_5 Tips for effective trade show video presentation

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Video Promotions has produced hundreds of videos for trade show presentations. Here are some of the basics we've learned along the way…

1/ Duration: Keep it SHORT. The average attention span of your audience for a video at a trade show is 15 secs! There's too much to see, it's too noisy to concentrate much longer and their feet are sore. By repeating the same short message over and over you have more chance of your audience getting that message no matter when they happen to be watching.

2/ Content: Make sure it's PERTINENT. Use it to attract attention to your stand – NO boring talking heads, preferably eye-catching, intriguing, visually stimulating images. Concentrate on communicating information the audience can't get from/see on the stand. It should supplement printed takeaways not cover the same material, otherwise why bother?

3/ Style: It's important to present the material with emphasis on the GRAPHICAL. A good test is how well does the video communicate the message when the sound's off? Shows are noisy and the audience may not be able to hear the audio at all so avoid narration or important info being conveyed audibly.

Use on-screen graphics to re-enforce the images, as well as any facts or data. And keep your brand/product/ company name or logo on screen as much as possible.

It's also handy to have a laptop available with the same video, and any others, ready to play on demand for visitors who want more information or to see a specific portion of your video. This can be set up to play off a menu-based CDROM or DVD so that they can select clips themselves.

4/ Playback: A LARGE SCREEN (or multiple small ones) positioned at HEAD HEIGHT, will give best presentation and mean that it can be seen from further away- catching the eye and attracting attention to you stand.

DVD is the ideal, and increasingly common, playback medium as it offers the best quality, no deterioration of image over repeated playback (as with tapes) and no need to stop and rewind.

If using a VHS player, make sure it's one which automatically rewinds when it reaches the end of a tape, and that your 'looped' tape (in reality the same clip repeated many times) is no longer than 30mins. Otherwise your screen will be 'blank' (or blue!) for too long while rewinding. Some monitors will even turn off if they don't receive a signal for too long!

5/ Don't put credits on your video – the audience doesn't care who the soundman was, and don't bother putting contact details up – you're there, you're contactable.

_How CD/DVDROM libraries can work for you

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Increasingly our customers are asking for all their training, safety or marketing videos to be put on a single CDROM or DVD.

Multimedia CDROM works like this:

Your user puts the CD into their drive and a menu appears listing all the videos available, each with a brief description and a couple of still images to illustrate. The user clicks to play, and the video appears. As a delivery solution, it couldn't be easier.

The benefit to your business is that the whole package is stylishly corporate badged and looks wholly professional. And it gives clients, customers or staff immediate access to the video information they need. A great time-saving for corporate communication departments too.

You can publicise the availability of your video library CD via your company magazine, newsletter or increasingly, via your intranet. To obtain a copy, interested users simply email you with a request.

So don't you think it makes more sense to have all your videos in one attractive, easily accessible and easily distributable place?

_Get Down!: Free Music Videos

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You may decide that you want to play music videos (Christmas or other-wise) to entertain your customers in between your product messages in-store. Or you may like to entertain visitors in reception areas or on your trade show stand. Did you know you can- often for no more than a couple of hundred dollars?

As long as you don't use the videos to directly promote a product or service, one small clearance fee will usually allow access to hundreds of the latest music videos.

Video Promotions recently facilitated an arrangement like this for Microsoft NZ. They wanted to entertain visitors to their 'chill-out zone' cum-bar at the Tech Pacific trade show series around the country. The video clips were interspersed with short messages from local Microsoft personnel about how they help Kiwis do business, and played off DVD onto a bank of wide-screen monitors.

We were able to organise a selection of 25 of the latest music clips including transfers and copyright clearance with the record company and APRA (Australasian Performing Rights Association). All for less than $250. And we can do the same for you.

_The Power of One (good video clip)

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Is your company holding a conference or presentation of any kind in the next 6 months? Powerful visual presentations can add a whole new dimension to the event. I know- I've been involved in dozens from Bali to Vancouver.

Video Promotions and Prompt Service can help you:

The benefit to you is that by taking the planning and production of an unprecedented, dynamic and memorable conference off your hands it allows you and your team to concentrate on preparing powerful presentations, and to continue their daily roles right up until the conference.

