Everyone knows that video is a powerful marketing tool. Nevertheless, many trade fairs continue to rely on event highlights and a few testimonials. The result? Content without depth – a missed opportunity to really reach the audience.
The modern professional audience is confronted with a flood of information every day. To attract – and retain – their attention, you need content with real added value.
But what is really valuable for trade fair audiences?
Trade fair visitors and exhibitors do not pay for an admission ticket or a stand. They do invest in access to a high-quality network.
The true value of a trade fair lies in the people who take part in it – and this fact should be amplified through in the content published by the organisation.
Up-to-date, informative and industry-related content from trustworthy sources are the strongest magnets for a B2B audience.
Fortunately, a trade fair event is a goldmine for such content.
However, in order to be able to take full advantage of this, there has to be a specific approach to production.
And this is where it gets complicated.
In theory, it sounds simple: film interviews and publish them as content. However, in the complex trade fair environment, there is a lack of tried and tested approaches for the efficient production of effective video content.
Why is that? It has to do with a few typical challenges in the exhibition business:
Not only do we help you document your show, but we create marketing assets to promote the next edition as well.
Ideally, the videos will present your show as an indispensable source of information and point of contact, emphasising your position in your industry.
This requires considerable attention to various aspects of production.
How we do it?
The Federal Association of the German Vending Machine Industry recognised the need to bring vending, the hotel and catering industries closer together. The aim: to present innovative vending solutions for new areas of application. A special exhibition area was created for this purpose at Intergastra.
To help build momentum beyond the show, we have developed short video formats that summarise the most important synergies and possible applications of vending in the hotel and catering industries.
The longer video format comprehensively documented the initiative – with interviews with industry experts, exhibitors and trade fair organisers, combined with strong visual impressions. The result: a content asset that can be used as a long-term marketing tool.
Efficient video production doesn’t happen by accident. Our process is tailored for trade fair organizers – from the first meeting to the final content.
