Extending the Shelf-Life of Trade Shows, Presentations and Corporate Events

When a client’s employees were honored at a Women in Manufacturing event in Washington DC, communications firm CK & Co. produced a feature video to share the celebration within their client’s organization.
Organizations and corporate event professionals are missing a huge opportunity when they fail to leverage activities at trade shows, leadership meetings and other events. Best practice among leading exhibitors is to videotape or simulcast major presentations to extend their impact beyond the live audience.

Washington D.C. – September 18, 2018 – Large companies invest enormously exhibiting at trade shows, hosting leadership meetings and other corporate events. Many of these events feature keynote presentations by senior management personnel, though in most cases the audience amounts to several hundred attendees or less.

A best practice gathering pace is the habit of videotaping at such events so the recorded footage can extend the reach and shelf-life of important presentations well beyond the live audience.

The costs of exhibiting at major shows are significant. Making the most out of your organization’s trade show program involves paying close attention to rising and falling industry and consumer trends, says Amy Benes, marketing manager at Nimlok a leading tradeshow exhibit manufacturer.

Video consumption is a major trend that is increasingly popular across general consumers and B2B markets alike.

“We have videotaped at a number of industry events and trade shows over the past 10 years to produce video wrap-ups, stories about product launches, best practices, company culture, customer wins and new initiatives,” says Cynthia Kay, president of CK and Company, a video production and communications firm with a roster of blue chip clients.

“These have been shared internally and externally with a much larger audience than could ever have attended the events. One example is three women from Siemens recently honored by Women in Manufacturing. We covered the event in Washington DC and produced a feature video.”

Event producers and show organizers are also embracing video. Bob Doyle is vice president at Robotic Industries Association (RIA) and A3 Mexico at the Association for Advancing Automation (A3) in Ann Arbor, Michigan. He directs and manages the day-to-day activities of RIA, the leading trade association for the robotics industry in North America.

Doyle says, “We have found video to be an effective way to create interest in this and other events as a wrap-up and also to promote upcoming shows. Automation technologies and solutions are visual and this is a perfect way to showcase them.”

Other national event producers also rely on video as a preferred medium. “Breaking through all the content available to get noticed is a huge challenge,” says Molly Day, VP of public affairs at the National Small Business Association.

“By videotaping over two days at our annual event, we were able to develop more than 30 videos that our organization will be able to leverage for years to come with diverse audiences. The challenge in putting on any event is how to get newcomers to truly understand the benefit, or ‘why this event is worth your time’, and few resources out there truly illustrate that like the videos that were developed for NSBA.”

Generally, video recordings of events will take one of two forms; livestreamed or repurposed video. Each have their advantages, though event management service Eventbrite reports that viewers can spend up to eight times longer with live video. However, there is more flexibility with repurposed video.

Jonathan English at Skeleton Productions says full event video can be cut to produce a short highlight reel, or in the interest of shorter video clips, he suggests that 5-minute case study videos can be cut into a shorter version with an outline of the project. “And always keep stills and transcripts of your videos so you can use the images and copy in other marketing collateral,” he advises.

Cynthia Kay agrees, and also points to the value of extending the reach of important presentations.

“Our large clients invest heavily in trade shows and leadership meetings where senior executives deliver presentations, keynotes and break-out sessions,” says Kay. “When we use video to capture this content, the presentations are seen by more people and the messaging continues to impact its audience for a full year in many cases.”

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