Digital Signage

Using video to secure exhibitor rebook
How Using Video Increases Exhibitor Rebook

Securing exhibitor rebook has always been a high priority for event organisers and meeting professionals. Often, the best time to do this is at the event itself. When exhibitors are present, you are already thinking about the future event lifecycle and the exhibitor and brand experience is front and centre of mind.

With many turning to digital channels, the current perception of live experiences can make this more difficult. It is the job of today’s event organiser to employ a sophisticated arsenal of tools to ensure that the live event experience is perceived as a key platform through which to build relationships and close business.

Exhibitor rebook and event TV

Event TV is a dynamic broadcast channel that transmits real-time and pre-planned video content across screens throughout the concourse of an event and online. It’s part of a pre-, live-, and post-event marketing strategy that provides exhibitors with a multitude of content to repurpose and share with their audiences. It’s a platform that can be monetised, adding value to the event, while remaining affordable for organisers and their exhibitors.

Using event TV not only captures and broadcasts exhibitor content throughout the event, but also offers an excellent opportunity for organisers to prove ROI, minutes after show ends to encourage exhibitor rebook. With event TV, organisers are privy to a selection of videos which can be interspersed with statistics on engagement, attendance and sales made, all of which make an enticing offering for an exhibitor considering rebook.

Organisers are able to utilise expert film and editing crews to capture the sights and sounds of the entire show and create an end of event showreel which gives exhibitors all of the information they need to make an informed rebook decision.

This video can be played across the halls on final show day, or as exhibitors pack up, allowing them to get a feel for how the show went before it has ended.

The use of video and an event TV platform can help improve exhibitor experience, increase ROI and give organisers a portfolio of statistics on engagement and interaction that can garner interest in the next show ahead.

Statistics on how many attendees there were, what they viewed, how much information they took away and how many stands have already been rebooked. Custom information such as special offers and discount on rebook can also be incorporated, with visual countdowns and messaging that cuts through the noise and speaks directly to exhibitors still at the show.

 

Some of the other benefits of using an event TV video platform to encourage exhibitor rebook include:

Engagement

Video is by far more compelling then text alone! It captures attention and requires little on the part of the viewer. This is twofold; an event TV platform used throughout the show to capture exhibitor insights and key interviews provides exhibitors with rich content that they can engage audiences with all year round. At the same time, it provides organisers with a rich depiction of the event where exhibitors can see, hear and take in the event aura which will entice them to want to rebook for the next show ahead.

By using video as a way to engage exhibitors into the rebook process, it provides a more intimate experience and gives a well-rounded view that a web page or stats sheet alone just cannot provide.

Furthermore, exhibitors can use the video as a 1-2 minute overview that they can send to their CEOs and other key executives who may not have been able to attend the event, therefore making the message more accessible.

Rather than reading stats, the exhibitor and their team can see them, designed in a more visual way. The result? They can picture themselves there and are able to make a decision – fast, on whether they should ensure exhibitor rebook for the year ahead.

360-view

Within events, exhibitors are often stuck on their stand and miss seeing the wealth of activity going on around them. From keynotes, to breakout sessions, entertainment and launches, there is often more to the preparation and execution of the event than meets the eye. For organisers, video provides an opportunity to capture insights from every corner of the event. This content can then be made into a showreel and targeted specifically at exhibitors to give them a 360-degree view of the show. It can be enhanced with captions, notes and bullet points that annotate the areas and guide the viewer through the experience.

This allows organisers to ensure that all of the incentives and concepts they work on throughout the entire event cycle are placed forefront of the exhibitor’s mind when it comes to making a decision on rebook. For the exhibitor, they are able to see any opportunities they may have missed that can be incorporated into their planning and marketing schedule for the year ahead.

Social proof

Anyone can write and publish a testimonial, but video testimonials cannot be fabricated. Using video at your event to capture and interview thought-leaders and attendees on their perception of the show can create powerful social proof that the exhibitor should rebook for another year.

