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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 challenge movies for some franchise manufacturers and knew I wanted to study 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 individual than I would anticipated. I used to be decided to see all of it over the following three days, to select as many brains as I might as a result of I clearly wanted an schooling. However 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 enterprise since my early teenagers, I grew more and more shocked as I handed via one part of the ground to a different. The exhibitors, which vary from every part from rising manufacturers to funders, consultants, distributors, and suppliers all appeared to have one factor in frequent. There was no high-resolution imagery displayed. Actually, by my rely, roughly 5 p.c 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.
The elemental side of a commerce present sales space
Corporations – franchisors specifically – spend a great deal of cash to exhibit on the business’s vast number of commerce exhibits. Ground house would not come low-cost, and types usually set out with one of the best of intentions on the subject of 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 profit 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’re, what your model represents, and the way you may have one thing of worth to supply to an especially captivated viewers. Months of planning typically go into the design, structure, and execution of precisely how you may current your self to the plenty. However to forego any kind of video content material within the commerce present sales space? That is mindless in any respect. Seven-eighths of our data comes from visible cues. So, it stands to purpose that video is the absolute best method 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.
Associated: 5 Ideas for First-Time IFA Conference Attendees
Know earlier than you go
Lengthy earlier than the commerce present kicks off, and you are still within the planning levels of making your video content material, there are a couple of laborious and quick truths it’s good to perceive. An important issue to think about is the brief period of time you may must make an impression with video — maybe as little as 5 seconds for attendees casually strolling by. And you may overlook about audio, music, or voiceover narration. Most commerce present flooring are crowded, noisy, and filled with limitless branding and messaging collateral, simply able to inflicting sensory overload.
To get the eye of your potential audience, movies have to be temporary, eye-catching, impactful, and branded. Any caption layovers have to be brief, clear, and simply digestible to the bare eye. All the pieces you shoot have to be edited all the way down to a concise clip that differentiates your model’s worth proposition amidst an limitless sea of choices.
Associated: Why Franchise Manufacturers Must Begin Using Video Advertising
Making a sensory expertise via 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 pulls individuals in and makes them wish to study extra about your model? To borrow a quote from Admiral William F. “Bull” Halsey, a prime naval commander within the Pacific Theatre in World Struggle II: “Hit Laborious! Hit Quick! And Hit Typically!”
Initially, you have to seize their consideration earlier than you possibly can showcase your services or products in a means that piques curiosity and is able to spurring an interplay. The primary few seconds of your video content material should current sturdy, clear graphics, in addition to high-energy clips and edits that may excite, appeal to, and interact – earlier than following up with a name to motion. Rigorously crafted movies – no a couple of to a few minutes in size – that play on an limitless loop are extremely really useful. 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. Show its’ capabilities, whereas utilizing clear captions to elucidate 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 focus on the client’s journey in patronizing the service you present.
Shoot onsite
A well-crafted video in 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 think about capturing uncooked video and scenes proper there on the conference flooring. Any footage captured through 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 may then be repurposed for follow-up alternatives, through e-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.
Associated: Find out how to Successfully Make the most of Video in Your Franchise Model’s Advertising Technique
Concerning the writer
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 filming social proof for manufacturers and franchisors. The corporate contains A-list shoppers equivalent to Neighborly, CVS, Dwelling Depot, ADP, and FASTSIGNS. For extra data on FranchiseFilming’s VIP Subscription Mannequin with no journey charges, no scripts and movies in simply 10 days, go to www.franchisefilming.com.
