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Social Media at Events: Try These Tips for a Fun and Successful Video Campaign

We created a series of Facebook videos for Crest + Oral-B's convention experience.

Making the most of social media at events is critical for today’s marketers. Posting content to Facebook, Twitter, Instagram and other channels lets you extend the experience to a broader audience while giving attendees additional ways to engage.

For convention clients, we craft social media campaigns that invite participation beyond the trade show floor. One of our favorites is a video series for Crest + Oral-B’s professional Facebook page. Titled “On the Road with Crest + Oral-B”, the series capitalizes on the travel theme the oral care brands have been utilizing this season, along with the fact that the brands visit several conventions within one year.

The videos are a natural for dental professionals. They want to feel appreciated, they like to share their wisdom, and they’re always up for a laugh. So we developed a schedule of topics that would let them be funny, wise and inspirational—sometimes all at once! (Check out a few examples: Your Best Oral Health Advice in 3 Words… Go! What song gives you a big healthy smile? and Reasons Why I Love Being a Dental Professional)

The videos are simply made: A brand ambassador with a GoPro roams the Crest + Oral-B booth, inviting attendees to answer a question. The videos are quickly edited, with at least one posted per convention day. Each is accompanied by a post that invites viewers at home to contribute their own responses. Three-quarters of the way through this convention season, our videos are averaging around 3,000 views each with dental professionals liking, sharing and commenting on their favorites.

Are you interested in a Facebook videos for your next event? Here are some tips.

Create a theme. It should tie to your event but be interesting and relevant to people at home. Use the event as a springboard: What’s going on that viewers might like to see no matter where they are, and how can that spark a broader conversation?

Make it shareable. People share content that is funny, tugs their heartstrings, or offers information they find useful. Approach video on social media as a way to provide something people want vs. a way to get your message out. For example, capture attendees with their guards down, ask for touching anecdotes, or have company experts provide byte-sized tips and insights.

Get permission. Ensure that everyone who appears on camera is OK with it by having them sign a release form.

Keep it short. According to a Socialbakers study, videos on Facebook have decent completion rates (meaning people watched them until—or almost until—the end) when they’re under 115 seconds. 61 seconds garners a good completion rate, with the best completion rate occurring for videos with a length of 21 seconds.

Invite participation. Post topics that inspire people at home to contribute questions, stories or advice. Make sure to include a call to action inviting comments.

Post within the platform. A BuzzSumo analysis of Facebook posts found videos get much better engagement when they’re uploaded directly to Facebook vs. embedded from YouTube.

Tell them how to find it.  People who’ve appeared in an event video are your best prospects for sharing, liking, tagging, etc. We hand out business cards with the name of our Facebook page and other social media channels where our content can be found. A hashtag can also help people find themselves, in addition to gathering all related content in one spot.

Test and tweak. Facebook provides detailed insight into how your content is performing, including how long people view a video before dropping off. Use this data to help refine future videos for maximum view time and engagement.

For more ideas on how to amplify your events with social media, check out our tips on using Facebook Live at conventions.

 

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Happy Holidays from MPG!

At Moening Presentation Group we believe in trying new things, and we’re always stretching ourselves to discover new skills.

This year our senior writer Sara decided she could either try her hand at baking holiday cookies, or making a video to wish our team and clients a joyful season. Believe it or not, baking sounded like the more daunting prospect. So she put together this little gem, exercising a video production muscle she never knew she had. We think it turned out great — warm and sweet, just like a homemade cookie.

To our clients and all our amazing team members, thank you for a wonderful 2015. We’re looking forward to more new adventures in the new year!

Making Messages Memorable at a Big (And We Mean Big!) Tradeshow

An MPG professional presenter details the benefits of Trimble's Connected Farm software for a packed audience at Farm Progress 2015.

When Trimble Agriculture exhibits at a trade show, it’s big! Big booth. Big audiences. A big variety of solutions to share. And the shows themselves are enormous. Farm Progress, billed as the nation’s largest producer-attended outdoor agriculture event, encompasses more than 2,570,000 square feet with an average attendance of about 160,000.

