Trade shows have long been a great option for businesses looking to increase their brand awareness, boost sales, create partnerships and more! Many businesses often set aside a budget each year for this kind of activity, but with it being such a popular means of marketing, exhibitors face major challenges in capturing and maintaining visitor attention in spaces where often hundreds of companies are vying for the same prospects. While traditional signage now struggles to make an impact, video walls for events and tradeshows are now emerging as a great option to not only attract attention but also deliver measurable returns on investment through enhanced engagement and lead generation.
In this blog post, we’ll be sharing the power that a trade show video wall can have in commanding attention, tips for maximising impact, measuring ROI, as well as looking at a video wall success story.
The Power of Video Walls in All Settings
Naturally, as humans, we are drawn to movement and light, making video walls an incredibly effective means of capturing attention, especially in loud exhibition halls filled with hundreds or even thousands of people.
These large-format video walls are the big players in digital signage, which use several psychological principles to make them impossible to ignore.
These include:
- Scale: Video walls capture attention through their size and presence. A well-positioned video wall can be seen from a distance, effectively expanding your exhibition stands attention zone far beyond its physical boundaries.
- Motion: The human eye is evolutionarily programmed to notice movement, and video walls capitalise on this instinct. Dynamic content draws visitors away from static competitors. This “peripheral vision effect” means your video wall is working to attract attention even when visitors aren’t directly looking at your booth.
- Brightness: Modern LED video walls produce high levels of brightness, making them visible even in harsh indoor lighting. This allows you to ensure that content remains vibrant and eye-catching throughout the show’s duration, while traditional printed signage tends to appear washed out under venue lighting.
How to Deliver Dynamic Content That Resonates with Your Trade Show Audience
Modular video walls excel at delivering layered, sophisticated content that adapts to different audiences and situations throughout a trade show day. This dynamic capability transforms a single display into multiple marketing tools.
Multi-layered Messaging Strategy
Effective video wall content operates on multiple levels simultaneously. The background attracts attention with bold visuals and brand elements, while foreground content delivers specific product information or calls-to-action. This layered approach ensures your message works for both casual passersby and engaged prospects examining your offering closely.
Real-Time Messaging
Unlike static displays, video walls can respond to changing conditions throughout the show. Content can be updated to highlight different products for morning versus afternoon audiences, and showcase live social media mentions.
Another advantage of digital event display solutions is that you can also adapt your content based on conversations you are having with people at the event. As you interact with attendees and identify recurring pain points or challenges, you can instantly update your signage to address these common concerns. This responsive approach ensures your messaging stays relevant and resonates with your actual audience, rather than relying on pre-event assumptions about what matters most to attendees.
Top Tips for Maximising Impact
Getting the most from your video wall investment requires planning that goes far beyond the installation of a large screen. Here are a few top tips to help maximise impact.
Create a content strategy for Maximum Engagement
Start with a clear understanding of your audience’s journey through your trade show stand. Position attention-grabbing content at eye level for visitors approaching from the main aisles, while placing detailed product information at heights and angles that reward closer examination.
Create content loops that tell complete stories in 30-60 second cycles, ensuring visitors who spend different amounts of time at your booth receive complete messages.
Ensure that your most important message is shared within the first three seconds, with additional details layered after for visitors who stay longer. This ensures maximum impact for brief encounters while rewarding extended engagement.
For more details on creating a video wall content strategy, click here.
Technical Optimisation
Calibrate your video wall’s brightness and contrast for the specific lighting conditions of your venue. Many exhibitors make the mistake of using default settings that work well in showrooms but fail under harsh exhibition lighting.
Plan your content resolution to match your video wall’s capabilities. Upscaling lower-resolution content often results in pixelated displays that diminish professional impact, while content that exceeds your display’s capabilities wastes resources without improving visual quality.
Also, if purchasing a video wall specifically for trade shows, make sure to purchase the correct size and with the appropriate pixel pitch. Pixel pitch is a vital consideration when choosing an LED screen. It affects the image quality and the ideal viewing distance for your display.
To help you understand pixel pitch further, click here.
Training Staff
Train your exhibition booth staff to work alongside your video wall rather than competing with it. Teach them to recognise when visitors are engaged with video content and to approach during natural transition points rather than interrupting immersive moments.
Help them to use your video wall to support sales conversations by displaying relevant product demonstrations, customer case studies, or technical specifications that reinforce your team’s presentations.
Boosting ROI: Measurable Returns on Your Video Wall Investments at Trade Shows
Video walls can deliver large, immediate, quantifiable returns, which we’ll go into below, but it is also worth remembering that video wall content can be repurposed across websites, social media, and sales presentations, multiplying your ROI. As you deploy the video wall across multiple events, your investment continues to pay dividends over time.
Immediate Trade Show Video Wall ROI Metrics
- Lead Generation: Trade shows typically offer a four-to-one ROI ratio, and LED displays can boost business by at least 15%. The key is that video walls don’t just generate more leads, they generate better leads, as the immersive experience pre-qualifies visitors who are genuinely interested in your solutions.
- Trade Show Stand Traffic: Although it is difficult to put an exact number on booth traffic increases, video walls offer a more engaging and creative approach to trade shows, and they boost traffic to your stand. But more importantly, they improve traffic quality.
- Cost-Per-Lead: While video walls require a higher upfront investment, the increased lead volume and quality typically improve. This improvement comes from both higher conversion rates and the elimination of unqualified prospects who aren’t drawn to your specific value proposition.
Success Story: Video Walls in Action
Adobe’s Creative Suite Booth at NAB 2023
Adobe’s Creative Suite booth at NAB 2023 demonstrated perfect video wall and staff coordination. Their bright LED wall displayed customer creations to draw people into the stand, while booth staff used tablets connected to dive deeper into specific features. This integrated approach resulted in longer sales conversations and higher conversion rates from booth visit to product trial signup.
You can watch a full video of the stand below.
Are You Looking to Invest in a Video Wall for an Upcoming Exhibition?
In an increasingly crowded trade show environment, video walls have evolved from nice-to-have amenities to the perfect tool to ensure exhibitor success. The question for companies isn’t whether video walls can improve their trade show performance; it’s how quickly they can implement this proven technology to gain a competitive advantage in their market.
Ready to improve your lead generation at trade shows?
Get in touch and we’ll help you find the best video wall solution for your business.
LamasaTech is a leader in digital display technology. We support customers across a range of industries, including retail, military and defence, government and public sector, technology, hospitality and education!
