore feet) to do what you need when you're at a show. If you'd like to know how I can make the most of your screen content for your next show drop me a message.
