DAVID HOLROYD Founder of ECast Productions
British born David Holroyd has worked with video technology dating back to a time where some television output was still in black and white. He moved to Boston in 1989 where he ran the sales and marketing operations for a series of local software companies. In 2005 he changed direction by attending Boston University’s Center for Digital Imaging Arts to study digital film and go on to start eCast Video in 2006 (now ECast Productions).
Hill & Partners asked David to lend some of his expertise on video content and usage in regards to trade shows and live events:
1) What are some stand out projects that come to mind where you helped a client create compelling video content for use at their live event?
Below are some samples of videos we’ve made that was primarily purposed for a live event. The reason I chose these pieces as samples is that they tell stories that have an emotional impact on the audience, and do so by using interview material from real people. Video at live events need to both grab peoples' attention and make them react to the film's message and content.
This piece, on Genzyme’s YouTube channel, was first show at a RARE disease conference in San Francisco in a slightly different form.
This piece for the Cambridge Health Alliance was first shown at an event in Boston’s Copley Plaza Hotel in front of 600 guests.
This case study is one of many we have filmed for the Northeast Energy Efficiency Partnerships over the last seven years. They were first shown at an award event in Warwick RI.
2) How does trade show video content differ from Live Event video content? At live events the audience is expected to be engaged and focused on the event. At a trade show, they’re just passing by.
These days CEOs and other senior executives commonly use video as part of their presentations, for both internal (employee focused, like a kick-off meeting) and external (industry, customer or investor focused) events. This is where corporate video can have its greatest impact – by creating that positive emotional response to your company and brand.
3) Why would you recommend video content at Events? We live in a competitive world, and your competitors are using video at events. I was in a meeting with a client recently, where they said they needed a ‘kick ass video’ for an upcoming conference to make sure they looked like the industry leader they aimed to be.
One of our clients recently sponsored a competition at a trade show. They used video during the event to engage with their customers and potential customers over social media. We filmed the finalist in the competition during the event, and then quickly edited these short interviews and shots of the finalist interacting with the clients team at their booth and uploaded them to the clients YouTube and Facebook channels within a couple of hours. This rapid response helped create more excitement about the competition and highlighted our clients prominent role at the event.
4) How can Live Events utilize Live Video? Some of our clients with large numbers of employees in several locations use streaming video to make internal announcements, executive presentations and service rollouts. In these cases, we provide a number of camera feeds to a live mixing desk, where it is then switched with the presenter’s slides, video and the presentation audio then streamed live to the web. It is also archived and made available after the event. This kind of live event involves lots of moving parts and we always recommend a rehearsal!
5) Is a story-line necessary when it comes to video used for events? Good, high level corporate video tells a story and creates an emotional response. If your CEO is talking at a major industry conference, an opening video that positions his remarks, and gives their context, will allow him to focus his remarks on his company’s goals and mission within the context that the video has set. That video will have an arc, a storyline that moves the audience. If the head of a division is announcing the plans for the next fiscal year internally, that might need less story and more content.
More:
Read Dave's Advice on Video at Trade Shows
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Topics: From the Experts