If a picture is worth a thousand words just think how much a video could be worth to non-profit event promotion?
Video has become a powerful tool in promoting a nonprofit’s next fundraising event. According to a survey conducted by Wordstream, 87% of online marketers are now using video content and 92% of mobile video viewers share videos with others, proving that video is now playing a significant role in online marketing and non-profit event promotion. With the visuals, audio and the ability to share the experience through extended networks, this promotional tool has the ability to reach more potential attendees at a faster rate and with a more impactful message than traditional marketing alone.
Creating an effective video to advertise your event can add another irresistible layer to your promotion strategy. Here is our best advice for producing a successful event video.
Plan Now for Next Year
Producing an authentic looking video requires shooting moments that have been taken at the event, so it’s important to plan for next year’s video now. In your planning session include a discussion about what you want to promote next year and use this year as a way to capture and archive the footage for a future event.
There are opportunities for great video everywhere and with cell phones always at the ready it’s easier than ever to capture great shots. Have your team ready to spot those key moments on their cell phones, tablets, and cameras, placing them at strategic points around the venue, in front of exhibits, and in the rooms where the most important action will occur. Provide them with a few pointers on camera angles, lighting and proper etiquette when working with your guests.
Key Shots
There are five must-have shots to capture for a well-balanced promotional video. They are meant to provide both the overall feel of the event and special intimate moments experienced by the guests.
- A wide view of the main space. Show the fun, inviting atmosphere you’ve created for the event. Use a GoPro camera to film this shot. Hold it as high as possible to get a good wide-angle shot without obstruction.
- A time-lapse shot. This will show that your event is full of people who are engaged in the activities. Set up a camera in a high traffic area where with plenty of action to get the best shot.
- The keynote speakers with their attentive audience. There are several different options for this shot. To capture a dramatic shot use a handheld camera that can move from the back of the room to the stage or one with a lens that allows you to change from a wide shot to zeroing in on your speaker.
Another option is to place the camera behind the stage to put the focus on the audience. Whichever way you choose to shoot it you should include both the speaker and the audience in the shot for an accurate depiction of what is occurring.
- Fun attendee moments. People want to be with people who know how to have a good time. This is exactly why you will want to include a few moments of people engaged in conversation, exploring exhibits, and participating in program events. Track attendees that are naturally animated with their looks and gestures and find them at key moments during the event to capture the emotion of your program’s highlights.
- The creative shot. Bring out your inner director with an over the top video clip. Attach a camera to a table on wheels and push it through the venue, then during a post-production you can speed up the video for a fast perspective on the event.
Include an adventurous feel to an outdoor video by with a shot captured by a drone. Fly it through the main entrance to mimic the attendees view or, if a drone doesn’t fit your budget you could easily mount a camera on a car and drive up to the venue in a time-lapse shot.
Know What You’ll Be Getting
They say that proper preparation prevents poor results and when you’ve only got one chance to get the perfect shot it’s important that your plans are well tested and ready to go at filming. Run through scenarios that will give you the angles you need and have various strategies ready to move through the crowd to capture just the right shot. Consider a storyboard for a comprehensive story and consider these points to get the best pre-production results:
- What is the “voice” of your video? Do you want to convey the seriousness of your mission or do you want to demonstrate the fun guests have at your event? Maybe a mix? It’s ok to get a variety of shots to work with but it’s a good idea to go into the event with a good sense of what you want to get out of it.
- Are there special considerations for moving around the venue? Maybe your team will need all-access badges to film in backstage spots. Your venue may even require that you to get their approval to shoot in specific rooms or special insurance if the shots are in high-risk areas.
- What audio aspects do you want for your video? You could choose background music or the natural sound of the venue. Voice-overs or a short interview might be needed if information needs to be provided to get your message out, and a mix of all these certainly makes an interesting video.
Look Outside Your Team for More Shots
Don’t panic if you’re starting from scratch. Your video archive can include contributions from past exhibitors and sponsors. Ask for video clips that can help you define the theme of your video or tell the story of what attendees can expect of the program. They may even have video one of your past events that shows your branding in the background. If not, you may be able to work around prominent signage in post-production and editing to turn the clip into your organization’s compelling story.
A Final Thought
Viewer engagement drops off significantly after three minutes, so it’s important to get to the point early in your video. Make sure your call to action is up front. This will help get your message across to viewers and help to keep your budget intact while getting a bigger bang for your buck.
