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In trade show videos, I use graphics like this to tell the story, instead of sound.

Trade Show Videos Have to Be Produced Differently Because of Where They’re Shown.

When producing trade show videos and product videos, it’s important to consider the environment where the videos will be shown. These two videos I did for Oldcastle APG are good examples.

It all started when I shot a product demonstration video for their Amerimix brand preblended mortar about a year ago.

It featured one of their Sales VPs, Garen Graves, explaining how with Amerimix, you get more mud for your money, compared to traditional cement mixed with sand.

Usually, trade show videos don't have an on-camera spokesperson, like this sales guy from Oldcastle APG.

An Effective Presenter

Even though he isn’t a professional actor, this sales VP did a more than admirable job.

He appeared natural on camera, and told the story in a simple and straightforward way.

But then a few months later, Oldcastle decided they needed a trade show video, too.

And that presented a whole different problem.

Usually, Trade Show Videos Can’t Rely on Sound

While not all trade shows are the same, most are noisy and frenetic affairs. Exhibitors have little to no control over where their booth is located, or what exhibitors are nearby.

And they certainly can’t control sound levels—if three companies want to blare loud music at the same time, well then that’s the way it’s going to be.

Because of this lack of control, most trade show videos do not rely on audio to tell a story. There’t no guarantee anyone will be able to hear it.

Re-Thinking Amerimix

So with that limitation in mind, we created a brand new edit for Amerimix, using typography to tell the story.

In this version, Garen Graves doesn’t appear at all. In his place, we used a series of short subheads that help break up the action, and deliver the story point by point, so it’s easy to follow.

Here are both versions so you can compare.

 

Product Demo Video:

Trade Show Video:

Want more information about trade show videos? You can see more examples here.

ABOUT THE AUTHOR

Harry Hayes is the owner and executive producer at Content Puppy Productions. Before starting his business, he spent 20+ years as an advertising writer and creative director.

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