I’m in Houston covering Helicopter Association International’s Heli-Expo 2010 for Aviation International News, or AIN. (Imagine a convention center full of helicopters and pilots!)
AIN is the premiere trade publication that has been publishing print show dailies for thirty years. The organization is now committed to the future by adding a video element. We produce AINtv – news headlines from air shows around the world.
The videos are posted on www.AINtv.com and emailed to their readers—adding a whole new dimension to their coverage.
The advertisers seem to like it as well. Eurocopter is the sponsor of AINtv here at Heli-Expo and their commercials are embedded into the news headline segments. When the videos are emailed to the entire AIN database— Eurocopter can deliver their message far beyond the number of people who walk by their booth.
It’s something that I believe all associations and trade publications should be considering. Video is greener than print, and more immediate. The videos can be posted within hours of the event—instead of having to be sent to a printer overnight.
The creation of AINtv has positioned Aviation International News as a leader in the aviation industry. Who will be the leader in your industry??
I absolutely agree with your position. This is becoming more and more important because of the web information overload. You can say a lot more in a 2 minutes video than you can absorb while reading for 2 minutes.
ReplyDeleteI think the key is not just to produce the video, but to distribute it efficiently. The use of social media (see http://ludozone.net) and search engine optimization techniques is key to take full advantage of your video work.
I also think there should be several grades of trade show videos:
- quick and dirty: small snapshots that complement a blog post, behind the scene action, etc...
- end-of-day wrap-up: these could be the most viewed videos because it gives you all you need in a small convenient package. (I like what AINtv is doing here)
- feature pieces: longer interviews, more in-depth investigative reporting. These videos must be well produced as they will not be seen as freqently, but are targeted at a high-end audience. They can probably be marketed differently (an actual TV show or PodCast?)
Anyways, keep up the good work!