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Q: Having spent two days a an important exhibition where we couldn’t talk to everyone who came to the small stand because of the large number of visitors, can you explain how a video/multimedia presentation would be made that would get the key messages over fast?

One limitation is that stands are noisy so video sound only adds to the noise or can’t be heard.

And how would the presentation be displayed so that passers by can stop briefly. Small stands don’t usually have a front ‘surface’ to mount a screen on.

Marketing Manager
Online retailer

A: Noise at exhibitions is a problem, especially someone’s corporate video is blaring out in the adjacent stand. It’s a no-no really.

In most instances a multimedia presentation will overcome the noise problem better than a video.

This is because a multimedia is very text-bullet-graphic based, and doesn’t rely on a spoken narrative to get its message across.

Contrast this with a video showing gorgeous pictures, but whose business message is lost without a useful voiceover to explain what it all means.

Video is usually not effective without sound.

On the other hand, multimedia is designed in a different way, and part of the design is to ensure that if it’s played without sound, then the business message delivery will still work. Quite clever really.

This is usually seen as text bullets, supported by attractive graphics and animation to ensure a strong visual appeal with a passing audience of potential corporate buyers.

Here’s a selection of multimedia presentations so you can get the idea

As regards the mounting of screens for maximum visibility?

I tend to favour mounting screens high up, flanking the sides of the stand, so they can be seen from a distance.

This kills two birds with one stone.

1 – Valuable front-of-stand real estate isn’t gobbled up with screens

2 – Buyers in the distance can see the cleverly animated colourful message and are drawn to it (like moths to a flame!)

In addition, a stand frontage flanked by two high mounted monitor screens looks quite impressive.

And when you’re busy, you have two screens to park waiting customers in front of, making them form a queue – but with a terrific multimedia presentation to watch to stop them wandering away.

Because of noise, corporate video has limited usefulness in exhibitions stands compared with a multimedia presentation.

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