Some of the classic and effective uses for video in presenting stimulating presentations include:

Opening video: This establishes the conference theme and message: puts the delegates in a receptive, interested mood. It includes images conveying the theme, and often celebrates the team by featuring images of team members 'in action'. A strong emotional 'call to arms'.

Closing video: Reinforces the message of the conference, possibly recounting conference highlights in a memorable and emotional farewell to the attendees. A successful and popular concept is to video the conference and edit key messages and images into a montage celebrating the event for the final session (you'd be amazed how many copies get ordered!). Feel good.

Session Breakers: Played at the beginning of sessions and before breaks. These help to focus the audience on the upcoming presentation or to reinforce/ encapsulate the key message of that session before going to a break. Often humorous, the benefit of them to your conference is that they keep the audience in a good mood, re-focus their attention quickly (always tricky after a break) and aid good retention of key messages.

For a more detailed breakdown of these ideas, including music suggestions, email me now.

Want to see examples of successful conference openings we've produced in the past? Want some more ideas for themeing and jazzing up the dullest presentation? We're only a phone call or email away and happy to help you explore the many options.

Don't delay – that conference will come around quicker than you think!

_Bonding With the Audience

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(Advice from Prompt Service Teleprompter Hire)

Rehearsing your speech in front of a mirror is a great way to start getting an appreciation for your performance. However, if you're using a teleprompter, getting the words right is secondary to the main task: looking like you believe what you're saying.

A good training method is to over-emphasise key moments in your speech through gesticulation. Accept that it might look a little cheesy, but it's a great way to condition yourself into providing energy with your performance. Don't let circumstances cloud your vision: if you're presenting EBIT numbers to a nationwide network of staff, that's no reason to cheat the viewers from seeing how impressed (or even concerned) you are about them.

Perhaps you've discovered that... "You're no good at this". Identify exactly WHAT 'it' is you're not good at, and re-address the element in different ways.

Prompt Service provides limited teleprompting direction at live conferences or video shoots (the bulk of your performance critque should come from the director), but if you're looking at nailing the delivery in the quickest possible time, consider taking a Prompt Service teleprompter training session, along with a small group of your associates. After all, it might be advantageous to have a backup speaker trained for an emergency.

_Things To Consider

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Some things to consider (courtesy of our friends at Celebrity Speakers):

– Make sure this event includes some fun! Comedy or humour, particularly during the day, helps to break up a heavy programme.

– A full day of keynote (plenary) speeches is not conducive to sustained concentration. Aim to include some interactive workshop sessions, or a panel discussion to keep delegates stimulated and interested. Session breakers help delegates maintain focus. Simple, humorous or thought-provoking under-five-minute spots to restore energy and concentration is all it takes.

– Be innovative in the ways you deliver information. Have you considered an interview format, instead of yet another presentation? Perhaps an MC (Jeremy Corbett is great for this sort of thing), or confident, extroverted team member (no shortage of those I'm sure!) to have informal 'chats' on stage with key support office personnel.

– Setting up a conference internet/ intranet site where delegates can access information prior to conference, and give feedback both during and after your event.

– Finally, what systems are in place to ensure that the rest of the team who aren't at the conference get as much of the conference message as their managers?

– A useful method is to send out a review of the conference on video, featuring the opening and closing theme videos, short key portions of presentations, and graphical demonstrations of the key messages. The GM can record a simple, brief, personal introduction/ opening to these guys from the venue directly after the conference finishes.

_Regular Video Messages

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Staff Video Magazines

Once everyone's returned from summer holidays and the 2003 plan is underway, it's often a popular idea to use the same medium to personally communicate the strategy and timeline for the coming year.

Regular team Video Magazines are becoming more and more popular for keeping entire networks of informed and motivated, and we've had more requests for information on these over the last couple years than ever before.

Why use a Video Magazine to communicate to your team? Well essentially because everyone in the network receives the same information, at the same time, and in the most visually stimulating way possible.

The benefit to your business is that by using video you can dramatically increase the cut-thru of the messages you choose to communicate. This in turn improves the effectiveness of training and support office communiqués and therefore the quality of service.

I'll feature more information on how these can work for you in the next issue of Video News, but you might like some more information sooner. To find out how Video Promotions can help you get the most value from video communications and achieve better informed teams and higher average sales, then email me.

