Associations hold conferences to advance the association’s agenda and engaging its attendees, but unfortunately that doesn’t happen without money. You can’t hold a conference and achieve your goals without the money to pay for it. That’s where offering exhibitor videos can help.
I’ve talked about other videos that associations use to make their conferences memorable; promotional videos, conference experience videos, and membership videos. The Exhibitor video is different in that it can bring significant non-dues revenue to your conference, allowing your association to add more benefits to the current event or even help pay for the next event. It’s your choice.
Exhibitor videos are produced for your vendors. These videos highlight the vendor’s benefits and allows them to market directly to your conference attendees. This can look like normal television advertising, but it doesn’t have to be, and that’s where you can set your conference apart. Here are three ways that your association can use exhibitor videos to increase its next conference’s revenue.
1) Sensational Booth Videos
Having a professional-quality video playing in the booth can increase a vendor’s visibility and traffic. Many vendors will pay a healthy amount of money for any edge they can get in the trade show market, so these videos are a great way to add some extra revenue.
This video produced for Mercury Marine at the Miami Boat Show is a good example:
2) Exhibitor Promotional Videos
Want to add a must-have bonus to your sponsorship or vendor package? Allow the vendors to produce and display a promotional video in-between sessions! You can even add them on specially placed monitors throughout the conference for an additional fee. These videos not only benefit your vendors, but also give your members a look at quality products and services.
Potential vendors often pay a hefty premium for this level of access.
3) Explainer Videos
Perhaps the best use of exhibitor videos is to mix education and promotion. When you simultaneously teach your members while promoting the vendors, you’ve got a winning formula. The ideal vendors for explainer videos sell something that your members use on a regular basis, but they might need more information to use effectively.
For teachers, this product or service could be the latest classroom technology. For dentists this could mean a brand new tool that allows for additional speed and efficiency. When you produce explainer videos for your vendors, they will be seen as a trusted advisor, not a shameless promotor, and that combination will make a huge difference in their sales.
No matter what you choose to do with your exhibitor videos, quality is of utmost importance if you are going to charge premium prices. Your vendors will accept nothing less than the best when showcasing their products and services. Don’t try to add these types of videos to your conference without upgrading your equipment and video personnel, or your vendors won’t sign up the next year. Thankfully, you can include the cost of production in your price to the vendor so that the money you put in your pocket is pure profit for the association. That’s just being fiscally responsible.
If you have questions about exhibitor videos, you can leave a question in the comments or visit: conferences.associationstudios.com.
When your association is trying to ramp up the excitement for next year’s conference, there’s no better way than showing your members how much benefit attendees receive the year before. You shouldn’t just tell them how great your last conference was, show them when you can. When you show yourself at your best, you’ll be amazed at how quickly others want to be a part of the action.
The best tool to do this is the conference experience video, one of the six essential videos smart associations are adding to their conference marketing strategies. When you have show experience videos, your members can see how your event impacted the attendees in a real and powerful way. This video from SECO International 2015 highlights how a quality video can showcase the best of a conference.
With Conference Experience Videos, you can engage your members on a deeper level and set your next conference up for success. Here are three reasons that these videos are a must-have for your next conference.
1) Showing Your Best Side
With Conference Experience Videos, you can capture your best moments and show a side of your association, staff, and members that less engaged members wouldn’t know existed otherwise.
If potential attendees are questioning whether to attend your next conference, it might be because they don’t really know the purpose of the staff working to make the event happen. With a Conference Experience Video, you have the chance to show them who you are, how much you care, and that attendees will have a blast while doing good for the association’s mission.
2) Explaining What You Do
Sometimes it’s not always easy to explain what it is that your association does, at least not in a way that keeps the listener’s attention the entire time. Let’s be honest, reciting mission statements can be dry.
Conference Experience Videos are a way to explain the soul and purpose of your association in a way that is instantly understandable and recognizable. Members prefer to see a mission and values in action, not just hear about them.
3) Inspire and Delight
We are a visual culture and respond better to videos than other media. Even the most gifted speaker will have a tough time competing with a Hollywood-style video designed to get attention and tell your association’s story. A professionally produced Conference Experience Video will inspire your members, and any potential attendee, to sign up for your next event.
How does your association show itself off when it’s at its best? Conference Experience Videos capture your priceless moments, clearly express the soul and purpose of your organization, and show all this to your members in a way that inspires and delights. If you want to increase attendance at your next conference event, you should consider adding a Conference Experience Video to your overall marketing strategy.
