In our last blog we mentioned an exhibitor video we created to promote one of our clients.  This video is just one of the several that we are working on for our trade show and event clients.  But how can online videos help trade shows build awareness attract exhibitors and increase attendance?

First let’s discuss why online video is important for today’s marketer.  Studies show that 79% of Internet users in the U.S. watch video on the web.  Many of those people share videos with others via linking and email.  Video is also highly ranked by search engines – according to BusinessWeek.com it is 53 times more likely to appear on the first page of search results than a text entry. Because it is so prominent on the web original branded video content is invaluable to marketers across all industries.

Now that you understand the “why” element of utilizing online videos as a marketing tool let’s discuss the “how.”  Admittedly putting together a video can be both expensive and intensive.  However technology is making videos easier and much less expensive to produce.  There are several options for handheld user-friendly high-quality video cameras on the market.  One option is the Flip Video Camcorder which costs roughly $200 and allows you to upload your video directly to your computer or YouTube.  Certain iPhone models offer a built-in video camera and editing as well.

For the exhibitor video mentioned above we brought the Flip Video onto our client’s show floor and shot in-booth testimonials from exhibitors edited portions of these testimonials together integrated an introduction and closing and added music.  The same can be done on the floor with buyer testimonials to create a video appealing to the attendee audience.  Once the video is completed it should not only be posted to your show’s website but also your YouTube page and blog (if you have them).  Keep the video under two minutes and it can be posted to your show’s Facebook page as well.  The show staff might also want to add a link to the video in their email signatures.

Done correctly and promoted heavily online video can be a valuable weapon in a trade show marketer’s arsenal.  Do any of you have video success stories you want to share?  We’d love to hear other interesting ways video can be used in marketing efforts.