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News: Associations News

Using video for brand awareness

09 August 2017   (0 Comments)
Posted by: Olivia Palmer
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Video is everywhere today. From award presentations to a live conference in Las Vegas, video has numerous applications. Louise Clarke talks to Ben Dales, Online & Media Executive at the International Association of Broadcasting Media (IABM) about using video to promote brands.

According to Ben, ‘a picture paints a thousand words, but a video paints tens of thousands of words!’ “We’re an international trade association for suppliers of broadcast and media technology so we use video to demonstrate everything we do,” says Ben.

“We are currently exploring the options of using a massive video wall at shows with spacey graphics, colours and words like ‘Networking’ written in large letters to catch the attention of delegates as they walk past.”

Part of IABM’s brand awareness challenge is to emphasise the fact that it is an international organisation. It does this by broadcasting talking heads interviews with members at events. Whether the venue is in Hollywood or Las Vegas, the videos highlight accents from different parts of the world and show that IABM’s members come from over 40 different countries and represent all nationalities. As well as communicating with its audience, interviewing members and talking about its products and services, the aim of IABM’s videos is to promote its brand. Videos have the IABM logo in the corner of the screen and cameramen wear IABM TV branded polo shirts.

When the explorer Ranulph Fiennes was the key speaker at IABM’s conference in 2015, he became a brand icon too. “We offer members free filming at shows at their booths or in our studio environment,” says Ben. “Content filmed can include industry update sessions, panel discussions, keynote lectures and interviews with key industry figures. Members can then purchase the raw footage. All our videos are relevantly tagged so that people can find the content.”


Ben shares his tips for aspiring video makers:

  • Know your audience, what do they watch and what do they do with it?
  • Make sure your videos are relevantly tagged so that they are shared on social media.
  • Get the timing right.Cover live events by video now, not in two weeks’ time.
  • How do they watch? On mobile? Can they read subtitles?
  • Make videos easy to share, do the analytics. Where do people drop off and where do they engage? 15 minutes is too long for video - do an elevator pitch; get the hook in in the first 10-15 secs.
  • Never prioritise video above everything - use other media too. Use email marketing, link people by adding links to videos, generate content, get more leads and promote your organisation.


Finally, you don’t need to be Spielberg. “If you have a computer and basic camera, or even a smartphone, as long as you are producing interesting, engaging and timely content then your videos don’t have to be professionally produced,” concludes Ben.

Video is certainly on trend and not just with YouTube. Instagram, Snapchat and Facebook Live users are all on the rise. And video is being integrated into web design as consumers expect content to be in video format and the number of ‘video’ searches starts to outnumber web searches. Lisa Collins, Head of Marketing at IABM will be speaking about ‘Understanding how you can monetise your video content and the future of video from an associations perspective’ at the Associations UK Congress in Manchester in December. For more information see www.associationsexecutive.org


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