Video Marketing

GITEX Live 2016
Why Exhibitors Should Be Involved in GITEX Live 2016

When exhibiting it’s vital for brands to be able to ensure a strong return on the budget, time and effort invested. As well as leads generated and business deals done, exhibitors are looking for ways to extend the activity beyond the show itself.

If you’re exhibiting at GITEX 2016 and want to draw in more visitors, gain more exposure and achieve extended traction post-show, GITEX Live is for you.

GITEX Live is the updated event TV network for GITEX 2016. A digital network of screens throughout the exhibition venue, combined with online broadcast through the GITEX web site and social channels, and backed by a media team and film crew who capture video and live broadcasts throughout the show.

Following the success of previous years, including 2015 which you can see in action here, the GITEX Live screen network has been extended for 2016. Bringing all of the sights and sounds of the show inside the halls for the very first time.

Across a 27-screen strong network, GITEX Live will encompass back-to-back totem screens and huge LED screens that are ceiling-flown for maximum exposure.

Here are some of the ways GITEX Live will specifically benefit exhibitors using it throughout the show:

Fixed exposure in every GITEX hall

Exhibition stands are only exposed to those who pass by. By taking a GITEX Live airtime package, you gain a fast track to every hall throughout the show. Placing you in front of more visitors and enticing them to visit your stand. Through the format of video, you can build authenticity, engage fans and gain more brand awareness from access to the show’s wall-to-wall audience.

High-value PR

The GITEX Live network is the principal broadcast medium at the show, used to release some of biggest news stories of the year. It is a key channel to feature live footage of exciting innovations from the exhibition floor including product launches, business wins and new partnerships. As a GITEX Live partner, you have access to thousands of eyeballs, including leading press teams, who are ready and waiting to receive news from the show. Releasing news on the GITEX Live network often leads to additional press coverage and exposure through media outlets, maximising on the return of your investment.

A global online audience, that lasts well beyond the show

Exhibitors on GITEX Live reach attendees and audiences dynamically, across multiple media, from the largest high-impact on site screens to the smallest mobile devices.

Peak online viewing times in the areas around the event are early morning, and late evening, as attendees plan their day and catch up on anything they missed. GITEX Live ensures you fill these key spots with rich content – before the show day and after it finishes.

Online viewing of the GITEX Live footage continues post-show in the months that follow. During the last year, GITEX Live 2015’s online players have delivered thousands of views from all over the world, lengthening exhibitors’ campaigns and expanding their audiences.

A perfect opportunity to capture video for all marketing channels

According to statistics, adding video to email creates 2-3 times as many click-throughs (Forrester) and adding video to a web page can increase conversion rate by 80% (Eyeview Digital).

GITEX provides an excellent opportunity for exhibitors and sponsors to create and capture engaging video content for all of their digital channels, since they typically have the essential elements together on-site: key staff, customers, their latest products and fresh promotional materials. By utilising the expert crews, presenters, editing suites and facilities producing GITEX Live, exhibitors can obtain excellent quality video content throughout the event.

Some of the video formats we can capture at GITEX 2016 include:

  • Product demonstrations – tradeshows provide the ideal backdrop for natural, informative product videos. The lighting, the bustle, the product stands – every element is set up ready to demonstrate your products from all angles, captured in the best light.
  • Explainer videos – as well as your own stand, tradeshow environments contain a number of dynamic areas that make great explainer video backdrops. Busy halls, studio setups and on-stand environments all make for a great place to explain what you do and why – without looking staged.
  • Leadership interviews – at a leading tradeshow such as GITEX, many of your key personnel and customers will be in one place. This makes capturing leadership content easy. As well as off-camera presenters who can ask key executives a series of pre-defined questions, we also offer a presenter service with professional, specialist interviewers who can create a fluid, interesting overview that will engage the audience.

From initial concept, through to providing expert presentations, editing and distribution, you can use GITEX as the platform through which to capture evergreen film content.

 

To speak to us about becoming part of the GITEX Live network, or to employ your own video package email tim.henderson@smart-digital.co.uk. We’d love to hear from you.

 

 

 

A crowd of people walking to an event
Event Marketing Predictions for Brands in 2016

At Smart Digital we look to cover all ends of the event marketing spectrum, from video creation, content storyboarding and influencer engagement through to social media and email communications. Unlike some event marketing cycles, this lasts much longer than just the event itself and the best campaigns never stop – working seamlessly all year round to entice and attract an event audience. Our aim is to form a new experience for attendees -one that is more engaging, insightful and relevant for those taking the time out of their day to attend an event.

