Live events are one of the best marketing tools in your arsenal. There’s a reason 84% of leadership—vice president and C-suite executives—believe in-person events are a critical component of their company’s success. However, an event is only valuable if people attend.
35% of event organizers admit that their biggest challenge is increasing event registration. And If you’re going to allocate 21% of your marketing budget to in-person events, then you need to be sure it pays off. The best way to do this is with a solid event marketing plan that generates buzz, garners attendees, and results in ROI. That’s where killer promotional videos come into play.
As we explained in our blog, Your Comprehensive Guide to Event Marketing, video is an invaluable tool for promoting every stage of your live events. But it is especially helpful for promoting upcoming events.
Video is a vital communication tool that allows you to leverage the best elements of your event to get the word out. One in four people who view an online video as part of their research admit that it affects their consideration. But the key is creating the right type of promotional event video.
Elements of a Successful Promotional Event Video
A video that works to promote an event is just like any other successful marketing video, except that its primary purpose should always be dedicated to helping your event. In order to guarantee this, every promotional video should contain these 4 crucial elements:
1. Goals & Values of Your Event
What is unique about your event? What is its contribution to your industry?
Knowing why your event stands out and why people will want to attend your event is vital to making your promotional videos successful. After all, how can you make a video about an event if you don’t know what you’re offering potential registrants?
Before you begin making any promotional videos, sit down with your team and figure out the end goal of the event. Is it to gain new customers, build thought leadership, increase awareness, a mix of everything? Then, think about the value your attendees will get. Is it all about networking, learning from experts, discovering new technology, etc.? Be sure to include both of these elements in your video.
Unless this is your first event, you should have images, video, and other content associated with previous events. Don’t be afraid to use this content to promote your new event. The key is to use highlighted features from previous events—keynote speakers, guest attendance facts, and workshop information—to share with potential attendees what they can expect from your upcoming event.
Customer testimonials are the most effective form of content. According to one report, testimonials have an 89% effectiveness rating. When used correctly, they help you increase website conversions, click-through rates, lead generation, and more. Using testimonials from event sponsors or past attendees about the value of the event should thus be a key element of any promotional event video.
Last, but certainly not least, every promotional video should end with a CTA to register for the event. This active call-to-action is vital to making the video work for you the way you want. Something such as, “Swipe up to attend today” or “Click now to reserve your spot” works well.
Examples of Successful Promotional Event Videos
So, what exactly does a high-quality promotional event video look like? Here are a few examples of successful videos.
Meet the Speakers: This promotional event video from Brand Innovators highlights key information about five speakers who will be at an upcoming event. This simple video demonstrates value by sharing with attendees who they’ll learn from and showing it as a thought leadership event.
Highlights Video: While this highlights testimonial video was shared after the event, this type of video would be perfect for promoting a new event. The video uses social media testimonials from attendees, mentions all the top brands in attendance, and shares snapshots of the best parts of the event to generate excitement.
How to Make a Promotional Event Video
Now, you might be thinking, “How do I make a promotional event video? I don’t have a lot of time or experience.” There are two ways you can go about making your videos: hiring a professional team or doing it yourself with the help of a video marketing tool.
Hiring a professional video marketing team to create your event videos might seem like the easiest solution, but it’s also the most expensive. It could certainly eat away at your event marketing budget a big chunk at a time. Moreover, while a professional video team may be able to deliver an impressive final product, it wouldn’t be overnight–such videos often take months to produce.
Use Your Team and Wochit
The second way to create high-quality promotional event videos is to use your in-house marketing team and a tool such as Wochit. With Wochit, you can improve the efficiency of your video creation—with videos created in under thirty minutes by following a simple step-by-step process. Wochit offers ease of use, simple shareability, advanced editing, premium content, templates, pre-created storyboards, and more. In the end, you get a final, professional-looking product on a budget and in less than the time it takes to drink a cup of coffee.
Getting more attendees at your events and generating a bigger buzz requires a solid marketing plan, and highly impactful promotional videos should be an integral part of this. With the right know-how and tools, high-quality videos are within your reach.