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Education

6. Increase tradeshow traffic 9. Don't cheap out
If your company is attending Yes, you can get a cheap video on Upwork or Fiverr, but it can do more
tradeshows, the right video damage to your brand than you can imagine. Companies can get burned
can increase foot traffic to your by looking for the cheapest offering or by working with agencies that
booth and help your visitors aren't experts and overcharge. They may be stuck in the '90s, but you
self-qualify. The video should don't have to join them. Become familiar with market prices and how to
be short and on a continuous create effective messaging.
loop, so a visitor doesn't have
to wait too long for the video to 10. Find your built-in multiplier
re-start. Large bold messaging Video is an investment in the thousands of dollars, but many companies
on-screen is a must, because do not fully grasp how to leverage a single video and derive a great ROI
you can't rely on audio in a from it. And that's a shame, because you can get a lot of life out of a one-
noisy exhibit hall. minute video. For example, a one-minute YouTube video can create short
10- to 15-second videos for Facebook (with some adjustments).
7. Extend your salesforce
Video can be an effective sales In the end, video is an investment, but in the grand scheme of things, it's a drop
enablement tool, because man- in the bucket if it helps you lower your customer acquisition costs and identify
agers can control the sales mes- the right marketing channel that can scale.
sage and deliver a consistent
message to customers every Konstantinos Papakonstantinou is founder of Board Studios Inc., a boutique explainer ani-
time. Video tracking capabili- mation production company that specializes in financial services. Since 2012, Board Studios
ties can show how much of a
video customers watched and (boardstudios.com) has produced more than 1,500 videos for leading payments industry
re-watched. Video can also be companies, including Money2020, FIS Global, OnDeck and CAN Capital. He can be reached at
a great way to respond to a re- kosta@boardstudios.com.
quest for proposal by differen-
tiating your company and solu-
tion.

8. Make it interactive
Interactive video is a technol-
ogy that's been maturing over
the past couple of years. These
videos typically offer an in-
troductory segment followed
by a challenge question. The
customer's response will initi-
ate a self-guided experience
throughout the rest of the vid-
eo, creating a more personal-
ized and contextual experience.
These videos can be expensive,
because they are still in a na-
scent stage and have yet to be
widely adopted. Providers are
experimenting with new busi-
ness models to make them
more affordable, which may
include offering free access to a
platform or producing video in
segments to lower production
costs. They have been shown to
drive engagement and conver-
sion.

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