With so much competition for the attention of farmers and advisors, how does Trimble stand out? With a new live presentation introducing all that Trimble has to offer.

Trimble had already experienced success with MPG brand ambassadors, who welcomed visitors and helped detail Trimble solutions at earlier tradeshows. For Farm Progress 2015, Trimble asked us to create a presentation that would open the booth experience. The goal: let visitors know about the breadth of Trimble’s offerings, focusing on the agriculture management software that brings it all together—Connected Farm.

Trimble is best known as an industry leader in guidance and steering, helping farm equipment operate efficiently and thoroughly in the field. Connected Farm brings the data collected by that equipment into one place, allowing growers and their advisors to make better decisions.

MPG’s theme, “Expect More with Trimble,” allowed us to challenge the audience’s prior knowledge of Trimble, then demonstrate how Connected Farm technology can help them get more out of their investments.

Our professionals gave back-to-back presentations throughout the three-day show. Our brand ambassadors, meanwhile, continued to welcome newcomers, direct traffic, answer questions, and put a friendly face on the Trimble experience.

“The MPG team was a pleasure to work with,” said Trimble Event Coordinator Ashley Limoges. “They pulled our marketing materials into one memorable message. Then, they delivered a great experience at the booth. The professionals presenters set the stage for our representatives to have meaningful conversations with our visitors. And the brand ambassadors made sure everyone felt welcome. As a result, we had increased booth traffic which led to new customers and higher post-show sales. We felt like we were in great hands.”

To see MPG in action at Farm Progress, including selections from our live presentation, check out our video. To learn more about our trade show and corporate event services, visit here.

MPG Video Production: Capturing HD Passion for an HD Innovation

MPG’s production team shoots a video featuring Paul Sagel, inventor of Crest Pro-Health [HD].

Sometimes, you’re so proud of a project you want to tell people yourself why it’s so great. Forget slick commercials and carefully crafted benefit statements. Sometimes, the only way to communicate your passion is to speak directly to your audience—raw and unscripted.

That’s how P&G scientist Paul Sagel felt about his latest invention, Crest Pro-Health [HD]. The first-of-its-kind toothpaste and gel system has been wow-ing consumers since it was launched in January—which wasn’t a surprise to Paul, since the product wow-d him while he was developing it.

Ads for the product were doing fine, but Paul felt they were missing the story behind the innovation. He wanted to communicate just how incredible the results are. And he wanted people to see and feel that excitement, directly from him.

When he called us to the lab to discuss his idea, we wished we’d brought a camera to capture the energy as he talked about Crest Pro-Health [HD]. It truly was infectious. And we couldn’t wait to help make his vision a reality.

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As we prepared for our shoot, the idea evolved from the original completely unrehearsed concept. We suggested filming in an electronics store to help illustrate that Crest Pro-Health [HD] really is HD for your mouth. And we devised a one-take lab-to-store idea that allowed Paul to set up his scientific credentials while maintaining an element of fun.

As for the script, we helped organize the talking points, but in the end it was all up to Paul. And he delivered! The video has started making the rounds of Crest’s social media outlets, and so far the response is great. Take a look. If you’re as excited as we are, share the video and try Crest Pro-Health [HD] yourself!

A+ Tips for Effective Trade Show Exhibits

We love getting great report cards as much as anyone this time of year. And we believe in celebrating success, which is why we’re trumpeting our latest A+ scores like a proud mom on Facebook.

But we also believe in sharing our secrets. Because the effective trade show strategies that earned our client, Crest + Oral-B, such great results at the Chicago Dental Society’s Midwinter Meeting are tactics all exhibitors can learn from.

Here’s what the Exhibiting Effectiveness Evaluation, conducted by Competitive Edge and Trade Shows Plus, had to say about the Crest + Oral-B  experience in Chicago, PLUS tips on how you can get similarly great results.

Our booth for Crest + Oral-B included a hands-on science demo area, brushing stations for sampling, and a live presentation theater, where two professional presenters delivered a news-themed message about Crest and Oral-B's latest innovations.

