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The Dos (and Don’ts) of Trade Show Video


  1. Think “Wow.  Trade show floors are busy and there is a lot of competition for attention. What may work on a website or social media may not cut it. You need to create video presentations that have an impact. That can be a brand video, one that highlights new products or technologies or a creative twist on your bestsellers. This is the chance to tell your story. Don’t waste it.
  2. Think Cinematic. The quality of the video must be superior. The shots engaging. The colors vivid. Cell phone video, shaky shots, or bad framing that might not be as noticeable on a small screen will be very visible when viewed on a large screen (and can make your brand appear unprofessional).
  3. Think Bold Graphics. It’s important for the graphics to tell the story because shows can be noisy. Keep graphics short- no more than two to three words. Be sure they are readable from a distance. When possible, use motion to build excitement.
  4. Think Bite-Sized. Trade show attendees are not likely to stand and watch an entire video. At most, you have about five seconds to get attention as they walk by and maybe :20 –:30 to keep them watching. Think of your video as a series of short segments.
  5. Think Branded. What you create, even if the show has a unique theme, must reflect your brand. It’s easy to get sidetracked and forget this video may live on after the show and have additional uses. Be true to your brand. 


  1. Don’t just take a video case study or other video and try to use it in this setting. It’s unlikely anyone will hear the narrative or soundbites and it will lose its meaning. 
  2. Don’t forget to check the specifications for screen size and width. Often there are atypical sizes and video must be reformatted or created especially for this use. Otherwise, video can look stretched or unnatural.  
  3. Don’t forget video is a great pre-show marketing tool. You can tease your trade show offering by sending out video emails in advance. Don’t miss an opportunity for further engagement. 
  4. Don’t forget you can re-purpose your video after the trade show, but to make it cost effective, plan for this during production and produce everything at one time. 
  5. Don’t leave the size and placement of video walls or kiosks to chance. If you are spending the money to create the video, make sure it will have an impact. A small screen, stuck in the corner is not worth it. Go big…or don’t go at all. 
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