This article was written when trade fairs were being cancelled during the Covid pandemic. At the time, many companies were asking: the trade fair is cancelled, but we still want reach, sales and new customers – what now? Read why the industrial film was a worthwhile trade fair alternative AND complement, and why it belongs in any marketing mix.
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Why the cancelled trade fair was an opportunity
Let’s be honest: after 2020, we hadn’t really had a favourite year for a while. The economy was uncertain, holidays in the south had to be cancelled and energy prices were going completely crazy.
Even so, I like the idea that every crisis also holds an opportunity. The glass isn’t half empty or half full – it can be refilled. And as business owners and heads of department, it was in our own hands how we came out of that crisis.
That’s why I saw the crisis as an opportunity: an incentive to rethink existing patterns and explore new paths. At the time, many companies wanted to invest their existing, unused advertising and trade fair budgets in video marketing.
Since you have landed on this page, you may be in a similar situation. The fact is: trade fairs are an important part of live communication. But it is also a fact that trade fairs alone are not the holy grail on which your sales rest.
It is always a good time to explore alternatives – for example industrial films, which were in great demand at the time.
Is an industrial film worthwhile for you? Will it achieve your goals? Check for yourself with this article:
Why do you go to trade fairs at all?
The question you should ask yourself in this context is: what is your goal? What do you want to achieve? Why do you go to trade fairs at all?
When I ask my clients this question, the most common answers are:
- I want to generate new business
- I want to win over my competitors’ customers
- I want to present my new products
- I have to be there so as not to leave the field to the competition
- I want to experience the latest industry trends
- I want to exchange ideas with industry representatives
If you use trade fairs for points 1–4, read on. Because then video marketing, and an industrial film in particular, could be a real trade fair alternative for you.
If you use trade fairs mainly for points 5 and 6, I have good news and bad news for you. The bad news: video marketing is not a trade fair alternative for you – but it is definitely a worthwhile complement!
And there are other trade fair alternatives, such as live streaming.
Trade fair alternatives – the free handbook for companies (in German)
The good news: that’s exactly why live communication won’t disappear – even if, at the time, it took a while for it to come back.
So what could you do instead at the time, so as not to stand still in marketing terms?
How an industrial film becomes a trade fair alternative
If you are one of the companies that ticked points 1–4 above, you visit trade fairs to generate more sales, make new contacts and present new products. In short:
- more attention & reach
- more information & explanation
- more customer loyalty
These are exactly the things you can use an industrial film for.
What is an industrial film? An industrial film portrays a company and its products. Industrial films are mainly (but not exclusively) made by SMEs and industry in the manufacturing sector, and usually address a B2B target group, i.e. a specialist audience.
Unlike a corporate film, the focus is less on emotions and more on factual information – although personality and likeability can and should of course be conveyed here too.
More attention
At trade fairs you generate reach. Within a few days, many thousands of people pass your stand and come into contact with your company.
An industrial film is part of video marketing and can therefore generate enormous reach – especially online. This was particularly useful at the time, when social contact was shifting more and more online.
Our free eBook (in German): “The comprehensive video marketing handbook”
Your industrial film can be used, for example, on your website and your social media channels. Videos on websites can increase search engine visibility by up to 43%.
Combined with paid search ads (SEA), you can attract thousands of visitors to your website in a very short time – and achieve a reach similar to that of a trade fair.
More information & explanation
In B2B industries in particular, many products and services need explaining. Personal customer contact at the trade fair stand or through field sales is standard here, because so much information needs precise explanation. Sales conversations often last several hours.
That’s why many of our clients opt for an industrial film. It covers the most important information, advantages and unique selling points in a very short time (usually 2–7 minutes), so that your (potential) customer starts the conversation with basic prior knowledge.
You not only save valuable time in the sales conversation, but also take advantage of the benefits of video marketing:
People retain only 10% of the information from texts, but 90% from videos
Industrial films combine the 3 aspects of “image – word – tone” and can therefore reach viewers on three different levels. They are addressed both emotionally and rationally, which makes it much easier to convey information.
Video marketing statistics – the most compelling data and facts
More customer loyalty
Another advantage of trade fairs: your employees are on site and show themselves – and therefore your company – from their best side. Motivated, competent, likeable.
You can convey exactly this competence and likeability in your industrial film: through the right choice of words, the right voice-over artist and helpful information. Combined with impressive images of your production or premises, the result is a well-rounded picture of a company whose customer you would like to be.
Your film production company helps you decide what the voice-over text, the footage and the dramaturgy need to be like for your industrial film to have the best possible effect.
How you can use the industrial film at your next trade fair
In this article you have already read about several advantages that make the industrial film a real trade fair alternative. Back then it was certainly a worthwhile investment for the years ahead – if not THE most worthwhile investment for your marketing.
But even once the economy returned to some kind of normality and exhibition halls reopened their doors, you could still use your industrial film.
Because unlike an event or a poster campaign, video marketing doesn’t belong in the “expense” category but in the “investment” category: you can use your industrial film for the long term.
Read more: What does an industrial film cost? And why is the investment worthwhile?
You can use your industrial film on your trade fair stand, for example: as an eye-catcher to draw visitors’ attention to your stand, or on a tablet to help employees start conversations and create the shared knowledge base mentioned above for a successful conversation.
Read more: Creating a trade fair film – how to make your stand a highlight
Read more: Trade fair aftermovies – how to get more out of your trade fair stand
What other trade fair alternatives you have
In this article I have presented the industrial film as a worthwhile alternative to the trade fair.
There are also several other alternatives to the trade fair. We have put together the most important ones in these articles:
- Read more: Trade fair alternatives – how to keep making sales
- Read more: How events defied the crisis – 5 tips from the Covid years
- Read more: Event live streaming – how digital events turned the crisis into an opportunity
For a quick, compact overview, I recommend our free eBooks in handy PDF format (in German):
in handy PDF format; instant download, free of charge
in handy PDF format; instant download, free of charge
free eBook: industrial film (in German)
Definition, examples, applications, costs & ROI calculator
in handy PDF format; instant download, free of charge