Our booth included a hands-on science demo area, brushing stations for sampling, and a live presentation theater, where two professional presenters delivered a news-themed deep dive into Crest and Oral-B’s latest innovations.

The overall experience scored 100% compared to all other exhibitors at the show.

OverallUseThisExhibit Presentation

This category evaluated the general impression the exhibit made on the show floor, and our scores were nearly perfect. Here’s a sampling of comments: “Theme was effective/creative. Good overall exhibit design. Good graphics. Good lighting. Good use of A/V. Creative/Imaginative approach to exhibit/messaging. Wow. Amazing.”

ExhibitPresentation

 

How can you get similar results?

Invest in good booth design. Create something inviting that brings your brand to life with smart use of equity colors and graphics. But keep it versatile. The goal is to get multiple years of use out of your booth with the ability to switch out themes and change up the experience each year.

Be bold, and be seen. We can’t stress enough the importance of a big, eye-catching overhead banner, along with  branded signage high enough to be seen over other exhibits.

Don’t skimp on lighting. Even the best-lit convention hall won’t make your exhibit look its best. Good lighting not only helps your investment shine, it actually enhances the experience for your guests.

Layer in a theme. Since Crest + Oral-B had so many new innovations last season, we carried a news theme throughout the booth. Theming is an extra step that can help you avoid dry, boring presentations and demos.

 

Product Presentation

Here, our scores were 5s across the board. Comments included: “Theater is Disney-off-the-chart. Product innovation demos are excellent. Staging is incredible.”

ProductPresentation

 

 

How can you get similar results?

Do a presentation or demo – or both! Of course we love live presentations — they work! And for many products, a demo should be a no-brainer. Here are some ideas for doing them right.

– Be entertaining. But don’t feel pressured to do Disney. Our audiences have come to expect nothing but the best from Crest + Oral-B, so we’re constantly raising the bar on our theater experiences. The real lesson is to incorporate some element of entertainment, whether it simply be multiple monitors, a storytelling approach, or that fun theme we mentioned above.

Use professional presenters. Giving a great presentation at a corporate meeting is different from engaging and entertaining crowds four times an hour for three days straight. Professional presenters will deliver your message with flair every single time.

 

Exhibit Staff

Our scores were A+ here, too. Just look at those comments!

ExhibitStaff

How can you get similar results?

Go pro. Hire seasoned hosts with the energy and know-how to represent your company with class. Or at least provide your internal team with training on how to be as engaging and helpful as possible on the trade show floor.

Create a uniform look. Matching shirts, ties, and other clothing items not only make your team look good, they make it easy for guests to figure out whom to approach when they’re ready for a conversation.

The final lesson? With good planning, great staffing, and a touch of entertainment, you can create a more effective trade show exhibit that earns top grades from your target audience. Interested in seeing how MPG can help? Check out our Work and our Services.

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Spring Cleaning Tips for Great Tradeshow Exhibits

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Photo courtesy of Chiot’s Run, via Flickr

Winter is over, and many of us are wrapping up a successful trade show season. Now is the perfect time to review your exhibits and related events. Could they be fresher, more efficient, and more relevant to your audience?

Spring cleaning doesn’t have to mean an overhaul. Just make sure you’re getting the most out of every piece in your program, starting with clearing out clutter. Keep an eye out for:

Meaningless Jargon – Everyone offers an innovative, cutting-edge solution. And these overused terms are classic examples of “telling” rather than “showing.” We might not be able to trim all of these filler words out of presentations, graphics and related materials, but we can be mindful of falling back on them when a richer, more precise story could be told.

Cluttered Messaging – Are your presentations too long? Graphics laden with copy? Can a visitor look at your booth and immediately tell what you do or sell? Streamlining, shortening and creating areas of clear focus will create a more enjoyable experience for your guests, not to mention a more successful showing for your company.

Pieces that Aren’t Pulling their Weight – Do you have monitors that have gone ignored? Are there touchscreens no one touches? Consider working neglected technology into a demo. Or, transform dead spaces into a presentation area.

