Recently, Bright Circle has attended a number of different trade shows in our marketing efforts. It’s also been an effective means of research.

The Orange County Convention Center is the 2nd largest convention center in the United States. Every year companies from all over the world come to attend trade shows and conduct business. A great number of these companies have a video at their booth or exhibit to promote their services.

Here’s a few quick pointers for companies to remember.

This is your product, the labor of your life. Your company needs to be represented well. Don’t try to produce the video yourself. You’ll be better served not doing one at all instead of attempting to learn the craft of producing video in the weeks leading up to your event. Never has there been a point in time where we as a people have been trained to know what constitutes a good video and a bad video. With over 200 cable networks broadcasting worldwide, and the whole world streaming online, viewers are more sophisticated than ever before. We know what’s good, we know what’s really bad. This is your name….it has to be good. It’s worth the investment to have it professionally done.

Determining the proper length of your video is crucial. Shorter is better. At trade shows people are on the go, there’s constant movement. For example, ten to twelve minutes is an extremely long time for a group of people to camp out at an exhibit…even to watch a video. Five to seven minutes is a much better length. You’ll be able to play the video more often to more people….and that’s a good strategy.

You need the wow factor.

What will make people stop at your booth to watch your presentation? Well if you can manage the cost, a nice plasma display could pay handsome dividends. High Definition is here and people are still fascinated by the imagery. Displays are costing less and less. HD or HDV production guarantees a much longer shelf life, ensuring you a higher ROI.

Trade show videos also are tools that can be converted quickly and for the most part inexpensively into a video for your web site. It’s a valuable asset to have in marketing your firm.

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Relationships are the lifeblood of any successful business. It doesn’t matter if that operation is consumer-based or draws upon business to business dealings. Repeat business is important to long-term success.

Understanding this simple fact provides a source of motivation for companies to continually produce consistent quality work. It also builds Trust. When trust is developed between two businesses that rely on one another for product and service, a symbiotic relationship is formed that grows over the course of time. Dependability, integrity, and open lines of communication go a long way in developing these alliances.

What else goes into developing trust? To truly serve clients well a vendor needs to draw upon their consultative powers. In our case that may mean telling a client that they might not need a new video. It might mean suggesting to repurpose existing footage from a past project in order to economically produce the video. It also might entail creatively finding solutions to produce an instructional video that is in dire need but short on funding because the end of the quarter is near.

Building trust goes a long way in building your client base as well as your reputation.

Marketing your company takes time and energy. It’s an investment. Attending tradeshows, participating in networking events, joining online business communities…the options are endless. It just depends on what strategy your business decides to employ. But the best “strategy” shouldn’t be a strategy at all…it should come natural, it should be at the very fiber of your company’s existence, it should be part of your DNA. It’s called being “clientcentric.” Everything today needs to be centered around the client. Giving the best experience, providing the best service, enabling your client to succeed through the product you provide….that’s what enables successful companies to retain their clientele…and attract more business.

Delivering compelling media is just one part of the equation. What ideas do you have that might push that project to another level? How can your company provide the biggest bang for your client’s buck? What partnerships can you draw on that might be an asset to your client? Have you looked at every layer, every crevice, and determined you’ve done every thing possible as a company for your client? What did you learn from this project that you can apply next time?

Being clientcentric makes you more aware of your clients needs. Being clientcentric brings more value to your brand, and in the end is the greatest investment you can make to your company.