By Mary Tucker | Senior Communications and Content Manager | IAEE
If you’ve ever wondered whether your event content is working as hard as it could be, you’re not alone. Video has become one of the most powerful tools in the exhibition professional’s arsenal and not only for marketing; video offers an effective channel for engaging stakeholders, attracting sponsors and extending the life of content long after the last session wraps.
In IAEE’s upcoming webinar, Unlocking Event Success with Video-First Strategies, industry experts will pull back the curtain on how to identify and secure video sponsorship opportunities, elevate production quality, and understand the psychology behind why video resonates so strongly with audiences and sponsors alike. Participants will also gain 10 actionable ways they can use video to enhance their own events.
Meet the Presenters
John Wilson is the Vice President of Business Development at CNTV. John channels more than 30 years of broadcast journalism experience into helping associations and trade show organizations tell stories that connect with audiences year-round
Kristin Torres serves as Executive Director of Meetings and Events at the National Cattlemen’s Beef Association. Kristin draws on more than 20 years of planning association meetings, trade shows and special events to bring video-first thinking into one of the industry’s most demanding events calendars.
Here, John and Kristin share their perspectives on why video is a gamechanger for business-to-business (B2B) events and how organizations of all sizes can maximize its potential.
JOHN: You focused on broadcast journalism before moving into the exhibitions and events industry. What surprises you most about how this industry uses (or doesn’t use) video and why?
Video is a powerful tool in both industries – capturing moments, conveying information and creating emotional connections. We see great success collaborating with our clients to develop strong strategies with specific goals. What surprises me most is that some in the industry still see video as a nice extra rather than a critical tool for engagement, marketing and communication. I’ve heard it said that facts inform decisions, but emotion drives them. People need to feel value and see themselves in events far beyond a date, location and agenda. Strong storytelling through video is one of the best ways to accomplish that.
KRISTIN: Managing the largest event in the beef cattle industry in addition to 30+ smaller events each year is no small feat. How do you prioritize video as a strategy without it becoming an overwhelming addition to an already full plate?
The key to this is to have great partners. It can be extremely time consuming trying to go it alone with video strategy. Having a partner that specializes in this and can make suggestions based on what they’re seeing be successful with other groups really helps with this as well. It’s easy to just find a vendor that can do video work, but the real key to success is working with a company that is more than just a vendor. They become a true partner. They learn to understand your goals and objectives, and equally as important, learn about your group. Understanding what is going to resonate with them is significant.
JOHN: You’ve helped organizations capture the energy of their events and turn it into content that connects with audiences year-round. Can you give us a glimpse into what that actually looks like in practice and what many organizations are leaving on the table?
Many organizations think of event video as a daily highlight reel or sizzle, which definitely has value. However, the organizations seeing the greatest success integrate video into year-round attendee acquisition, sponsor value, member engagement and communications. People need ongoing reminders of value and connection.
The real question is: what is the ongoing value of an event that makes someone feel like they can’t miss it – even if they attend every year? What gives them FOMO? That’s where storytelling and video become incredibly important. Events generate authentic moments, expertise, community, advocacy, and emotional connection that can be transformed into content for a variety of audiences and platforms.
People need multiple touchpoints and different styles of messaging, not simply the same message repeated over and over. I compare it to the Progressive Insurance advertising campaigns. Think about “Flo & Friends,” “Don’t Become Your Parents” and “Passive Progressive.” Each markets the same services through different personalities and emotional approaches. Associations and event organizers can do the same thing with video content to appeal to varied audiences, keeping them all engaged and connected long after the convention center lights go out.
KRISTIN: Stakeholder engagement is one of the core learning objectives of this webinar. From your experience, what does meaningful stakeholder engagement through video actually look like, and how do you measure whether it’s working?
Meaningful stakeholder engagement through video isn’t about just recording sessions or posting daily recap videos. It’s about being intentional in how video extends the experience and keeps people connected.
It starts with capturing authentic perspectives from attendees, exhibitors and sponsors. It also means creating content that’s relevant to different audiences and integrating sponsors in a way that feels natural, not forced.
It really becomes meaningful when people actually engage with it by sharing or responding to it, and staying connected beyond the event. At that point, video isn’t just content – it’s strengthening relationships, supporting sponsors and keeping the event relevant year-round.
JOHN: Sponsorship revenue is a major focus of the webinar. How does a video-first approach change the conversation with potential sponsors, and what makes a sponsorship opportunity within video content truly lucrative?
A video-first approach changes the sponsorship conversation by creating opportunities for sponsors to become part of the event experience and communication strategy itself. Sponsors want meaningful engagement, authentic visibility and ongoing connection with attendees before, during, and after the event.
That can begin well before the doors open. For example, a sponsor can help “own” a pre-event video series like a Know Before You Go campaign, associating their brand with valuable information, anticipation and attendee excitement before the event even begins. The same applies to onsite studios, daily highlights, headshot lounges and attendee storytelling opportunities.
What makes these opportunities especially valuable is that the content continues working long after it’s captured. Video creates multiple touchpoints across platforms and can be shared among members. That allows sponsors to remain connected to the audience throughout the year in a natural and engaging way, while also helping the organization extend the reach and impact of its event.
KRISTIN: Event professionals often think of video as a production challenge – expensive, complicated and resource-heavy. What would you say to someone who feels like high-quality video content is out of reach for their organization or budget?
Again, it’s about finding the right partner. The right partner can help guide you through the process of a video strategy and work with you on budget.
Click here to register for Unlocking Event Success with Video-First Strategies and learn more about upcoming IAEE webinars here.
The post Lights, Camera, Engagement: How Video is Transforming Events appeared first on IAEE.
