Six Ways to Use Online Video for B2B Event Marketing (a Case Study)
Moreover, I'd argue that online video adds not only dimension but also a complete and integrated multichannel tool for tradeshow marketing. The following case study shares how a B2B technology company used online video to increase in-person tradeshow meetings with targeted decision makers by 218%.
A Case Study
A leader in retail business intelligence technology, QuantiSense wanted to increase the quality and quantity of its face-to-face meetings with dil industry tradeshow of the year and video was the centerpiece of our NRF marketing initiatives," said Jeff Becision makers during the 2013 National Retail Federation tradeshow. "NRF is the most important retauck, CEO of QuantiSense.
QuantiSense teamed up with MagnetVideo to create a marketing video and design a six-step event-marketing campaign using online video.
The idea of video production can be intimidating. And most marketers instantly think of big cameras, lights, crews, and big budgets.
However, working together to identify the ideal target audience, core messaging, and call to action for the campaign, MagnetVideo and QuantiSense were able to create a high quality company overview video without the expense, risk, and hassle of an onsite video shoot. MagnetVideo produced a 70-second video using engaging and informative motion graphics.
That approach kept the focus on the core benefits QuantiSense provides retailers: increasing sales and margins. The video also included a segment explaining how the retailer's end clients—consumers—can also benefit from the QuantiSense solution.
Driving Demand for the Event
QuantiSense kicked off its event marketing campaign with a 1-2-3 punch combination. The MagnetVideo team created a targeted video landing page for the NRF show with three key features:
- A 70-second concise company overview video
- A whitepaper download
- Booth and speaking engagement information
The email design offered a conversion opportunity by featuring an image of the video in a player linked to the campaign landing page.
QuantiSense engaged its social media community by sharing links to the company overview video in the days leading up to the show. The video included the invitation "Meet Us During NRF 2013 in Booth 765" to build brand awareness before the show.
To increase visibility from the tradeshow's organic search traffic, the team optimized its YouTube video on the term "NRF 2012" by integrating the term in the video title, description, tags, and the uploaded closed captioning text.
It worked. The video regularly ranked on the first page of Google search results for that term. Google regularly includes YouTube videos in organic search results—an indexed video likely has a greater chance of ranking on the first page than a textual page.
At the tradeshow, QuantiSense wanted to increase brand awareness. Aligning with the increase in QR code usage, the team created a 60-foot-tall promotional banner that hung outside the entrance of the Javits Convention Center in New York, where the show was being held.
When attendees scanned the QR code with their smartphones, the video automatically played with a call to action to visit the QuantiSense booth.
QuantiSense placed several large flat screen monitors in its tradeshow booth at the NRF event and played the video on those screens. The in-booth video helped drive traffic and immediately described the company's solution.
Moreover, the QuantiSense executive team played the video at the beginning of each in-person meeting with key retail decision makers to provide an overview of the company's solution and to help build brand recall.
After the NRF tradeshow wrapped up, the team created a personalized email thanking each person who had visited the booth. The thank-you email was linked to a landing page where visitors could watch the QuantiSense video and download a whitepaper. The team continued to nurture contacts using the video as the content centerpiece.
The Event Marketing Campaign Results
By working with MagnetVideo to design and implement the multichannel video marketing campaign, QuantiSense increased its face-to-face meetings with decision makers during NRF by 218% over 2011 results.
"Our marketing team was able to use the same video across all of our marketing channels for the NRF event. Video proved to be both highly effective and very affordable," concluded QuantiSense CEO Jeff Buck.
If you would like to talk about how to leverage on-line video to improve your bottom line, please give me a call at 440-519-1500 or e-mail me at firstname.lastname@example.org
X2 Media can help you target your content and get your message to the audience in a way that it is not only seen and heard, but remembered.
Until next month….remember, “you don’t get a 2nd chance to make a 1st impression”. Always make it a good one!
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