Here are seven of the event marketing trends we expect to see brands embracing throughout the year ahead:

  1. Relationship event marketing

Events may be temporary but using them as a platform to create a longer lasting connection between brand and audience is a key goal for 2016. Event marketing is at its best when focused on building stronger loyalty and long-term customer engagement that lasts far beyond the show ends. Relationships that are built on the tradeshow floor create brand loyalists who will then go on to provide social referral and word of mouth recommendations across online and offline channels. One way in which brands will adopt relationship event marketing in the year ahead is to provide content and experiences which do more than just entertain. By using the event arena to provide useful information, interesting content, insights and data to take away, audiences will leave with something of clear value. Shows leading in this approach are using sophisticated live content platforms to broadcast news, insights, product launches and more throughout the show concourse and on their websites. Not only does this give brands a valuable platform on which to release their most important updates but it also builds the relationship with the visitor, as it engages them with key information that’s truly relevant to their industry.

  1. Video over text

The shift in focus from editorial to visual media over the past year alone has been huge. In 2016, it’s fair to say that visual content will take the lead as brands strive to entertain, inform and inspire through the medium of video. With Cisco predicting that video will account for 69% of all internet traffic by 2017, it’s an area that brands can’t afford to shy away from. Within the event arena, we have seen brands employing our Event TV platform in order to find a cost-effective way of producing content such as key executive interviews, show highlights and real-time broadcasting that can be used live during the event. Furthermore, this creates a rich portfolio of video content which can be repurposed across the web, blogs, social media and visual platforms post-event, gaining more traction with audiences throughout the world. Within this, event organisers play a key role in ensuring that brands are able to utilise the opportunity to capture video during an event to full affect. The ones that continue or start to embrace this in 2016 will be the ones who find themselves steps ahead in terms of both trackable ROI and event interest.

  1. Location-based event marketing

Wearables and mobile technologies are becoming two of the most useful forms of technology within event marketing to help brands connect with their audiences. Using iBeacon and other near-field services in order to provide discounts, offers or just signposting to attendees as they wander a show is set to become much more mainstream in 2016. Wearables, currently in their infancy, will also see a rise in adoption this year with many already invested in the benefit of push notification and messaging systems which will work between an attendee and their iWatch or similar, during events of the future. The key for any location-based event marketing is of course, relevancy. It won’t be long before messaging apps and push notifications become as brand-driven and lost in noise as social media and email before them. In order to cut through, brands must be clever, interesting and selective about the updates they choose to send, particularly when in a time-sensitive event environment.

  1. Innovation

The words ‘innovation’ and ‘experiential’ have became overused and underappreciated in the events industry, but their relevance has stuck. Brands are doing more than ever to innovate the event experience and engage with the attendees who pass through their doors. This includes everything from innovation of the registration experience, where mobile scanning replaces paper tickets and long registration queues, through to data-sensors and tracking technology which allows brands to capture offline information that mirrors the level of detail previously seen in online communications. In our field, innovation is clearly led by the number and sophistication of event communication tools such as video, which allow a brand to connect with its audience in real-time. In 2015 we worked with hundreds of brands throughout shows such as the Dubai Motorshow, ADIPEC and ICE Totally Gaming who fully understood the powerful of innovative event communication. Using video, the brands at these shows drove engagement not only at event itself, but for months to come across YouTube, Instagram, web and email. We can’t wait to see how this level of innovation will continue to evolve throughout 2016.

  1. Connected events

Events, which were once standalone occasions, are now much more integrated across the entire marketing spectrum. Event planners are using digital channels such as online, email, social media and webinars to drive sign ups and generate interest in their events all year round. Attendees are able to collate useful information that mimics the event experience and gain access to a knowledge hub that they can visit at any point throughout the year. In 2016, we see this growing in importance with event organisers aiming to continue the legacy of their events all year round. Through the sharing of video content, social media communications and rich, deep-dive branded content, the event experience will become one that’s connected to its attendees in an all-year-round cycle.

  1. Enhanced content marketing

Content marketing has become big business not just in events but also in the marketing arena as a whole. With event marketing, the key to a successful content strategy is to capture the content created at the event so that it can be shared all year round. Both brands and event planners have a limit on the amount of time and budget they can invest in developing content. Key content produced at an event, such as video and image collateral, can be repurposed and used in other forms to continue the legacy and give more return on initial investment. This means taking videos with key leaders from a company during the event, and turning them into Podcasts, written blogposts or email communications, used to recap with existing event attendees and attract new ones. The repurposing and building of this type of enhanced content marketing will create meaningful connections all year round – with little or no additional cost needed.

