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I’ll always remember the first time I attended a franchise-related commerce present. In 2019, I maxed out one other bank card to register for the International Franchise Association’s annual conference. I had landed a pair of challenge movies for some franchise manufacturers and knew I wanted to study extra about the trade if I used to be to create high quality video content material on their behalf.The commerce present flooring at the annual IFA Convention was overwhelming – even larger in individual than I’d anticipated. I used to be decided to see all of it over the subsequent three days, to select as many brains as I may as a result of I clearly wanted an schooling. But it did not take me lengthy to note that I wasn’t the just one who may use some pointers. Even although I’ve been in the video advertising and marketing enterprise since my early teenagers, I grew more and more shocked as I handed by way of one part of the flooring to a different. The exhibitors, which vary from every part from rising manufacturers to funders, consultants, distributors, and suppliers all appeared to have one factor in widespread. There was no high-resolution imagery displayed. In reality, by my depend, roughly 5 p.c of them had been using any kind of video content material of their commerce present cubicles.It was proper then and there that I noticed that I had a price proposition to supply the franchising trade.
Related: Considering franchise possession? Get began now and take this quiz to search out your personalised listing of franchises that match your way of life, pursuits and price range.The elementary side of a commerce present boothCompanies – franchisors particularly – spend a very good deal of cash to exhibit at the trade’s wide selection of commerce exhibits. Floor area would not come low cost, and types usually set out with the finest of intentions in terms of recouping their funding. These reserved areas solely provide a minimal quantity of area to captivate the hundreds and hundreds of commerce present attendees – and you have to make the most of each inch. Once 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. This 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 an especially captivated viewers. Months of planning usually go into the design, structure, and execution of precisely how you may current your self to the plenty. But to forego any kind of video content material in the commerce present sales space? That is senseless in any respect. Seven-eighths of our information comes from visible cues. So, it stands to motive that video is the absolute best technique to showcase your model’s worth proposition, key differentiators, and supply your target market with the social proof it’s essential to talk a compelling story.
Related: 5 Tips for First-Time IFA Convention AttendeesKnow earlier than you goLong earlier than the commerce present kicks off, and you are still in the planning phases of creating your video content material, there are just a few arduous and quick truths it’s essential to perceive. The most vital issue to think about is the brief quantity 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 full of countless branding and messaging collateral, simply succesful of inflicting sensory overload.To get the consideration of your potential target market, 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. Everything you shoot have to be edited all the way down to a concise clip that differentiates your model’s worth proposition amidst an countless sea of choices.Related: Why Franchise Brands Need to Start Utilizing Video Marketing
Creating a sensory expertise by way of videoWhether it is a commerce present, conference, or expo, the flooring is usually filled with exhibitors, every vying for the consideration of the passing attendees. How do you create a sensory expertise that pulls individuals in and makes them wish to study extra about your model? To borrow a quote from Admiral William F. “Bull” Halsey, a high naval commander in the Pacific Theatre in World War II: “Hit Hard! Hit Fast! And Hit Often!”Initially, you have to seize their consideration earlier than you may showcase your services or products in a means that piques curiosity and is succesful of spurring an interplay. The first few seconds of your video content material should current robust, 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. Carefully crafted movies – no a couple of to a few minutes in size – that play on an countless loop are extremely advisable. 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. Demonstrate its’ capabilities, whereas utilizing clear captions to clarify its worth proposition in writing. Selling a service? Create a short – however impactful – montage that demonstrates the course of of the service you are promoting. Use storytelling and visible cues to spotlight the buyer’s journey in patronizing the service you present.Shoot onsiteA well-crafted video in your sales space, designed with the commerce present viewers in thoughts, may give you a determined edge towards the competitors. But your dedication to using video should not finish earlier than the commerce present kicks off. It is usually a clever funding to think about capturing uncooked video and scenes proper there on the conference flooring. Any footage captured throughout the occasion will pay untold dividends on the again finish. Brands with lots 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.
Related: How to Effectively Utilize Video in Your Franchise Brand’s Marketing StrategyAbout the authorTrevor Rappleye has been an entrepreneur since 2003 – starting his first firm at age 13, changing VHS to DVD and filming household occasions. As the president and CEO of FranchiseFilming.com, he is obsessive about storytelling, management, video advertising and marketing and filming social proof for manufacturers and franchisors. The firm consists of A-list shoppers corresponding to Neighborly, CVS, Home Depot, ADP, and FASTSIGNS. For extra data on FranchiseFilming’s VIP Subscription Model with no journey charges, no scripts and movies in simply 10 days, go to www.franchisefilming.com.
https://www.entrepreneur.com/franchises/unleashing-the-power-of-trade-show-video-marketing/468595
