You’re putting an event together. It costs you money. Takes a huge amount of time. Do you really need the extra stress of filming it?
Whether you are inviting customers, employees or the public to an event or appearing at a trade show, I always encourage businesses to both film and have a photographer.
It is an additional expense but, as you’ll see from the reasons below, the value you can get from it is huge.
When deciding whether to film an event ask yourself the 5 magic questions I always recommend for any video work. They will help ensure you are creating content that will give you the most value.
1) You can make your event last forever
You have spent months organising an event. You have sorted out a venue, catering, entertainment, speakers, agendas, all the design work, stands need to be built, tech needs to be planned, you have to get that A/V system and a team to run it…
Events are stressful. They take up so many resources to plan and then a day, maybe a week goes by and it’s over. All of that time and effort used up in a week.
Video allows an event to last forever. A strong event recap or highlights reel can capture the tone and feel of an event and showcase some of the key content.
Now your event will last forever. All of that hard work will continue to help you connect with customers and employees. Not to mention the other benefits below.
This events highlight video was created for Travelport, a leading travel platform, whilst I was working at Mulberry Marketing Communciations. The event was lively and full of fascinating and innovative content. This video has captured that moment and ensured that the event will, in some way, last forever.
2) You can use footage to promote future events
Getting people to attend an event can be a lot of hard work. If you can get people excited then half your work is done.
Events videos can be used to promote future events, creating engaging content that shows someone the value and more importantly the feeling they will get from attending.
If your event lasts a few days you can even encourage people to come to the event after it has started.
3) It’s a social media content bonanza
“If it is not on social media then it didn’t happen”. This may seem like an exaggerated statement but the truth is your event happens in one place at one time.
Leveraging the power of social media not only ensures your event is remembered long after the fact but ensures that even people unable to attend feel involved.
Post clips of speeches, highlight reels, interviews with attendees etc. live-stream certain segments.
Create a hashtag for your event and encourage attendees and everyone else to use it. The more people talk about your event, interact with content, share that clip they make an appearance in, the further your event will go.
Using your video to make the most out of your event on social media will help get you much more value. Although video is an added expense and good video is not always as cheap as you might like the ROI can be huge.
Don’t forget to start your event with a clear video strategy so your video producer can properly plan to create all the content you want in time for your posting.
4) You can create marketable content
The reason people go to an event is to network and learn something new. Not everyone is able to go, especially if the event has already happened.
Not being able to attend may mean that you can’t network but it doesn’t mean you can’t learn.
Shooting all of the speeches, keynotes and sessions at your event allows you to sell access to that knowledge or presentation afterwards. Once the video is produced and online (after a little marketing) it can become passive income.
One important point is that you need to decide if you are going to sell material in advance. You will need permission and often royalty agreements from all of the speakers and a copyright license for any images shown in presentations etc.
You can host video for sale on a number of platforms but Vimeo are pushing their paid for video platform hard at the moment and it is very user friendly.
5) Filming at an event is not just about the event
Events are often a rare opportunity to get all sorts of additional footage. You have a room full of customers, your senior management team might all be on hand, you have all of your products set-up for demonstration.
Don’t miss out on the opportunity to shoot video that is entirely unrelated to the event itself.
I remember shooting at an event in Sydney, Australia. Whilst there my team and I shot for three days. We filmed a two day event, two evening parties, two full case studies for local customers, a few product demos, 3 voxpops videos on topical questions and over 13 customer testimonials.
All of this could be used to help the client sell and although the extra material added to the editing costs it cost nothing more to film as we were able to schedule everything around the three days we were on site.
I shot this video in the middle of a busy trade show floor. In one minute a product is explained and its benefits featured. The B-roll had been shot around the show over the preceding days.
What other valuable footage can you capture at your event?
The sales pitch
As a video producer I obviously have a biased opinion on whether or not people should film events. Over 10 years though I have seen the value that can be achieved by including a video strategy in your event planning from early on.
If you’d like to know more about how Smarter Video could help you get more out of your event please get in touch.
For more information about Smarter Video take a look here.
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