Exhibition stand video 'adds wow factor to displays'

25th August 2009

<p>The value of video in marketing strategies is pretty much undisputed these days, particularly when it comes to using visual aids via the internet.</p><p>A recent report from digital intelligence firm eMarketer predicted that online video spending will account for 11 per cent of investment in internet advertising by 2013.</p><p>It is not only the web that is seeing a growth in the volume of visual footage used as a means of marketing to consumers. Events industry suppliers are starting to see increased demand for integration of video in <a href="http://www.tsnn.co.uk/exhibition_stands/suppliers" target="self">exhibition stands</a> and <a href="http://www.tsnn.co.uk/showcases/suppliers" target="self">showcases</a>.</p><p>The benefits of video are well documented, from their eye-catching nature to their ability to engage viewers.</p><p>"Video is a very useful tool in driving awareness and sales as it can be used to communicate products and services in an easy, digestible and useful format," said Sim Viips, chief executive at Modera.</p><p>He insisted that businesses from any sector can take advantage of the medium, with the right production in place.</p><p>"Video doesn't always have to be as highly entertaining as brand owners and marketers may perceive - it's not just about creating the next Phil Collins-loving gorilla," he explained.</p><p>Alastair Reece, head of DBpixelhouse, a division of events industry audio visual provider DB Systems, said that his company has seen more clients looking to integrate video into their exhibition <a href="http://www.tsnn.co.uk/showcases/suppliers" target="self">showcases</a>.</p><p>"There is a demand for incorporating videos in stands and exhibits as the importance of displaying marketing media to customers is undisputed," he commented.</p><p>"This becomes even more apparent at trade shows or events where niche audiences have gathered. Exhibitors have all but a matter of seconds to convert a delegate with a passing interest into a potential customer," he added.</p><p>Mr Reece warned businesses that video must be integrated into <a href="http://www.tsnn.co.uk/showcases/suppliers" target="self">showcases</a> carefully, however.</p><p>"I feel it's always important to advise customers that the technology utilised on <a href="http://www.tsnn.co.uk/exhibition_stands/suppliers" target="self">exhibition stands</a> is not about the physical equipment, but how you use that equipment in order to achieve the biggest impact.</p><p>"This principle also applies to the use of video content," he continued. </p><p>The key is to combine a well-designed <a href="http://www.tsnn.co.uk/exhibition_stands/suppliers" target="self">exhibition stand</a> with technology that is appropriate to the footage being broadcast, he explained.</p><p>Marketing media must be clear, concise, stylish and professional as well as memorable and relevant to the target audience, he asserted.</p><p>It should also be immediately accessible and up to date, therefore considerate of current affairs within the industry.</p><p>It is particularly important that content is designed to fit into the environment and display method well, which, according to Mr Reece, means organising "ambient lighting and audio, as well as working to weaknesses or benefits of the <a href="http://www.tsnn.co.uk/display_systems/suppliers" target="self">display system</a> being used".</p><p>"In order to achieve the maximum impact, the correct sort of <a href="http://www.tsnn.co.uk/display_systems/suppliers" target="self">display system</a> has to be utilised. The shape and scale of the technology will go a long way to grabbing audience attention," he asserted.</p><p>Complex video requires high specification screens, but there is no point spending money on these for lower quality content, he added.</p><p>"If used correctly, marketing media will provide a visually stunning addition to the exhibit, help grab attention, allow interaction with your potential customer and ensure that all important 'wow' factor, which separates ordinary stands from extraordinary ones," Mr Reece concluded.<br/><img alt="ADNFCR-1753-ID-19329820-ADNFCR" src="http://feeds.directnews.co.uk/feedtrack/justcopyright.gif?feedid=1753&itemid=19329820" /></p>