We have become a YouTube/Vimeo nation. We love to share and view videos. Every day, all day, we are bombarded by emails and texts. Most of us skim the bullets, headings, and bolding for the key message(s). Video is different. It’s linear. I find myself more likely to commit to a few minutes of video even when copy is available.
For sharing industry news and ideas, video is often more engaging than a static catalog or website. With today’s technology, even an amateur can get their point across, often with some funny out takes! Better yet is the opportunity to comment and share through social media. It may not be every literature professor’s favorite form of communication, but video isn’t going away any time soon.

Everyone’s Gettin’ Video’d

EXHIBITOR Magazine Knocks it Out of the Park
Take for instance the super job EXHIBITOR Magazine did with their series of EXHIBITOR Show 2014 videos. It’s relevant information provided by a trusted source in near real time. Even though I attended the show, the comments and observations helped me reflect on the trends I saw or may have missed. In particular, Travis Stanton, EXHIBITOR Editor, provided some much-needed perspective on exhibiting and design trends. Travis’s observations were spot on. Thanks Travis.
The Dave Brown Show
At Optima, our Marketing Department has adopted video in our own grassroots way. We affectionately refer to them as “The Dave Brown Show”. That’s not a slight to Dave. Dave loves talking about Optima and how we bring order to your fast-paced lives. He knows our products and services better than anyone, and it doesn’t hurt that he has a face and personality perfect for the small screen. And we keep creating more because of your positive response.
Rob Cohen at DS&L has posted some fantastic product videos that keep the viewer glued. Rob’s videos are concise, helpful, and professionally produced. They are excellent sources when you want to learn about the lighting industry. One of my favorites goes back two years and is an exciting demonstration of how important lighting is to our industry.

It’s a Classic

It’s no secret that one of our industry’s most consistent social media mavens has been Classic Exhibits. Mel White, Kevin Carty, and their team have been putting out blogs, sharing photos, and moderating relevant discussions before most of us even knew what a tweet was. This year’s EuroShop Show was a remarkable experience, as they shared with us all things Euro over five days. Somehow Mel and Katina found a way to document through photos and casual videos so everyone back home could benefit from this once every three-year show. Mel and Katina – thanks for doing what you do!

EuroShop 2014 — Day 2 Impressions
EuroShop 2014 — Day 3 & 4 Impressions
(2 videos on this page, scroll down, then scroll down some more… it’s worth the trip!)

Do You Video?
When looking at your own marketing strategy, does it make sense to start making videos? That probably depends on how you want your company to be video’d and your budget. You can focus on making it Hollywood perfect, and in many cases that’s appropriate, but be prepared for the cost. Most everyone else just grabs a Go Pro, video camera, or an iPhone and gets started.

Would you entertain in the style of late night used car ads, Lifestyles of the Rich and Famous, Cribs, or MTV? Any way you go, the social networking platforms exist to get YOUR word out!

I want to hear your comments and please share examples that your company has done.

Thank you for your business and thanks for reading (’cause I’m too ugly for video blogs.)

About the Author
Gary Camarato is the Vice President of Marketing & Creative Development at Optima™ and has been in the Trade Show industry since 1992.

  1. melmwhite
    April 4, 2014 at 1:00 pm

    Thanks for including Classic Exhibits in your blog about videos. We appreciate the shout-out. For anyone looking to start . . . just start! You’ll never do it if you worry to0 much about the details.

  2. April 4, 2014 at 4:41 pm

    Great post about the importance of video communication in our industry. The links are a great touch.

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