  1. Shared experiences

Social media and online channels have created a culture where thoughts, ideas and moments can all be shared at the click of the button. Within events, we expect this to extend even further in 2016, with brands making the most of the event experience to attract a wider, international audience. One of the ways we’ve seen shared experiences take hold is through brands that embrace live content sharing across social channels such as Snapchat and Periscope. As well as sharing moments and broadcasting events as they happen across these channels, many brands are making use of YouTube and other content sharing platforms to bring in a wider audience for months after the event ends.

 

If you need help implementing any of the latest event marketing trends in your strategy for 2016 get in touch – we’d love to help

video-content
The Power of Video Marketing for Events and Tradeshows

As the old adage goes, “content is king”. But if content is king, then it’s sharing its crown with video.

Video content has been one of the biggest driving forces behind inbound marketing for 2015, with a recent report finding that 85% of companies found video marketing ‘very successful’ or ‘somewhat successful’ as a marketing strategy.

Within events, where the power of face-to-face and ‘realtime’ marketing are key concepts within the marketing lifecycle, this becomes even more poignant.

In the infographic below, we look at the power of video marketing for those specifically in the events industry and how important it is to begin capturing video content at your events.

Smart-Digital-Power-of-Video-Infographic

To find out more about a comprehensive video marketing strategy for your next event or exhibition contact our team at info@smart-digital.co.uk

video-content
What type of video content do you really need from your event?

Video marketing is changing. We now consume more than ever – with 5% of people watching videos online every day and 59% of senior executives confirming that if there were a choice between words and video, they’d choose video

But how we consume video is changing too.

The rise of mobile, social media and 4G Internet access are just three of the trends that have affected how video is consumed and in what format. Mobile viewing has risen at a staggering speed, with ads platform Ooyala finding that mobile video consumption has jumped 100 percent, year on year. Social media platforms such as Facebook and Twitter, now have their own video ecosystems, meaning that they no longer rely on YouTube (or are held hostage to YouTube advertising) to be able to stream videos to their viewers. The number of mobile operators bringing in high-speed 4G networks for customers has also aided marketers – high-definition video streaming while on the go is now a reality and consumers are treated to an ‘always-on’ mentality with the content they want to consume.

With all forms of technology geared towards producing faster, better and more accessible ways of viewing video content, it’s a strategy that marketers need to start developing – and fast.

So if it’s something you’re considering (and you should be – according to video research bank Reel SEO, 85% of companies find success with video marketing), here are some tips on the type of video content you really need to capture from your event to stay ahead of the curve:

Short-form video content

Long-form video content was once the only type of video content. After all, video was once expensive to produce and marketers needed to ensure they gained their money’s worth. Now that video capture during an event is so much more cost-effective using platforms such as our Event TV series, short-form content has become just as important.

The benefit of shorter snippets of content is that they can be shared on short-form social media channels such as Vine or Instagram or even played during the venue as attendees walk by, capturing attention without needing too much of a time commitment from viewers.

Real-time video content

Whereas once, video content meant days of filming and lengthy production, now most video content can be edited, uploaded and pushed out live while on site. This creates a dynamic network of content that can be used throughout your event on physical screens and across channels such as YouTube, a company website and a daily email newsletter – live while the event is happening.

Realtime content is much more relevant when used during the show and this allows you to extend the reach of your event, far beyond the physical visitors who are there, to potential visitors across the world.

Social proof

Some of the most effective forms of video content are those that come from your visitors or key executives at the show. 60-second testimonials, interviews and recordings of live presentations all raise the authority of your event and make others feel as though they’ll miss out on key insights if they’re not there. This is excellent collateral to use in your marketing strategy during the build up to the next event, showing the value of the investment in a ticket. The event environment is therefore the perfect platform to capture all kinds of social proof that will raise the profile of your event and ensure that tickets sell out even faster during the next year ahead.

Post-show films

Collecting video content throughout every day of the event allows you to create post-show films around a variety of different topics, themes and sub-sections of the event. Part of our strategy is to work with our clients to get an outline of the type of shots, content formats and partner requirements needed from an event, to ensure that every angle, setting and session is captured. After the event, when the social media channels and company website are already teeming with exciting, relevant material to watch, we’ll then settle down to create comprehensive showreels and films that show the event off from build up, through to show end.

Producing video from your event is more cost-effective than you may think and will enhance your marketing channels all year round. With so many marketers now turning to the medium in order to have their brand message heard, event marketers really can’t afford to miss out.

If you’d like to talk more about creating a video strategy for your next event, speak to our team at info@smart-digital.co.uk