Shows that Aren’t Showing a Return – Most of us have at least one convention or trade show that seems to require more energy than it’s worth. If you trimmed it from your schedule, would it free up time and budget that could go toward shows that really improve your bottom line?

Now that you’ve cleared out some dead weight, it’s time for the next step: sprucing up. How can you give your program a fresh face without re-doing everything?

Fix wear and tear. If your exhibit house hasn’t done this already, have them repair scratched paneling, scuffed corners, dingy carpeting and other damage caused by months on the road.

Update graphics. Strategic re-skinning can give your booth a whole new look. Or focus on a few of your most impactful graphics to make branding more cohesive, freshen your messaging, and better showcase featured products.

Add interactivity. Bring your story to life with a live presentation. Let visitors experience your product with a hands-on demo. Find ways to work human interactions into your booth, vs. passive videos and displays. Even the small step of hiring professional hosts to welcome visitors to your booth will set you apart and set the stage for a better, fresher experience.

For more ideas on updating your booth without breaking the bank, contact us. A live presentation may be the key to breathing new life into an existing exhibit.

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8 Tradeshow Tips to Win Over Anyone

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With Valentine’s Day coming, we’ve been thinking about how live events—especially trade shows—are a lot like speed dating.

Surrounded by primped and primed competition, you have just moments to stand out. You must intrigue your audience, build trust, and make them want to take the relationship to the next level. You’re creating connections with the potential to turn into much more.

Whether your field is serious, technical or more conducive to fun, we’ve got a formula—a love potion, if you will—that can give you an edge over the others:

#1. Be attractive. Great booth design is important. You don’t have to be the biggest on the floor, but do invest in looking your best. That includes staffing. In addition to your most personable team members, consider hiring professional hosts to welcome visitors into your space. From the minute they step onto your footprint, your visitors should feel taken care of and valued.

#2. Offer an experience. Don’t just tell why your solution is best. Let your audience try it for themselves through guided sampling and hands-on demos. If visitors can’t experience your product live, create an activity that demonstrates the benefits in a unique way.

#3. Be emotional. Create a journey connecting your product or solution to your visitors’ everyday needs and desires. Demonstrate how your brand improves lives. Tell a story that tugs at the heartstrings, and help your audience envision a bigger picture.

#4. Make it fun. Or, if you’re striking a more serious tone, be powerful. Impactful. Interactive. All of this adds up to enjoyable, which will make your audience glad they decided to spend time with you.

#5. Be real. Amazing technological advances aside, it’s still hard to fall in love with a touchscreen. So make sure your experience has a healthy amount of human interaction. One-on-one encounters are one of the best reasons to exhibit at tradeshows, so don’t leave your visitors in front of machines. Engage them the old-fashioned way – with a handshake and an offer to share more.

#6. Create an easy traffic flow. Good storytelling has a sequence, and a great experience includes not having to jostle through crowds or guess what to do next. Combine booth design with signage and professional hosts to help visitors make their way smoothly through your space while getting the most from your message.

#7. Be memorable. If you’ve done all of the above, visitors should walk away remembering you. But don’t leave it to chance. A unique, high-quality parting gift can be the spark that reminds someone to seek you out for more in-depth talks.

#8. Make it a snap to follow up. Now that you’ve captivated your prospects, don’t let them leave without a clear invitation and a way to contact you. Nurture the relationship by following up and staying in touch.

For more on the benefits of face-to-face marketing, check out our post on the power of a great live presentation.

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We Don’t Want A Lot for Christmas…

MPGList

Another year ending—already? We were just catching our breath from the whirlwind of 2014! In the unique business of live marketing, we consider ourselves blessed. With our amazing team and clients, plus exciting projects on the horizon, we have all we need.

But if Santa still wants to send us a little something extra, we don’t mind making a list.

All we want for Christmas is…

Comfy Shoes – Can the elves make heels that feel like walking on cotton balls, even after 8 hours on a trade show floor? We’ll take 100 pairs.

Friendly Skies – Please gift the airline industry with zero flight delays, minimal turbulence, and the will to bring down ridiculous fares. Our frequently traveling team members will be grateful.

