How can your company benefit from a trade show video? There are a lot of ways. Here are some of the most common.

  • Drive traffic to your booth
  • Enhance awareness of your company
  • Introduce new products and services
  • Product demonstrations
  • Case studies
  • Customer testimonials
  • Educate potential buyers
  • Message from the CEO and other PWCBT*
  • Make your booth fun & interesting!

* People Who Can’t Be There

It all comes down to one thing: Engagement. Creating interest and awareness with you existing customers and prospective customers, and building a stronger relationship. Video does that, and in this post we’ll look at some ways companies are using video to enhance their trade show effort.

The great thing about video is that it’s limited only by your imagination. People sometimes ask, what’s the best kind of video for a trade show. And of course it depends on a lot of things. One way to think about it is, what can you NOT easily do at your exhibit? We worked with a company that manufactured a device so big, it couldn’t be shipped to the show. So we did a live webcast with a technician back at the main office. Maybe you have a product or service that’s complicated to explain. Video can do that. Maybe you have a CEO who can’t be there in person. Video can bring him there. Or maybe you just need a really cool visual to draw people in. Video can do that too.

Here’s a quick look at how some of our clients are using video to enhance their trade show experience.

Video can enhance your exhibit before, during and after the show.

Before the Show

  • Announce that you’ll be at the show
  • Invite customers to your booth
  • Show booth location
  • Introduce staff
  • Preview what you’ll be introducing or showing at your booth
  • Promote via an eblast, on your blog, through social media, on product pages

During the Show

  • Video centerpiece loop
  • Interactive touchscreen display
  • Live streaming
  • Live demonstrations
  • Exhibit tours
  • Interviews with visitors & VIPs
  • Q&A sessions
  • News conferences

After the Show

  • Show recap & highlights
  • Visitor testimonials
  • New product demos
  • CTA (call to action) – next step in the sales funnel

Video is a constantly-evolving technology. Here are some interesting applications that you may want to consider for your next trade show exhibit.

Personalized Video

This is a brand-new technology that makes it possible to create data-driven videos that address your clients and prospective clients on an individual basis. The technology works with your company’s CRM. It allows you to customize each video based on criteria such as the customer’s industry, buying history, location, etc. Personalized video can be extremely effective for invitations and post-show follow up.

Here is an example of a Personalized Video that was created for a college recruiting campaign. It is one of 2,400 unique videos that were created for the campaign.

For more information about Personalized Video, please go here.

Live Streaming

Live streaming has been around for several years, but it’s only recently entered the mainstream, thanks to Facebook, YouTube and Twitter. Live streaming can be very simple or quite complex. For example, it can be a simple setup with a smartphone and Facebook Live. Or it can be a multi-camera production with a full crew. Either way, the live stream should be promoted well in advance to maximize viewership. And it should be archived for on-demand viewing after the show.

Here’s an example of a live stream that was done for a corporate event.

For more information about live streaming, please go here.


The cost of a video trade show can vary widely, from as little as $2,500 on the low end to $20,000 or more on the high end. The cost is generally driven by the complexity of the project and the amount of production and post production work involved. A good place to start is with a conversation about your goals and budget constraints.

Keep in mind that a trade show video can have an extended life on your website and social media long after the trade show is over.

Summing Up

A well produced trade show video can help your company in several ways:

  • Engage with your customers
  • Generate interest on  your company
  • Create awareness of your products and services
  • Stand apart from your competitors

We’re here to help. Please contact us or call me directly at 610.892.7970 ext 102 to talk about a video for your next trade show.

Bill Haley