These could be the testimonials that help sway an exhibitor’s decision who may be in two minds about whether to book now or consider later. Video testimonials filmed live at the event also capture that buzz that only comes when you are in the thick of the show with exhibitors and visitors alike, buoyed up with atmosphere and success.

Video testimonials create rich social proof that your event was exactly as depicted and creates visceral reactions in the minds of those watching. Allowing you to increase exhibitor rebook rates and your exhibitors to make an informed decision.

Extending reach

Once created, video can be shared across industry associations, websites, press releases, social media channels, email communications and blogs. It makes excellent material for exhibitors who are looking to extend the reach of their event presence.

By providing exhibitors with video content from the show, both exhibitors and organisers can amplify their reach and therefore gain more mileage from their exhibiting experience.

As well as being a useful tool during the event itself, video is an essential part of most organisation’s marketing and content strategy outside of the event.

Google’s universal search showcases video content on the first page and prominently above the fold. Video content is much more likely to generate first page rankings than traditional SEO methods.

Creating event videos for exhibitors to use and repurpose gives them huge opportunity to attract organic search traffic and raise their profile ready for the next time they exhibit with you.

Proving ROI

A key consideration of many exhibitors is how to prove the ROI of their event presence. Event TV and video collateral provides a tangible way in which they can monitor the success of their exhibition stand. Rather than looking at how many attendees they spoke to during the event, they can also see statistics on who engaged with their event video during and post event, how many shares they had, what the reach was across social media and a whole host of other statistics.

This means their investment in the event doesn’t just stay with the event itself. Instead, it continues to work hard for them after the event, through the rich video collateral that is sent out to all attendees (even those they may have missed during the show). It also works through video players which can be embedded onto their websites, through the video they can use to raise engagement and reach on social media and the leads they can accumulate from the videos alone.

All creating a rich list of metrics which can be used to analyse their event performance and reach and improve their chances of rebook for another year.

The nostalgia effect

Events are incredibly intimate experiences that play on the human emotions that come along with the power of face-to-face interactions. Capturing these in video format will increase nostalgia for exhibitors.

A short video sent post-show, brings exhibitors back into the moment they were at the event. Invoking the same emotions, smells and touches and reminding them why they were there in the first place. This creates a second touchpoint through which rebook can be achieved.

 

For help creating a video strategy for your next event, have a chat with our team on tim.henderson@smart-digital.co.uk

Airbus - event tv
How to succeed with Event TV: a guidebook

Exhibitions, tradeshows and conferences are breaking new ground, providing an ever more vibrant environment for attendees, in which they experience all that the event has to offer in real-time, and across multiple channels. Technology is enabling this 360 degree experience, with sophisticated AV and digital tools delivering every part of the event to continually connected attendees.

In 2016 providing good video content for attendees and video broadcast opportunities for exhibitors is essential, as studies show that video is preferred to and consistently more effective than other forms of content, now accounting for around 69% of all consumer internet traffic (Cisco).

So a key medium for the up-to-the-minute event experience is video, and the primary platform that enables event organisers to deliver such a forward-looking digital experience is event TV.

Event TV

Event TV is a dynamic broadcast channel that transmits real-time and pre-planned video content across screens throughout the concourse of an event and online. It’s part of a pre-, live-, and post-event marketing strategy that provides organisers and exhibitors with a multitude of content to repurpose and share with their audiences. It’s a platform that can be monetised, adding value to the event, while remaining affordable for organisers.

Benefits for organisers using event TV

Organisers can use event TV to deliver a cutting-edge experience for attendees and exhibitors, increasing satisfaction all round. They can utilise the opportunity to broadcast on a state-of-the-art screen network at the event, and through web and social media channels beyond it, to grow their network and increase demand from potential visitors for the years ahead. They are able to take advantage of the unique opportunities that their event provides for capturing thought-leadership video content for themselves, their exhibitors and their attendees. In some cases they are also able to grow an additional revenue stream through on-air advertising on their network.

