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Micro Video Will Be The Next Big Trend In Trade Show Marketing. Here’s How To Use It

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Screen Shot 2014-07-01 at 9.23.23 AM

Micro video is a hot trend in marketing. These six to fifteen-second videos have been identified as a hot marketing trend by Forbes Magazine, Fast Company, and others. And it’s easy to understand why—they’re fast, visual, and get to the point instantly.

But micro video isn’t just for social media. Quick, impactful videos are perfect for communicating messages to time-impoverished, over-stimulated trade show attendees.

Three Benefits:

1. Time. Exhibitors have just a few seconds to attract the attention of attendees and a quick clear video that gives just enough information to express their message, explain product benefits or entice attendees to engage.

2. Cost. A short video is less expensive to produce than a long one. Plus with micro-video, customers are willing to accept a more—shall we say—shot on-the-fly—look and feel.

3. Cost efficiency. Companies can achieve incredible cost efficiency by multi-purposing existing content and assets. In addition to trade show applications, micro videos can be used for eblasts, social media, apps, presentations, websites, live events—and even in ads.

One of our customers used this technique recently. While its competitors were showing lengthy video and animations, this innovator stopped attendees in their tracks with a 15-second loop of animated product demos. “We showed them just enough to entice them to a hands-on demo,” says their company representative.

Unfortunately, since micro video is just emerging, we’re a little short on examples we can share. But here are examples of the types of micro-videos that could be used on the trade show floor:

How-to. Micro video is perfect for a 10-second how-to tutorial—as illustrated by this micro video from Sherman Williams on how to eliminate having a paint puddle form around the rim of your paint can.

<iframe class=”vine-embed” src=”https://vine.co/v/hMFZhBnZ3Qa/embed/simple” width=”320″ height=”320″ frameborder=”0″></iframe><script async src=”//platform.vine.co/static/scripts/embed.js” charset=”utf-8″></script>

(If the video isn’t embedded, click this link to view: https://vine.co/v/hMFZhBnZ3Qa

Product Usage and Applications. Show the many ways your product can be used—especially the creative applications your customers have created. In just a few seconds, Oreo fills customers with a dozen ideas on new ways to consume its cookies.

Brand Messaging. The right video clip can make your point—even without audio. Technically the following clip is a 30-second TV spot and not a micro-video but a six-second clip of the elephant cutting back into the wave would make the “big can be nimble” point just as clearly as the whole spot.

Are you using micro-video in your exhibit? If you are, we’d like to hear about it.

 

 

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Ten Sports Metaphors to Draw Trade Show Attendees to Your Exhibit

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http://www.google.com/doodles/world-cup-2014-35

World Cup soccer is heating up, and once again, marketers around the world are leveraging sponsorships and creating tie-in campaigns to increase visibility and earn sports-fan customers. Even Google is getting in on it with its daily soccer-themed Google Doodles.

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Research Supports Value of Integrated Trade Show Marketing

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research

If you’ve been trying to convince management to increase your exhibit and event program budget—or let you enhance your new pre-, at-, and post-event outreach—the results of a new study by UBM may help you plead your case.

UBM, a media and events company with a large roster of tech events, has released results to a study it conducted related to technology events. “The Tech Buyer’s Perspective How to Engage for Event Success” surveyed 820 technology professionals who attend industry conferences and expos.

Although the study was limited to technology marketers, we think the findings are relevant to almost all industries. Leverage these stats in your efforts to persuade management to let you enhance your trade show program—

 

Preshow outreach makes a difference—

  • 59% of technology professionals research exhibitors prior to an event.
  • 62% are more likely to visit a vendor’s booth if they have communicated with them in advance of the show.
  • 75% are more likely to stop and visit a vendor’s booth if they can meet a subject matter expert.

 

Attendees want to learn— 

  • 75% want to see technology demonstrations.
  • 68% are interested in technology “how to” materials.
  • 44% want case studies or peer perspective.
  • 81% would attend a smaller vendor-hosted breakout session at an industry event.

 

Attendees want quality content—

  • 52% of professionals would be interested in a follow-up email with additional research or information from exhibitors.
  • 65% are less likely to engage with a vendor who has “Too much marketing fluff.”
  • 55% are less likely to engage with a vendor who “Only had product brochures available; content was not robust enough.

 

Prove the benefit—

  • 72% of technology professionals would continue to engage with technology vendors if they demonstrated how the supplier solution could help their business.

 

See UBM’s full press release here.

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Use Selective Bursts of Color to Attract Trade Show Attendees

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Property Solutions 1

Smart marketers use selective bursts of color to strategically draw trade show attendees’ attention exactly where they want it.

The benefit of these color accents is that prospects and customers look where you want them to look—and notice what you want them to notice. As a result, more attendees see—and remember—your message.

Property Solutions used this technique to draw attention to three key elements: its corporate ID, round halos drawing attention to its product demos, and the new car it was giving away.

 

511 exhibit 3D Exhibits

5.11 Tactical drew attention to its legendary tactical gear by lining up its mannequin displays on a platform of its signature caution yellow. The result was a giant, glowing underscore highlighting the gear.

How do you use color to direct your exhibit visitors’ attention?

Exhibits designed by 3D Exhibits.

 

 

 

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EMI Research Reveals: Event Marketing Delivers!

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EventTrack report EMI 2014 cover

The Event Marketing Institute’s 2014 EventTrack study confirmed what we exhibit and event marketers have intuitively known all along—event and experiential marketing is now the most effective way for marketers to connect with their audiences. Sponsored by Mosaic, the report includes the results of three separate surveys—one to brand marketers, one to agencies and one to consumers.

Over 600 major corporations responded to the brand survey. Key findings include:

  • 79% of companies participate in events to increase sales, 78% to increase/create brand awareness, 59% to launch new products, 52% to enhance product knowledge & understanding, and 51% to influence deeper customer involvement.
  • Brand marketers expect their annual budgets to increase by over 5% in 2014.
  • 78% of brands are measuring their event and experiential programs in 2014—an increase of 7% versus 2013.

At the other end of the spectrum:

  • 74% of consumers surveyed reported having a more positive opinion about the company, brand, product, or service after event participation.
  • 93% said live events help them understand products or services better than TV commercials.
  • 96% said when it was a product they were interested in, participating in the event made them more inclined to purchase.

Overall, the survey provides a rosy outlook for our industry’s future. It is also is a valuable tool that exhibit managers whose brands haven’t fully embraced the power of events can leverage to motivate management to get onboard.

Download the EventTrack 2014 executive summary at http://www.eventmarketing.com/eventtrack2014.

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