_Why not make it myself? – producing your own corporate video

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Of course you can. You can get a DV-Cam, an iMac or PC, with all the cables and simple editing software for under $10,000, and be shooting and editing video within hours.

But think about how many weeks, months or years it took you to learn how to do your business successfully and professionally. To instinctively know all the potential problems, and take on all the skills you need to work quickly, efficiently and creatively.

Most people are born with the physical ability to talk; the ability to communicate effectively is so much more… it’s a learned skill, a well-honed discipline, a distinguished art – one that is oft taken for granted. It takes an expert to be able to craft, produce and deliver a message that is received in the manner in which it was intended.

So how long do you expect it would take to pick up all the skills of video production to produce a video to the standard that presents your client's business in that same professional light?

As a business professional, you do what you do well. Anything you don't do, or is not considered core business, you out-source. An experienced production company should know how to save you money by cutting corners without cutting quality.

After more that three decades of widespread television viewing, today's viewers are sophisticated; they expect broadcast quality video productions. Poorly produced pieces stand out plainly to those accustomed to seeing high quality network television programmes.

Professional video creators have a skill set that makes producing videos quick and economic. When you calculate the time and money involved for purchasing, learning and shooting a video, you will easily double the cost of any production you were considering doing yourself.

If, after all this you still choose to do it yourself, we have articles at the top of this page that give great pointers on how to eliminate most of the newbie mistakes. That way you can concentrate on the real Class-A botch-ups you've done!

_Eyes In The Back Of Your Head: QTVR

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The purpose of these communiqués is to keep our clients up to date with the latest advances in multimedia tools for helping your business communicate more effectively.

I've recently investigated a new visual archiving tool for a client which may also be of interest to your business. It's not video, but it is a cost effective and highly functional way of visually archiving major construction or building projects your business may be involved in.

We were recently asked to quote on videoing a major construction project. The client wanted the ability to make a detailed visual record of the project for a number of reasons: as a record of all elements associated with project for quantity surveying purposes, and as a record of conditions around the project prior to re-establishment as support against any possible future claims. The most important elements of this type of archival tool are:

For these reasons we recommend recording the project as interactive, user-directed 360° digital still images or QTVR (rather than video for instance) and storing these on CDROM with a simple navigation/ menu interface.

The advantages of this approach are that the images can be:

The benefit to any business is the 360° viewing of video with the functionality, speed of access and superior resolution of digital stills – a clearer appreciation of each location and its relationship to the surrounding area. Essentially, a project administration and production tool of the highest functionality (and it's usually much cheaper than video... did I say that?)

Building a new office? Recording progress on a construction project? Let me show you how QTVR works.

_CD-R media kits

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Recently, DB Breweries' Communications Advisor, Kathryn Griffiths, wanted to compile various media she had collected during Heineken's recent nationwide DJ competition to send back to Heineken's worldwide office.

This included a combination of TV interviews and news items, radio interviews from regional stations, and Handycam footage of the 3 regional competitions and winning DJ's.

We encoded (and in some cases edited) all the material to Windows Media files and created a menu navigated CD-R so that all the different clips could be found by media (radio or TV), region and interview subject. All themed in the found@thirst branding. We even edited together a short music clip featuring the regional winners to offer an idea of the atmosphere at the regional finals.

The CD could just as easily have included examples of press and billboard media or web content and links, ideal for advertising campaign competition entries. Video, audio and print examples- all on one handy CD.

Kathryn's response to the result is here.

_5 Tips For More Effective Video Dramatisations

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That's right, they're not role-plays. Role-plays are just that- learning while you play.

You wouldn't create a printed manual written by someone with bad grammar (no matter how much they knew about the process), which described "sort-of" the right way to do things, full of typos, and all set out in one page-long paragraph.

And yet this is just the approach some business have to training videos which feature dialogue and human interaction. They're satisfied with using their own staff with no performance experience, ad-libbing dialogue, and all recorded from one locked off camera.

The danger here is that the audience, apart from having their attention distracted from the message by bad 'acting' (when you don't want them thinking about anything other than the message) will, at best, think that it's OK to only come close to the benchmark standards, and at worst, not understand what the message is.

If you're planning to record dramatizations for induction or training videos the last thing you want to do is present anything other than the ideal example.

So here are 5 considerations for an effective, worthwhile training demonstration video.

