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I will always remember the primary time I attended a franchise-related commerce present. In 2019, I maxed out one other bank card to register for the Worldwide Franchise Affiliation’s annual conference. I had landed a few undertaking movies for some franchise manufacturers and knew I wanted to be taught extra concerning the business if I used to be to create high quality video content material on their behalf.
The commerce present flooring on the annual IFA Conference was overwhelming – even greater in particular person than I might anticipated. I used to be decided to see all of it over the subsequent three days, to choose as many brains as I might as a result of I clearly wanted an training. Nevertheless it did not take me lengthy to note that I wasn’t the one one who might use some pointers. Regardless that I have been within the video advertising and marketing enterprise since my early teenagers, I grew more and more stunned as I handed by way of one part of the ground to a different. The exhibitors, which vary from all the pieces from rising manufacturers to funders, consultants, distributors, and suppliers all appeared to have one factor in widespread. There was no high-resolution imagery displayed. Actually, by my rely, roughly 5 % of them have been using any type 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 business.
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The basic side of a commerce present sales space
Firms – franchisors specifically – spend a great deal of cash to exhibit on the business’s vast number of commerce reveals. Flooring house does not come low-cost, and types usually set out with the most effective of intentions relating to recouping their funding. These reserved areas solely provide a minimal quantity of house to captivate the hundreds and hundreds of commerce present attendees – and you have to benefit from each inch. When you get past staffing the sales space along with your most gregarious gross sales representatives, there’s the requisite desk, banners, signage, and model collateral to consider. It is a golden alternative to showcase who you might be, what your model represents, and the way you’ve gotten 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 will current your self to the plenty. However to forego any sort of video content material within the commerce present sales space? That is mindless in any respect. Seven-eighths of our information comes from visible cues. So, it stands to motive that video is the very best strategy to showcase your model’s worth proposition, key differentiators, and supply your audience with the social proof it’s good to talk a compelling story.
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Know earlier than you go
Lengthy earlier than the commerce present kicks off, and you are still within the planning phases of making your video content material, there are a number of onerous and quick truths it’s good to perceive. An important issue to contemplate is the quick period of time you will must 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 infinite branding and messaging collateral, simply able to inflicting sensory overload.
To get the eye of your potential audience, movies have to be transient, eye-catching, impactful, and branded. Any caption layovers have to be quick, clear, and simply digestible to the bare eye. Every little thing you shoot have to be edited all the way down to a concise clip that differentiates your model’s worth proposition amidst an infinite sea of choices.
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Making a sensory expertise by way of video
Whether or not it is a commerce present, conference, or expo, the ground is often filled with exhibitors, every vying for the eye of the passing attendees. How do you create a sensory expertise that attracts folks in and makes them need to be taught extra about your model? To borrow a quote from Admiral William F. “Bull” Halsey, a prime naval commander within the Pacific Theatre in World Warfare II: “Hit Onerous! Hit Quick! And Hit Usually!”
Initially, you have to seize their consideration earlier than you’ll be able to showcase your services or products in a approach that piques curiosity and is able to spurring an interplay. The primary 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. Fastidiously crafted movies – no a couple of to a few minutes in size – that play on an infinite loop are extremely beneficial. And it is also advisable to have a couple of video show, in an elevated place to attract consideration from a number of instructions.
Promoting a product? Develop movies that transcend product placement and present it in motion. Display its’ capabilities, whereas utilizing clear captions to clarify its worth proposition in writing. Promoting a service? Create a short – however impactful – montage that demonstrates the method of the service you are promoting. Use storytelling and visible cues to spotlight the shopper’s journey in patronizing the service you present.
Shoot onsite
A well-crafted video on your sales space, designed with the commerce present viewers in thoughts, can provide you a determined edge in opposition to the competitors. However your dedication to using video should not finish earlier than the commerce present kicks off. It may be a sensible funding to contemplate taking pictures uncooked video and scenes proper there on the conference flooring. Any footage captured throughout the occasion will pay untold dividends on the again finish. Manufacturers with loads of onsite content material can distill these movies right into a montage or “sizzle reel,” which might then be repurposed for follow-up alternatives, through electronic 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.
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In regards to the creator
Trevor Rappleye has been an entrepreneur since 2003 – starting his first firm at age 13, changing VHS to DVD and filming household occasions. Because 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 corporate consists of A-list shoppers akin to Neighborly, CVS, House Depot, ADP, and FASTSIGNS. For extra info on FranchiseFilming’s VIP Subscription Mannequin with no journey charges, no scripts and movies in simply 10 days, go to www.franchisefilming.com.