For more details on the types of videos that make an impact on association conferences visit conferences.associationstudios.com, or ask a question in the comments, I’ll be happy to answer.
Irrational human behavior can sabotage your association’s next conference if you don’t plan for it appropriately. From looking for social cues to needing frequent reminders, your members will not always act in a rational way, consistent with their best interest. When it comes to promoting your association’s next conference, planning for this is crucial.
Without the right amount of promotion that’s specifically designed to make your members excited to attend your event, your attendance may suffer. Nothing is more important than your conference’s registration numbers, so you need to build excitement and motivate your members to attend. There are two main ways that conference promotional videos help attendees break through their mental barriers and decide that your conference worth attending this year.
1) Social Excitement
When’s the last time you were excited about an event or conference, but no one else seemed to care? Humans are social creatures and constantly look to other people for social cues on how to behave. Right or wrong, when the people around us are not excited, we have trouble getting excited or interested.
You can overcome this behavior by using production-quality, high-definition videos to promote your next conference. With Hollywood-grade filming techniques at your disposal, your conference promotions will make your next event seem like the party of the year. Seeing these types of exciting videos will compel your members and potential attendees to sign up.
For example, take a look at this video for the Florida Dental Convention targeting exhibitors:
2) The Repetitive Power of Repeating Repetition
Conference promotional videos also help with information retention. There’s an important term in advertising called “frequency” and if you ask any successful advertiser they will tell you that it’s crucial to an ad’s success. In other words, your members need to see a promotion several times before your message resonates and they feel comfortable signing up to attend.
Your job is not only to get your promotional video in front of them but make it the best video it can be. Producing a mediocre or amateur video can backfire on you. If your conference video is boring or looks less than professional, it can make all your potential attendees question the quality of the event itself. On the other hand, playing a high-quality video frequently will cement the impression that your event will also be high quality and worth attending.
To see the greatest results in your conference promotions, add these videos to a cohesive video marketing plan. Combining the power of promotional videos with walk in video loops, experience videos, social media clips, exhibitor videos, and membership videos, will engage your members and help set record attendance. If you want to break your records for attendance and sponsors, start promoting early and often with high-definition videos as a core part of your video marketing plan.
You can see more examples of essential videos for your next conference at conferences.associationstudios.com.
It’s never more crucial for your association to put its best foot forward than during your conference. These events require an incredible investment of both time and money, so it’s vital that you get everything right. How can you be sure your conference will be a success?
By using the engaging power of video marketing, smart associations know in advance that their events will be a resounding success. Most of these associations aren’t adding tons of new content, or trying the latest technical tricks, just three specific videos. Including these videos in your next event’s marketing mix will yield incredible results.
1) Promotional Videos
Nothing generates excitement among members and potential attendees like Hollywood-style promotional videos. This is where you let the glitz and glamour of your event shine through and enhance your member’s natural enthusiasm for your industry.
These videos work for you around the clock by playing on your websites, over social media, through carefully selected advertisers, and on partner websites. Promotional videos should also be exciting to share, so that your members will be eager to send them to colleagues and friends. These kinds of videos turn your members into your association’s biggest evangelists.
2) Personal Invitations from VIPs
If someone you like and respect invites you to an event, do you turn them down? Of course not, you take them up on the offer. The same principles apply to videos from keynote speakers and presenters for your next event.
Even if the keynote isn’t terribly famous (some of the best speakers aren’t), the effects can be dramatic on your attendance. Filming a high-definition, production-quality video invitation from your presenters, personally inviting up your members to attend, could be the missing piece your internal marketing strategy has been needing.
3) Man on the Street Testimonials
If you follow Association Studios’s work, or worked with us before, you’ve probably heard us talk about engaging your members to do your recruiting for you. There’s a simple reason for that, it works!
Testimonials, shot in a casual style with high-definition, are great for targeting audiences such as members, exhibitors, future presenters, or anyone considering attending your conference. These special videos offer a unique, personal perspective that will resonate with your potential attendees. By showing peer and social approval for your event, you are making their decision to attend even easier.
These three videos will become an indispensable part of your next events marketing efforts. As with any form of advertising, you must use these videos to promote your conference as early and as frequently as possible.
By exposing your membership to these high-quality videos, your association will unlock record attendance levels and see membership engagement like never before. You can learn more about this at conferences.associationstudios.com, or feel free to ask a question in the comments.