As your company’s next big event nears, you may want to consider the role that video production will play. From pre-event promotions to live webcasting, video is a necessary component to a successful venture.
1. Event Presentation Video
An event, such as a speech or presentation, can be captured for future viewing, either to be released in entirety or edited in post. Through video recording, a company can continue to gain value from an event even after the event has passed. An event presentation video can be accessed by those who could not attend the event and can be used for future promotions, especially for similar productions.
Event presentation videos can also be used for b-roll for other projects, such as company commercials or media kits. Capturing an event presentation is usually very affordable, especially if the video is to be released raw rather than edited or to be stored for future use. It usually involves only a single camera, though a multi-cam setup can be useful to create a more dynamic atmosphere during more involved presentations.
2. Live Broadcast and Webcast
Broadcasting an event live is the best way to reach and engage the largest potential audience. Today, many events are “webcast” through the Internet and streaming services so that viewers can have the live experience in their own home. Live broadcasting and webcasting can be done similar to an event presentation video — and, in fact, the same video stream can be captured for both. Live streaming also usually uses either a single camera or multi-cams with a live switcher. Live switching is usually preferable.
Live broadcasting and webcasting is simplified in comparison to many other video productions because it doesn’t involve any editing. However, it will need a professional who is aware of video “flow” to alter the camera switching as needed, as well as who understands the technology involved in live streaming.
3. Round Table Discussion and Panels
One of the best ways to produce industry-specific video content is to record a round table discussion or panel of experts. These discussions approach industry information in an in-depth and insightful format, offering value and promoting business-to-business relationships. A round table discussion or panel requires a few additional video considerations.
This type of event is usually filmed in a single take, necessitating professionally engineered audio, lighting and video. Multiple cameras and live switching are often used to make the panel feel more alive, switching as necessary depending on speaker.
4. Q&A Expert Sessions and Interviews
Like a round table discussion, expert sessions are an excellent way to draw in others within a specific industry. Q&A sessions and interviews have a logistical advantage over round table discussions as they can include multiple takes — in fact, sometimes the questions and answers are filmed separately or re-recorded as needed to give better or more concise answers. In a traditional interview, there is often a multiple camera setup. Conventionally, this includes one camera on the interviewer, one camera on the interviewee, and one camera which includes both.
Q&A expert sessions and one-on-one interviews are easy to setup and can be incredibly valuable for a company looking to establish themselves as a resource. Internal expert sessions and interviews for company events can be used for outreach, to build company culture and to educate employees on new changes.
5. Promotional Videos
Prior to an event, promotional videos can be used to “sell” the event to its intended audience. Promotional videos should be designed to show potential attendees the value of the event to them: what the attendees can hope to gain and learn from the event in addition to what will transpire. A variety of promotional events can be produced leading up to the event itself, geared at slowly building awareness and anticipation.
Similar to a commercial, a promotional video is generally constructed with a high amount of production value and polish. Promotional videos can pay for themselves by strongly increasing interest and attendance. Prior event presentation videos and webcasts can also be included as material for a promotional production.
6. Trade Show Display
Companies attending events, such as trade shows and conventions, may want to create promotional videos that are designed specifically to sell the company within the event itself. Like a promotional video, a trade show display will show the value of the company and the event. Trade show displays can be a concise, easy way to convey large amounts of information to visitors who are interested at the company without having to expend staff energy and time. They can be used both before the event and at the booth throughout the duration of the event.
Trade show displays may have a more conversational, “Infomercial” tone, when compared to a commercial. They should be short enough to keep audience attention but long enough to give a strong feel of the company’s benefits. Lengthier promotional videos can be devised so that an audience walking by — such as at a convention or trade show — can “drop in” at any time and still understand the information conveyed. This is often done by breaking the video up into shorter sub-sections.
7. Highlight Reels
Highlight reels are created from an assortment of video captured throughout the event itself. Following the event, a highlight reel can be used to display the most exciting and important parts of the event, to educate those who did not attend and to be used for future promotions. Highlight reels are an excellent way to increase the value of an event after it is over. Generally, highlight reels are formed post-production; all of the other video, such as webcasts and streams, can be collected and spliced together in an informative and engaging way by a team of professionals. Video can also be recorded throughout the event for the express purpose of contributing to a highlight reel.
Video remains the best way to engage and inform an audience, especially about important events, promotions and projects. As you’re planning your next event, take some time to consider how multimedia can improve and augment your offerings. We can help you figure out how video can be used to best work for you.