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I will 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 undertaking movies for some franchise manufacturers and knew I wanted to study extra concerning the trade if I used to be to create high quality video content material on their behalf.
The commerce present flooring on the annual IFA Convention was overwhelming – even greater in individual than I might 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. Although I have been within the video advertising enterprise since my early teenagers, I grew more and more shocked as I handed by 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 truth, by my rely, roughly 5 % of them had been using any type of video content material of their commerce present cubicles.
It was proper then and there that I spotted that I had a price proposition to supply the franchising trade.
The basic side of a commerce present sales space
Corporations – franchisors particularly – spend a great deal of cash to exhibit on the trade’s large number of commerce exhibits. Ground area would not come low-cost, and types usually set out with the perfect of intentions in the case of recouping their funding. These reserved areas solely provide a minimal quantity of area 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 together 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 have got one thing of worth to supply to a particularly captivated viewers. Months of planning usually go into the design, structure, and execution of precisely how you may current your self to the plenty. However to forego any kind of video content material within the commerce present sales space? That is not sensible in any respect. Seven-eighths of our information comes from visible cues. So, it stands to cause that video is the absolute best approach to showcase your model’s worth proposition, key differentiators, and supply your audience with the social proof that 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 just a few arduous and quick truths that you must perceive. An important issue to contemplate is the brief period of time you may should make an impression with video — maybe as little as 5 seconds for attendees casually strolling by. And you may neglect about audio, music, or voiceover narration. Most commerce present flooring are crowded, noisy, and filled with countless branding and messaging collateral, simply able to inflicting sensory overload.
To get the eye of your potential audience, movies should be temporary, eye-catching, impactful, and branded. Any caption layovers should be brief, clear, and simply digestible to the bare eye. All the things you shoot should be edited all the way down to a concise clip that differentiates your model’s worth proposition amidst an countless sea of choices.
Associated: Why Franchise Brands Need to Start Utilizing Video Marketing
Making a sensory expertise by video
Whether or not it is a commerce present, conference, or expo, the ground is usually 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 prime naval commander within the Pacific Theatre in World Conflict II: “Hit Laborious! Hit Quick! And Hit Typically!”
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 robust, clear graphics, in addition to high-energy clips and edits that may excite, appeal to, and have interaction – earlier than following up with a name to motion. Fastidiously crafted movies – no a couple of to 3 minutes in size – that play on an countless loop are extremely really useful. And it is also advisable to have a couple of 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. Show its’ capabilities, whereas utilizing clear captions to clarify its worth proposition in writing. Promoting a service? Create a short – 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 to your sales space, designed with the commerce present viewers in thoughts, can provide 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 sensible funding to contemplate taking pictures uncooked video and scenes proper there on the conference flooring. Any footage captured throughout the occasion will pay 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 shoppers resembling Neighborly, CVS, Residence 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.