1/ Content – don't try to do too much with your video. Apart from a summary of the key points at the end and lower 3rd captions where appropriate, leave out text, redundant narration and any other information which is covered in written manuals.

Keep the video medium for the content and message it's most suitable for. It'll have more message cut-thru and impact and more point of difference form the written and verbal training.

2/ Scripting – realistic and absolute. Two issues here: firstly the script needs to be delivered the way that 'real people' speak- not 'manual speak'. Secondly, and possibly most importantly, it needs to be checked and signed off by all interested parties and then never deviated from except in exceptional circumstances (i.e. it's later found to be wrong!).

Allowing performers to ad lib the script opens the door for longer, less productive shoots while the 'best' dialogue is achieved, and also ending up with a message that's 'pretty close' to what you actually want the audience to hear. With all the effort and expense going into the training programme and video why not deliver the message accurately?

Here's a good reason for hiring an experienced script writer- someone who can not only write for natural spoken delivery, but who also has a system for managing the scripting approval process efficiently.

3/ Actors – that's everyone in the video. In most cases experienced actors/performers will be the best option for most productive use of shooting time and for delivering the most natural and believable performance.

This is because they aren't self conscious about taking direction, are being paid to get their lines right first time, and don't come with preconceived ideas of how the message should be delivered (which may well be the wrong way!).

Auditioning, and using staff for roles of customers, extras and even key characters is fine, and a good idea, as they get to see what's involved in making the message clear. They can also help with creating the right atmosphere or pointing out problems with the script which hadn't been considered (although ideally the scripting process has involved them earlier on to avoid this).

A good director should be able to get a useable performance out of most people, but a great director will get the right people performing in the first place.

4/ Duration – keep it short. The audience can remember a maximum of 5 things before they forget the first so don't try to pack too much information into one module- 2 to 3 points maximum if at all possible.

5/ Bullet points/graphic message reinforcement – make the most of the visual medium. Audiences are used to taking in information via a number of senses at the same time and the more senses they use the more they understand. So watching, hearing and reading key words or short phrases at the same time is effective use of the video.

_Benefits of On-Location Editing

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Microsoft NZ Communications Manager Carol Leishman recently required a high-quality video record of a 3-5min interview held at a key client's premises on a Monday for inclusion in a PowerPoint presentation (as a full-screen Windows Media Video clip) to dealers the next morning.

The presentation needed to include limited additional grafics and logos but also needed to be completed quickly enough that it could accompany one of the presenters to Christchurch that afternoon to be slotted into their visual support.The time frame was tight, and the usual process of recording to tape, taking the tape back to the edit suite to digitize into the computer for editing and getting the client in to approve the final product, just wasn't going to work.

Video Promotions' solution was to record the interview direct to a laptop editing system. In this way we kept the production schedule (and budget!) to just the half a day on location where we shot the interview and completed the edit to preview for the client's approval, before returning to base to burn the finished product to CD (we're working on speeding this last stage up too!).

The benefit to any business of using this video production process is not only a smooth and relaxed production during recording (as always), but also confidence in getting a recording which delivers the clearest message in the shortest possible timeframe.

The savings in time and editing budget can be even greater when used on long-form recordings such as conferences and presentations where minimum editing is required. Because there's no additional time taken to transfer the recording from tape to the editing system (sometimes hours worth) there's less charge for editing time. Something to consider on your next presentation recording...

_Things to consider when planning a CD-R (Part 1)

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Not every CD is created equally. They vary according to your audience, your purpose, and the features they have to have to reach your audience and suit your purpose. Following are just some of the questions you and your client should try to answer as you plan a CD.

What would recipients appreciate on a free promotional CD?
We recently brainstormed this question for a client who wanted to produce a regular CD to send to clients and around their own organisation and came up with the following suggestions:

Thought-starters. Inspiration. Insights into The Mix's business or service.

In other words, free stuff which makes your company seem helpful without coming across as a blatant advertisement for how great you are.

What might inspire them to play a subsequent CD?
I looked at this from my own point of view and decided it would be knowing the CD's going to be:

– interesting
– stimulating (visually and educationally)
– informative
– interactive
– and includes 'takeaways'

How Comfortable Is Your Target Audience with Computers?
You should take into consideration your audience's level of computer knowledge and comfort. Don't plan elaborate navigation for the elderly or young children who often have not been extensively exposed to computers. You should plan your CD with your target audience in mind.