Benefits for exhibitors using event TV

Using an event as the canvas on which to capture video content not only benefits organisers but also offers an excellent opportunity for exhibitors, for whom an event is often their biggest showcase. By enabling them to create and broadcast expert video content, you can help them to increase their ROI, both within the show and beyond. Exhibitors who use event TV benefit from a dynamic channel on which to showcase their brans, expertise, and news, driving awareness and bringing customers to their stands. They are able to utilise expert films crews provided by the event organisers, and capture the insights and expertise of their business leaders and customers while they are all in one place.

Benefits for visitors using event TV

For visitors event TV provides a connected experience in which they can enjoy the whole event from wherever they are situated. They receive breaking news, even if it is happening three halls away, and find out about interesting activities, products and key messages. Post-event, they are able to watch insights from the industry leaders they saw and those they missed, and share them with their colleagues. Able to engage in a continuing conversation across social media and other digital channels, they have a more in-depth and personal experience of the event and can demonstrate the value derived from it.

Download the expert event TV guidebook

As you can see, the benefits of employing an event TV channel extend across all areas and dimensions of your event. Smart Digital is the leading event TV provider for the global exhibition, tradeshow and conference industry. We have produced a full guide that will help you learn how to provide an event TV channel for your next event.

In our event TV guidebook through six key chapters you’ll learn:

  • How to plan your event TV solution.
  • How to deliver a high-impact video channel across your event estate.
  • How to cover all angles of your event and beyond – taking coverage to social media, websites, video blogs and other digital media channels.
  • How to develop your event TV channel in a year-round engagement strategy that will attract and retain interest and increase rebook for your event.
  • How to integrate event TV into your post-show marketing and communications strategy, including your website, email and YouTube channel strategies.

To download your event TV guidebook, click here

 

Digital Signage
How to use digital signage to enhance your event or exhibition

The days of static billboards and ad posters are fading away, overtaken by moving screens. Using digital screens to showcase content creates a dynamic display for both video and image messaging, with the added benefit of snapshot changes on your screens, everytime you want to show off something new. Its flexibility, high-clarity and 24-7 ‘always on’ capabilities make digital signage one of the key aspects of any live event environment. Here are some of the ways you can use digital signage to enhance your next event or exhibition:

 


 

Livestreaming

You can use digital signage to stream content straight from the event floor, keeping audiences updated with relevant information. This could include anything from interviews and footage of the event as it happens, to event highlights, overhead drone footage and interviews with key influencers and stand personnel. Maximise the number of people watching by using screens in hotels to broadcast footage, in order to gain additional publicity.

 

 interview

Real-time updates

Digital signage allows you to keep attendees up-to-date with parts of the event that they may otherwise miss in a vast event space. In the same vein, your digital signage can stream live social media feeds, bringing Facebook, Twitter, Instagram and YouTube together into one seamless hub of realtime information. Motivate your attendees to tweet with a hashtag that’s unique to your event by streaming their messages onto the screens at viewing points around the venue in order to encourage engagement and let attendees feel personally involved in the communications.

 

High Impact Branding

Digital signage provides high-impact advertising for your brand within a native environment. From small individual screens, through to outdoor LED walls, it’s a medium that puts your brand front and centre of the activity surrounding the event. Visibility is a key aspect for businesses at events, in order to attract eyeballs and make the highest return on their investment into the show – high-impact branding opportunities are some of the most accessible ways to do this.

 

Wayfinding

Digital signage creates clear, digital signposts to help attendees make their way around the event. These could be static maps on a screen, or interactive digital wayfinding, which will draw people in with sophisticated touch-technology that they will love interacting with.

 

speed-at-scale

Integrated solutions

Since digital signage at its most basic, consists of screens, the combinations and possibilities of the network they can create are endless. Advertising networks can be combined with interactive social media streams, along with digital wayfinding and interactive touchpoints where information can be selected and emailed to the attendee’s personal email address, live during the event.

 


 

These are just a few of the ways you can creatively utilise digital signage and boost your event in 2015. Get in touch today and find out how we can help you to integrate digital signage into your next event. We’re ready to help you get creative, combining and attracting crowds.