Video Overview
I am pleased to present my latest marketing video for Associated Independent Stores (AIS), showcasing our highly successful independent shows, known as INDX.
The INDX shows encompass ten sectors within the Fashion and Home categories, with each show typically hosting both a spring and autumn edition annually.
In the initial stages following the post-Covid resumption of the shows, our attendance figures were relatively low. To address this, I devised a concise 20-second video during the first day of each show to encourage participation on the subsequent days. Additionally, at the conclusion of each show, I created a captivating 30-second video comprising highlights from the event, specifically tailored for dissemination on various social media platforms. Approximately one week later, we released a more comprehensive highlight reel, strategically employed as a persuasive tool on our website to promote future shows.
Since those early stages, our team has expanded to include a dedicated social media specialist. This individual concentrates on promoting the shows and showcasing the latest trends throughout the event. This collaborative approach, coupled with increased investment in our team's equipment, has enabled me to devote more attention to producing compelling highlight reels and creating content that effectively drives interest in upcoming shows.
A noteworthy enhancement to our recent show videos has been the incorporation of video testimonials from AIS members, exhibitors, and other visitors. In fact, the valuable insights shared by our members often result in their individual contributions being compiled into standalone videos, prominently featured on our Members Hub.
Our process for creating show videos operates on a seasonal basis. In the weeks leading up to each season of shows, we meet to plan the visual aesthetic and focal points for our video content. We also thoroughly analyze the analytics derived from the previous set of shows, discerning which aspects resonated with our audience and identifying viewer engagement patterns. Armed with this information, we formulate a flexible creative brief, defining the individuals we wish to feature on camera and delineating the specific topics we want them to discuss.
During the shows themselves, I assume the role of a one-man film crew. This entails capturing compelling footage, identifying and approaching potential interviewees, and providing them with guidance on camera presence and effective communication techniques such as reiterating the questions within their answers. Whenever feasible, I collaborate closely with the product team to identify the most suitable individuals for on-camera appearances. It is worth mentioning that I have grown accustomed to the occasional rejection from potential interviewees.
In conclusion, the evolution of our marketing videos for the INDX shows has been marked by continuous improvements. Through thoughtful planning, engaging testimonials, and a strategic approach to content creation, we have successfully enhanced audience engagement and generated excitement for each successive show.
Members Testimonial
Part of this Members Testimonial is used in the above video, but the full clip provides value to our Members Hub.
Beds Sustainability
Alongside the Highlight reel, I was asked to coordinate with some show supplies to give their guide to making the bed industry more sustainable
INDX Sports
THis is one of the early Highlight reels I did as part of the set of three function, this being the 3rd and most indepth.
2022 Summer Camps
Outside of the 9 to 5, I volunteer a lot of my time to Scouts and Guides as a media development manager. You’ll often find me at events of all shapes and sizes providing photo and video support.
Video (left to right)
1 - Biblins Adventure camp, this is a weekend camp run by Scout District with around 120 young people taking part in exciting activities that they don’t normally do.
2 - UNITY 2022, This is a Girlguiding Staffordshire camp that saw over 1000 young girls from Staffordshire and internationals taking part in a week-long camp. During this camp I was the media team lead with a team of 5 shooting and uploading daily photos and videos.
3 - Discovery 2022 This is my Scout County big camp of 2000 young people, that happens every four years. As the county media development manager, it was down to me to photo, film and drone the weekend camp.