Will the CD Have a "Search/ Menu" Feature?
This is a simple question, but the answer can involve several days to implement based on the application used to create the CD. If you want this feature, let the designer know up-front. This can determine how the CD is made and how the files are arranged.

Will the CD Have to Function on Multiple Platforms?
Your answer will determine how you name the files you want to include on a CD. It is best to keep your file names to 8 characters or fewer in length. Some PC's will rename files that are longer than this, which will cause your CD navigation system to fail. You will also need to have different AutoPlay features for the different platforms in order for them to function.

Will There Be an AutoStart/AutoPlay Feature?
This will determine if the CD will automatically start when it's put into the computer. The end user will not have to search for the file that starts the CD. This is very helpful to the end user, but you must make sure the CD can start on PC and Mac computers.

Check future issues of Video News for more things to consider when you're planning a CD, or contact me for a personal, no-obligation exploration of how The Mix and its clients could benefit from utilizing this medium.

_Crisis Communication

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In a crisis, how you communicate is critical. Here are some of the worst and best things you and your clients can do when communicating during a crisis, courtesy of communications lecturer Abigail Borron.

Worst:

Winging it/Shooting from the hip: Don't just assume you know how to handle a sudden crisis. You need to fully understand your role in the situation as well as the roles of your counterparts. Be sure you have all the available facts before you start talking to the public.

Being silent: In critical circumstances, silence is NOT golden. The media and/or your audiences may be relying on your expertise. If you aren't ready and willing to speak up, you may lose credibility and the opportunity to educate the public.

Downplaying the situation: Downplaying can only get you into trouble. If you downplay the severity of a situation, you may inadvertently put people at risk – and tick them off, too.

Being entrenched: Often a crisis requires a change in attitude and in existing protocols. You should be ready to adjust as needed.

Best:

Showing compassion: It's important to recognize – and acknowledge – what your audience is experiencing.

Saying it over and over again: Crisis communication is much like advertising. It often takes an audience an average of five times to hear a message before it is understood.

Recognizing and accepting responsibility: You need to be upfront with your audience. When it is necessary to change or make a correction, do so in an open and honest manner.

Being swift, decisive, and real: During a crisis, an audience expects information immediately. As a reliable source, your responses should demonstrate quick-thinking and decisiveness. This will help make your audience feel secure and confident in a time of uncertainty. (Note: Quick-thinking takes place when you have the facts, while shooting from the hip takes place in the absence of the facts.)

Planning for the unexpected: No crisis or disaster can be planned to the very last detail; however, your area of expertise and possible past experience may enable you to prepare ahead of time for potential crisis scenarios.

Listening: Listening to other responses, victims of the crisis, and stakeholders not directly affected, will help you determine what information needs to be communicated and better understand the needs of your audience.

Video Promotions is frequently asked to assist with EPKs (Electronic Press Kits), emergency media training (the afternoon before the CEO has to go on Holmes to carry out damage control!), and communicating important messages to staff on crisis issues.

Sometimes calm, objective guidance in times of a communication crisis can mean the difference between that crisis escalating and a communications problem being solved.

_More Tips for Professional Presentation Delivery

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Whether preparing for a video or live presentation here are some basics which can't be ignored:

1/ Time yourself. Most messages can be well delivered in 5-15 minutes. Never take more than 20 minutes to tell your story in a meeting.

2/ If you're working with PowerPoint your delivery must cover additional information that goes deeper than the content on the slides. Keep slide text to the bare minimum.

3/ Whether reading from a full script, or working from note cards, print them in a large font and short paragraphs. Live presentation can be unnerving, so make it easier to always keep on track.

4/ Visualizing parts of your script will make it come alive for you, and that is exactly what makes what you have to say interesting to the audience.

5/ Limit your caffeine on 'Show Day'– you've already got the adrenaline pumping!

6/ Eat a good breakfast the morning of your event, even if you're not presenting until later in the day. Your body needs healthy fuel to perform at your best.

7/ Keep handy: a lint roller to touch up your clothes plus bottled water and boiled sweet or barley sugar (for that inevitable dry mouth.)

8/ Have your business cards ready to hand out, pre-set in your pocket for easy access.