Successful at trade fairs with video marketing

Imagine a visitor entering the exhibition hall. Surrounded by a sea of stands, displays, and brochures, and then: movement. A large-format video, flowing images, clear messages. Immediately, all eyes are on your stand. That is precisely the magic of video marketing at trade shows.

At WWM GmbH & Co. KG, we have been helping companies create eye-catching exhibition stands for many years. We know from experience that moving images are one of the most effective tools for not only attracting visitors, but also touching them emotionally and leaving a lasting impression. In this article, we would like to show you how to make the most of video marketing before, during, and after the trade fair, and how we can support you in this.

What is video marketing?

Video marketing encompasses all measures in which moving images bring your brand, products, or services to life. This can be a short social media clip, an elaborate image video, or an animated product presentation.

What makes it special is that videos appeal to both the head and the heart. They convey information quickly, clearly, and emotionally—ideal in a trade show environment where first impressions count.

While a printed poster is static, a video can convey dynamism, depth, and even interactivity. This makes it a versatile tool.

Why is video marketing worthwhile at trade shows?

Are you wondering whether it's worth the effort? We say yes—for several reasons:

1. Greater attention
   Moving images attract attention like magic—especially in an environment full of competing stimuli.
2. More emotion
   Videos create moods that are difficult to achieve with text or images alone.
3. Better comprehensibility
   Complex products or services can be explained visually in just a few seconds.
4. Greater trust
   Authentic videos, e.g., with real customer testimonials, appear credible and build rapport.
5. Maximum flexibility
   Content can be changed at short notice – even during the trade show.
6. Measurable impact
   According to a study by Tubular Insights, videos increase the willingness to buy by up to 64%.

In other words, video marketing is not a nice “extra,” but a real success factor.

How do you implement video marketing at your trade fair stand?

The secret lies not only in what you do, but also in how you do it. At WWM, we combine creative content ideas with modern LED technology to turn your stand into a multimedia stage.

Our LED video panels 

We work with modular 50×50 cm LED panels that can be integrated flush into the booth architecture. This opens up a wide range of possibilities for you:

• Classic 16:9 format for presentations and image films
• Custom formats for creative installations
• Interrupted panel layouts in which content visibly “wanders” across several surfaces – a real eye-catcher

LED Poster Plus – Compact, flexible, razor sharp

While our LED video panels impress primarily as large-scale, permanently integrated solutions, the LED Poster Plus offers a mobile and ultra-slim alternative for maximum flexibility. With a depth of just 39 mm, razor-sharp Full HD resolution, and an elegant design, you can impressively showcase your content even in limited spaces.

Your advantages:

• Flexible use – for trade fairs, roadshows, or showrooms
• Modular expandability – from single posters to large video walls
• Space-saving & mobile – easy to transport and quick to set up
  

Whether as a single eye-catcher or as part of an impressive display area, the LED Poster Plus gets your message across clearly, modernly, and attention-grabbing.

For more detailed information, please take a look at our blog post on the LED Poster Plus.

Practical examples of use

• Large-scale presentations
  Present your company in cinema format – impressive and professional.
• Storytelling with a surprise effect
  Use fabric coverings or room dividers that are excitingly staged with changing videos.
• Live content adaptation
  Our technicians can change content at any time via remote access – flexibly and stress-free.

Detailed information about our LED video walls can be found in our Whitepaper.

Case Study: MSD Animal Health at the TÄK Veterinary Congress

A project we are particularly proud of: We designed a trade fair stand for MSD Animal Health in which LED video panels were seamlessly integrated into the architecture.

Large-format product films alternated with animated sequences that ran across several deliberately interrupted panel elements. The result: a booth that immediately caught the eye, aroused visitors' curiosity, and facilitated intensive discussions.

This shows that good video marketing is more than just “playing something” – it is a deliberately planned part of the overall concept.

Before the trade fair: videos as invitations

Video marketing doesn't start when the trade fair begins. Use moving images in your preliminary communications:

• Teaser videos for social media
• Personal video invitations to existing customers
• Behind-the-scenes clips from the stand construction

This has two advantages: it increases anticipation and ensures that visitors come to your stand.

During the trade fair: Inspire visitors

• Attract: Use eye-catching, moving content that is visible even from a distance.
  
• Engage: Offer added value through vivid product presentations, customer testimonials, or animations.
• Activate: Combine video with clear calls to action (“Talk to us,” “Try our product here”).

Our tip: Don't just place one large screen, but think in terms of zones. This allows you to show different content in parallel – e.g., an image video in the reception area and tutorials in a product zone.

After the trade fair: Extend the impact

One of the biggest advantages of video content is that it lives on.

• Recap videos: Summarize your trade fair highlights and share them on LinkedIn, Instagram, or your website.
• Product videos: Bring your booth visit to life online for interested parties.
• Follow-up emails: Integrate videos to increase click-through rates and keep the conversation going.
• Lead nurturing: Supplement your campaigns with additional clips that build trust.

This allows you to leverage your investment multiple times and get more out of it in the long term.

A glimpse into the future: the fully digital exhibition stand

The trend is clear: more and more stands are relying entirely on LED screens and digital content. In the near future, it will be possible to change the theme of entire stand walls at the touch of a button – from one product line to the next, from one target group to another.

With data-based analyses, content could even be automatically adapted depending on who is standing in front of your booth. The technology for this already exists – and we at WWM are ready to implement it with you.

Our recommendation as your trade fair partner

Based on our experience, there are three success factors for effective video marketing at trade fairs:

1. Clear plan
   Define your messages and target groups in advance – this will help you avoid random content.
2. Integrated technology
   Include screens and panels in your stand design from the outset – don't add them as an afterthought.
3. Flexibility
   Rely on systems that can be quickly adapted – so you can react to surprises at the trade fair.

Conclusion: Moving images, moving visitors

Video marketing is one of the most effective tools today for attracting attention at trade shows and leaving a lasting impression. With LED video panels, creative content, and a well-thought-out strategy, you can create a booth experience that not only attracts visitors but also gets them talking.

And best of all, the content has an impact far beyond the trade show – as a social media highlight, product video, or part of your customer communication.

Are you planning your next trade show appearance?
Then let's work together to figure out how we can translate your message into moving images – attention-grabbing, emotional, and measurably successful.

Contact us now!