Event Marketing Secret Weapon: VIDEO

A picture is worth a thousand words, but did you know that a 1 minute video is worth 1.8 million of them?

Dr. James McQuivey of Forrester Research did some digging and found out just how much of an impact video can have on its audience. For instance, 80% of your online visitors will watch a video while only 20% will read text content in its entirety.

Why is it then that businesses, especially those that are event driven, are not using this incredibly powerful marketing tool in every way possible? The answer is I have absolutely no idea.

When I think about the strategy that goes into event marketing, video production seems like such an obvious force. The visuals and energy that pump through events translate vividly on film, yet are vastly underutilized…

Think of event marketing as a train. The event itself, all of the excitement, education, preparation, buzz; all of the information that you want to get into the eye line of possible attendees or sponsors: those are the cars.

But what is the engine pulling these fully loaded parcels to your target audience with the most statistically proven force in our digital era? All together now… in beautiful, harmonic unison: Video.

If you did not sing the word in knowing jubilation then these following facts are for you.

• Videos are shared 1200% more times than links and text combined, Orion 21 reports.
• Forbes reports that 59% of executives would rather watch video than read text.
• An introductory email that includes a video receives an increased click-through rate by 96% says Implix.

While I stated earlier that I don’t understand why event video production falls by the wayside, I do think that it boils down to two small trains of thought:

1. The stats are unknown or not proven to the coordinator
2. Coordinators often think video comes with a huge price tag

I’m going to go ahead and assume that the monstrous numbers above have taken care of the first roadblock. 96% increase in click-through rates? Ya. That’ll do.

Though in regards to the second, it’s a completely valid concern. A concern that long expired since the appearance of DSLRs and less expensive access to quality editing software. Gone are the days when a massive production house with a five-figure bill attached is the only option for event video production. To create a high-quality promotional video during an event does not often require a crew and truckloads of equipment. While there is something to be said for RED cameras, an abundance of lighting, sound engineers, and a full production staff, this way of thinking is no longer the only way video with a gorgeous and effective turnout can happen.

Check out these examples of how video can look great without flashy production. In fact, both videos were shot with just this setup:

If you’re an Endless Entertainment fan (as you very well should be) you’ll want to see this video we created for them to use in their sales approach in booking new events (Phoenix Comicon 2014: Phoenix Convention Center):

Here is another feel good video that was shot during the time the photo was taken (Mark Jamnik Coaching at the Infusionsoft Conference ICON14: Phoenix Convention Center):

Don’t get me wrong, there are certainly times where major production should be considered, but when it isn’t quite necessity don’t let thinking that it is the only option stop you from exploring video for event marketing. It doesn’t hurt to ask about your options. I am the first person to say, “No you don’t need all that. Let’s keep it simple.” To be honest, it is so much easier to capture the true life of an event when the production end is staged as little as possible, but that’s just my experience from being behind the camera, running around like crazy at the events, and spending hours in the editing bay.

Also, make sure to find a company or professional who has done proven good work. Along with the newfound accessibility of cameras and software has come a lot of “videographers” who own the equipment, but lack the talent. There is nothing that puts a bad taste in your mouth than spending a lot of money on a product you’re not happy with. Ask colleagues for referrals or if you see a great video on a local company’s website, contact them and find out who they used. Capturing an event is a one-time shot. Don’t gamble with it.

Another way to think about event video production is to create informative and emotion driven videos for presentations. In a grand ballroom setting, the talking heads can get a little, well, dull. You lose the attention of your audience and more often than not, the messaging never gets all the way through. I have seen a handful of events use video in the most impactful ways imaginable. You would be amazed at how showing an emotional, four minute video documenting service dogs in children’s hospitals will bring in exceedingly more donations and awareness to the cause than the Chairperson talking about it for an hour. The same goes for products and testimonials to whatever the event’s cause or sales goal is. The impact of video is vast and those who have used it or seen it in these settings when done well will attest to that.

If you have questions or want to know more about video in event marketing check out the website and don’t hesitate to reach out. There is always an option that can squeeze into an event budget and we can certainly work to find it! Visit WAKE brand media’s website