The Nova Wheel trade show video seen at: http://www.youtube.com/watch?v=UC0bAieoUqA&NR is a no frills tell it like it is production. The video does not seek to impress with 3D effects, or motion graphics, or moving background music, or other captivating optical effects. It doesn’t have many views on You Tube, but it has one quality that makes one wonder if it may have been effective at the Trade Show.

This trade show video, which features the narration of Mark Haney, the sales manager for Nova Tech, seeks to tell the truth about the company product, and why its industrial drier is the best on the market. Over the course of the five minute video, Mr. Haney very thoroughly explains why his company’s product is superior to all the rivals. He does so without platitudes or generalities. Instead, with the help of the visual content he explains in specific technical language why his drier is sturdier and more efficient that then competition

Because the trade show video is not studied with eye or ear captivating effects it impresses us with the fact that the company is confident that their product will speak for itself, and, as a result, it makes Mr. Haney believable. It is patently obvious, watching this video, that people who make it to the end and pay attention, are going to be convinced that the features of the Nova Wheel described in the narration are superior to those of the competition.

The style of this video raises an interesting challenge to the trends of modern trade show marketing. A captivating video with lots of 3D effects, colorful displays, moving background music, may fill the trade booth seats, but how many of these thrill seeking conventioneers are really going to buy the product. And on the other hand, are serious shoppers, who are really considering committing their company’s money to a purchase likely to run after optical thrills, or are they more like to be impressed with the kind of real information Mr. Haney’s video has presented?

Markets find their own truth, and one has to conclude, against all reason, that trade show shoppers, no matter what their area of expertise and intelligence and corporate responsibility are actually being taken in by sensational visually enriched captivating videos. If this were not the case businesses would not be putting out the money for those type of videos. And video production companies would not be sell them.

Nevertheless, this video must plant a seed of doubt in our mind. True, the number of viewers was likely to be low. But the people who watched were likely to be 100% serious buyers. And those that got to the end were likely to be convinced that the product was serious. Stacked up against this, what percentage of viewers of modern sensational trade show videos are serious shoppers, 1 % 1/2%? And of those, what will they really think about the company when they get to the end of the content empty branding video? The proper conclusion is that the company appears to have nothing to say about itself. So from this perspective, you might think that Mr. Henley’s approach is the proper approach to selling products at the trade show.

Still, the market creates its own truth, and we are forced to conclude that if Mr. Henley’s approach were the most effective, then nearly every video company and every business are missing the point, and that conclusion is hard to swallow.

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