As a video production company owner, I've been hired for many different projects over the past 30 years. One job, in particular, stands out to me - it was for a manufacturer of bovine ultrasound machines for vets. The machines were unique and expensive, with a price tag of around $10,000.
The challenge was how to collect lots of raving testimonials from people, even if they didn’t own the machine. The marketing firm had a brilliant idea: a contest during the trade show! Participants could win the machine by providing a testimonial and answering questions like "How much would you like to have this machine? How would it help your business? How would you use it? Would your customers benefit from it?" This strategy provided glowing reviews about the product, even from people who had never used it before.
Over two days, we recorded about 180 testimonials. The cost per testimonial might seem expensive considering they were giving away a $10,000 machine for them. That came to around $55 per testimonial, but the value to the business was significantly higher. Not only did it provide valuable feedback on the product, but it also generated excitement and buzz around the contest. People were eager to win, especially when they knew the odds of winning weren't one in a million, but one in 180.
But that's not all. The testimonials also gave the ultrasound company enormous amounts of material for social media posts. One testimonial could provide one to three short videos, which could be shared on various platforms like Facebook, Twitter, and Instagram. This allowed the company to showcase their product and build excitement around the contest. By repurposing the testimonials in this way, they were able to create a steady stream of engaging content for their followers, which helped to increase brand awareness and attract new customers.
This strategy of capturing testimonials at trade shows is a great idea for any business. It allows potential customers to hear from others who have already used your product or service, and it generates excitement and interest. As a video production company, we've filmed testimonials for many different types of businesses, and we know how to make them look and sound great.
If you're thinking about capturing testimonials at your next trade show, here are some tips to keep in mind:
Make it easy for people to participate - provide clear instructions and a simple process.
Offer an incentive, like a prize or discount, to encourage participation.
Ask open-ended questions that allow people to provide detailed feedback.
Be prepared to film a lot of testimonials - the more you have, the better!
At Creative Images, we're experts at capturing product testimonials at trade shows and other events. We can help you develop a strategy that will generate excitement and engagement around your product or service. If you're interested in learning more about our services, please contact us today.