Phil Hunter: Events Director – KioskCom
"As the centre piece of our website, the video
created allows us to give potential visitors and exhibitors a first
hand taster of what our show is actually like, as soon as they visit
our site. The feedback from our clients has been overwhelmingly
positive. They are clearly impressed with the quality of the video and
that we have employed such a high impact marketing tool."
Marketing an exhibition is becoming a more competitive challenge.
Exhibitors are becoming more demanding and expect a greater return on
every marketing pound spent. So when an internationally renowned brand
needed relaunching in the UK, KioskCom looked for a multimedia solution
that would be integral to their marketing campaign.
The KioskCom brand had an established presence in the UK. Phil
Hunter, Event Director, wanted an innovative element to his high
profile marketing campaign that would make a huge impact. As an
experienced events organiser, he knew that the event itself can only
happen once, and capturing as much of its success on the day itself was
After a consultation meeting, KioskCom Europe commissioned Adjustable
to produce a video production for the campaign for the 2007 KioskCom
Europe event. Following a hugely successful show, the production is now
being used as part of an ongoing marketing campaign.
Capturing the Event
Phil Hunter comments, “We chose Adjustable
their focus on our business and marketing requirements. They did not
talk in technical prose, they put everything in layman’s terms. This
made it easy for us to put across what we wanted in the video. They
translated our requirements into an end product with a character that
matched our corporate identity.”
During the meeting between Phil and the Adjustable production team, it
was decided that a video of about three minutes would be ideal for the
KioskCom Europe website. They discussed the best way to capture the
essence of the show, and produced a list of features, individuals,
brands and exhibitors the video would need to capture.
Phil further adds, “After the meeting we really felt that the
Adjustable team had taken on board all of the things we wanted, as well
as our concerns around the impression a video production crew would
have on our clients and visitors. This was reflected in their conduct
on the day of the shoot. It was like they were not there, they were
Show Day Filming
The Adjustable team visited the site while the
being set up in order to perform a risk assessment and carefully plan
key shots. On the day of the actual shoot the crew consisted of three
people and a bare minimum of the latest low profile equipment. The
Assistant Director carefully managed the team to ensure the
considerable flow of visitors around the event was not affected.
The Adjustable team also worked in cooperation with the show’s PR
agency, to gather client testimonial footage from key exhibitors that
fitted KioskCom Europe’s marketing requirements.
“We were really impressed with how Adjustable plugged into our PR
agency” comments Phil. “They worked very closely with our PR Manager in
planning and conducting interviews with all of our key exhibitors, to
ensure the right content was collected.”
Phil continues, “A key requirement for Adjustable was to capture the
wider message of the self-service industry, and of the KioskCom Europe
show itself. It was fantastic that Adjustable were flexible to
incorporate this, to ensure consistent marketing message across all of
our show collateral”.
Post-Production and Delivery
During post-production, Adjustable maintained
relationship with their client. The KioskCom Europe management team
reviewed unedited interview footage and highlighted the parts of the
testimony that best fitted their overall marketing message. This was
followed up by a further process of review and development that refined
and tailored the content of the video to the client's requirements.
Placed prominently on the front page of the KioskCom Europe website, it
provides a high impact central focus for the Kioskcom Europe 2007
Phil adds, “The KioskCom Europe 2006 event was certainly a great
success for the whole of my event team. We are already planning our
forthcoming show and are very pleased to already have the key marketing
tools in place in order to implement our ongoing campaign efforts.
Adjustable have been successful in bringing alive the spirit of the
show, with a video that allows future visitors and exhibitors the
chance to understand the importance of KioskCom Europe as the key event
for the self-service industry.”