How to make the most of your visit to an industrial exhibition
We’ve all been there, trudging the halls trying to make new connections among a sea of visitors. It’s tough. But with a solid video strategy you’ll have a real advantage.
Each year, over 15,000 professionals visit the Advanced Engineering show at Birmingham’s NEC – if you don’t want to melt into the crowd, these are the 7 reasons why you need to be using video for your Advanced Manufacturing and High-Performance Engineering company when you visit a show.
If you are an exhibitor and are not using video, then we need to talk!
1. Have your own exhibition stand in your pocket
Any interaction you have at a show puts your company in the shop window – You need to think like an exhibitor – how can I best promote my company and communicate what we do? You can’t carry around a stand, but you always carry a display screen in your pocket – your phone! Used correctly, it can be just as effective.
2. Be memorable and take immediate advantage of an opportunity
After an exhausting show day you are probably left with a fistful of business cards. Can you remember all the conversations? Which company was which? Chances are you’ll forget, and they will forget you too. If you can show them immediate dynamic proof of your service on video it will make you memorable and maximise this precious opportunity.
3. A good excuse for an email follow-up and starting a conversation with a warm lead
The important lead hasn’t got time to watch the short film in the hall, but there is interest. Keep that conversation going by sending an email straight away with a link reminding them to watch your engaging film. Make sure you follow up after the show – what did they think, do they want to know more? Have your video assets ready on your website to nurture leads.
4. Use a specific video as an excuse for a website visit
As a call to action, prospects are far more likely to visit your website after the show to watch a specific video then a site with none – and more importantly they will stick around and explore it further. A show will generate competition for website visits – use videos as a focus for your site.
5. Dynamically demonstrate your facilities or services instead of boring your audience
However well you think you can capture your audience’s attention on the exhibition floor you will be no match for a professionally produced video of your service or facility. This is the classic ‘Show, don’t tell’ – You are not there to describe what you do. You are there to answer questions on how your skills can solve a potential customer’s problem.
6. Have your champion clients and successful projects to hand
Remember when your high-performance engineering skills smashed a client’s problem? Wouldn’t it be great if they could be at your side singing your praises? Well they can via video case studies or testimonials. An endorsement could make the difference with a new contact; make sure you’ve got one to hand.
7. Make a great impression – make sure your videos reflect your brand
Remember you are a walking advertisement for your company and so are your videos. Competition is high, so how does a shaky handheld iPhone video of your latest process reflect your values? You don’t cut corners on your engineering, so make sure your video presentation is just as polished.