Video is a perfect way to help promote an event or conference as well as keep a record for future use. The event maybe an internal one for employees such as an annual ‘Kick-Off’ or business announcement, keeping a record for the archives or use in new hire induction training is very valuable. Video of external events can be used in many different ways before, during and after the event.
Working with the European Snacks Association (ESA) in-house marketing team our brief was to create a video to help them promote SNACKEX, their bi-annual Conference and Trade Show. The content had to be representative of the event which had over 100 exhibitors, a conference with a wide range of speakers and also a series of show floor seminars. There were also receptions and other business networking opportunities. The video had to help convince exhibitors to book stands and delegates to attend the event so allowing them visit the stands, listen to presenters and network with other attendees.
The year before the event we interviewed the Director General of ESA to get an update of the status of the show. We created a short info update and promo video using a Q&A format so viewers would get an update on the latest plans and remaining availability of stand space. Six months before the event we worked with them to identify people to interview about their participation and sponsorship of the event. The resulting audio and video was put online and used by them to promote the event. The microsite was built and hosted by us. For the event itself we pre-arranged interviews with company representatives on their stand and with presenters we would like to interview. We captured footage of presentations, receptions, the show floor, and ‘vox-pop’ interviews with delegates and visitors. This was then used to create promotional video for the 2017 event.
The result – SNACKEX 2015 was their best event yet. Over 100 exhibitors attended with 100% of space sold and over 2,000 delegates attended. The videos we produced had many thousands of views and are still helping promote the 2017 event by being watched every day. Those viewing numbers will increase over the coming months as active promotion of the 2017 event continues.