Secrets to A Great Event Video (Pt.2)

Secrets or keys to a great event video can drive your company to success.  Although it has its own title, this blog is actually Part 2 of our series of blogs on event video. A good video of the event can multiply the value of the event itself.

In fact, we believe video should be a part of your event project from the beginning.  We can show you how to produce video before, during and after the event that will add major success to your venture.  And it should all start with a short but powerful promotional film for the event itself.

First of Our Secrets:  Know Your Goal

You might want to market your event video to members of your group who missed the event.  On the other hand, you might want to offer it, at least parts of it to members for educational purposes.  Typically we see businesses want events filmed in order to create a promotional event video.

By the way, 69 percent of B2B marketers and 63 percent of B2C marketers in North America use in-person events as a content marketing tactic.

Number 2 of Our Secrets:  Great Event Video is Difficult

Do you want to knot the secret of a great event video that provides you a wealth of material for more videos?  You see, you can market the video per se.

• Then you can create short videos to or embed in your website.
• Then you can use snippets of video over the course of the year (until the next big event) into your social media.
• However, Bullhorn Media joins many other experts in warning you that creating valuable content from an event “requires a ton of content planning.” But we also say,  “…it’s worth the extra effort because video footage can result in lasting, memorable, and easily shareable takeaways for event attendees.”

Number 3 of Our Secrets:  Great Event Video Can Generate A Timeless Quality

You will hear more than one marketing consultant speak of “evergreen” content.  Experts use this term to indicate a timeless quality to any type of content.  This is a two-edged sword:

• On the one hand, evergreen information will extend the value of filming the event.  We call it adding value to your “footage.”
• On the other hand, you might feel like the context of time and date is important in itself, even newsworthy.  You value the history of the event.  In a narrow-minded way, perhaps all you want to say with your video is: Here is what happened on this date at this event.  At Bullhorn Media, we say that fine, but it wastes a lot of opportunities.  Experts at Content Marketing put it this way,  “It’s easy to fall into a timing trap when you’re filming an event.”   Maybe you want to showcase the fun that attendees had in order to attract more audience members to next year’s event. Or maybe you feel the videos you produce will need context from the event in order to provide value

Getting Around the Double-Edged Sword of Time

Eric Leslie, President of OnScene Productions suggest that if that’s what you want to do, OK.  But, realize that “If you take that approach, you time-stamp your content.  You give your audience the details, including when the video was created.”

Here is the problem with that technique: Life in the 21^st century and life on the web, move very fast.  Your videos will be dated in a matter of weeks.

So, when we film an event, we know your audience is eager to focus on the future.  We already realize your event video will look dated within 4-5 years.  It’s a matter of perception. “So even if your content still provides value five years down the road, your audience will likely dismiss it as being too old to still be relevant.”

Therefore, to create a great event video, our strategy is to create content from event footage that your viewers will still see as valuable for 2-3 years.  Read on to see an example of how we do this:   

Our “Fix:” Our Great Event Video Secret Solution Revealed

We work out our shooting plan so that we can extend the shelf life of your footage for online use.  Eric Leslie gives us a great example. We might “…ask a keynote speaker to summarize her presentation, talking directly to the camera…”

• Thus, we condense the presentation into about two minutes.  This will be your voice-over.
• Then in post-production, we can overlay footage of the actual speech at the conference.
• Evergreen Secret Revealed:  With the above two strategies in place, the video is not just showing the event.  It is showcasing the valuable, long-lasting content from the event.

Number 4 of our Secrets: One Story Told Many Ways

At Bullhorn Media, we are story-tellers, first and foremost.  Don’t miss a prime opportunity to tell a story.

A great event video content master plan can be so much more than a simple collection of raw footage from speeches and sessions.

A great event video shows as well as tells.  Your speakers and attendees can do this.  In fact, they are eager to share in the rush of enthusiasm that happens in a well-planned great event.  Then, you have an event that shows, rather than telling.

So how does a business transform their event footage into storytelling?   We can do that.

The “Fix:” Another One Of Many Secrets Revealed

We let your attendees, your customers talk right to the camera.

Eric put it this way.  “You have all your customers in one place, convened to talk about your products and industry trends.”  “We’re talking about a prime opportunity to collect testimonials.”

Therefore we love to see conference attendees sit down in front of our lens.  We just ask them how do your products, services or memberships help them to succeed—  Or soon will help them.

It’s true that everyone has a story.  And they are all part of your great industry event.  We feel it’s our job to incorporate those stories into your story.  They will help create a human connection to the typical shots that make a great event video:

• establishing shots for overviews,
• medium shots for introduction,
• and close-ups for details.

Thank you for reading the Bullhorn Media blog.  We hope you to “see” you soon.