Great Stories – More fun, inspiring and innovative messages mean more memorable experiences for us to create. We love that!

Kindred Spirits ­ Our clients, partners and team members just “click.” So it feels like an embarrassment of riches to ask for more. But who doesn’t love connecting with awesome people?

New Challenges Give us that that tough assignment, that impenetrable brief, the idea no one’s sure what to do with—and watch us make it great.

Health and Happiness for All We hope our friends, family, co-workers and clients have a wonderful holiday. And best wishes for a successful, joy-filled 2015!

Content Marketing at Conventions: Why You Should Consider a Camera Crew

Camera Crew at ConventionsWith today’s focus on visuals, documenting your company’s convention and trade show presence should be part of your marketing budget. Yet we often are surprised when clients don’t have a plan for showing higher-ups and other stakeholders just how successful their booths, demos and other activities were.

Sure, photos and video can be captured for free with phones and personal cameras. Professionally shot video, on the other hand, communicates the quality of the experience, allowing you to craft a recap that shows off why your company should continue to invest in trade shows and other live events.

But don’t stop there. Quality content can be repurposed to help you market externally as well.  Consider:

  • Filming your featured presentation, then breaking the footage into segments for an online series.
  • Filming demos as stand alones that can be used on your website or by sales reps in the field.
  • Interviewing your experts live for segments that can be included in blog posts or shared via social media.

To get the most out of your investment in a professional camera crew, follow these tips.

  • Create a content plan. Map out what you want to capture and where it will be showcased. This helps ensure you don’t return from an event missing the one piece of content your managers and marketing team want to see.
  • Compare crews and costs. It may seem like a money saver to hire in the convention city, but money is wasted if the crew doesn’t deliver what you need. Our clients often use our video directors, who understand their needs and equity — and who we trust to do quality work — then allow them to vet and hire other crew members on the ground.
  • Clear it with the venue. Make sure you understand and follow any restrictions on filming at the event.
  • Get releases. If you’re planning to use footage of attendees publicly, you’ll want signed permission forms. We use a boilerplate release and work with our clients’ legal teams, if necessary, to make sure everyone is covered.
  • Be efficient on-site. Time is money, so designate a point person to help the crew get what they need as quickly as possible.

For more information on our video services and capabilities, check out MPG’s video production page.

Your Convention Season Survival Guide

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Image courtesy of iosphere/FreeDigitalPhotos.net

If you have kids, you’re probably getting ready for back-to-school. And if your exhibiting season kicks into high gear in the fall, like ours does, then you also are preparing to get back on the road.

Here’s our back-to-show supply list: a compilation of must-haves for professionals who travel to conventions. The more you attend, the more you need these items, so be sure to stock up on…

checkmarkBright Smiles. You’ll need plenty of positivity to survive long hours working with the public, vendors, thought leaders and colleagues.

checkmarkVitamin C. Air travel, time zone differences, sketchy on-the-road nutrition and those aforementioned long hours can bring your body down. Pack the immunity boosters that work best for you.

checkmarkProblem Solving Skills. Seasoned exhibitors know not to be surprised when something goes wrong. Don your Thinking-On-Your-Feet Cap, and you can creatively handle any challenge.

checkmarkSleep Aids. Hotels offer varying degrees of comfort, but you can’t let it keep you from getting your zzzzzzz’s. Pack a white noise machine, sleep mask, herbal tea… whatever helps send you to dream land.

checkmarkCameras. You’ll want to show your bosses back home how well your booth is doing, and what better way than with photos and video? Don’t just rely on your smartphone, pack a good lightweight camera with video capabilities, too.

checkmark Batteries and Chargers. Enough said.

 

checkmarkChargers for Your Own Batteries. Take a break from people pleasing and problem solving with a good book. Or pack your running shoes for a jog after the show floor closes. Can’t take a week off to visit the beach? Schedule a spa weekend between conventions.

Now it’s your turn. What items are on your personal convention survival guide list? Let us know, and we’ll update with any we might have missed.

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