Grab Them with Video
If your reading this, I have about two more sentences before you decide to continue reading or move on. Understand this, a great video can provoke an audience to do almost anything in a just a few seconds, and it doesn’t have to be expensive. So, if you want to grab the heads and hearts of your attendees, please read on.
Its true, we are constantly bombarded with messaging in our every day lives. Just driving to work you are assaulted with radio spots, billboards and a sign spinner on a street corner coaxing you to buy another coffee and a donut. The attack is even greater at a meeting or convention where marketers sell sponsorships for everything from the awards gala to the restroom mirrors. Logos and messages are everywhere.
Sponsors are needed to help fund the top speakers and throw over-the-top events. But how can an event organizer compete with the logo soup the average attendee is swimming in the moment they step on the tradeshow floor?
The answer might be video.
Those attendees braved their way up the branded escalator to get a sponsored cup of coffee, then walked past a dozen sponsor booths before entering the auditorium where a large screen is rolling a never-ending loop of sponsor’s logos. Then the keynote speaker takes the stage in front of an audience already highly distracted from information overload.
Getting the audience to focus on the speaker can be a challenge. They just ran the sponsorship gauntlet and their minds are not completely focused on the expert in front of them. That is, until the lights dim, the background music fades and a stunning video springs to life, capturing the attention of everyone in a seat.
Video often serves as natural book ends for an event. They can be prologues or epilogues, focusing an audience on the next topic of discussion or sending them away with the motivation to act upon that topic.
A great video requires a budget, yet with the proper planning, that budget doesn’t have to break the bank. Often, it’s a matter of understanding the message being delivered and knowing where to find the content needed to create the video. With these two components fleshed out, shooting time can be reduced and the editing time kept well in control.
Some of the best content is often right under our noses. The camera may follow a recognizable conventioneer through parts of a day, discussing a specific challenge with colleagues. The issue seems unsurmountable until our unlikely star stops to read some signage about an upcoming keynote address. The piece ends with attendee walks into the theater. Then, seamlessly, the stage lights come up and an expert on the topic walks out to a loud round of applause from people focused and eager to learn how the keynote will solve what ails them.
Following a day in the life of an attendee is almost always affective. The scenario provides everything a successful story needs including a victim, an antagonist and the introduction of a hero. With the lights down, the audience is forced to focus on the screen, drinking in the message within the video.
Some of the footage may be combined with others to create a highlight reel, recapping the day’s activities, or used to build the buzz needed to drive attendance at future events.
The next time you plan a program in need of some focus, an event requiring a specific emotion or call to action, consider video as the viable, multi-sensory vehicle to drive results.
To learn more about how videos might work for your upcoming event, click here.