Why This Works

Most trade show content is often captured haphazardly by whoever is available with a phone, resulting in a pile of unusable footage and a rushed recap. By creating a simple strategy before the show, you can determine who will be captured, why, and how each clip will be used. This plan can be applied to every event throughout the year.

Who You'll Feature

  • Visiting customers and prospects. They should make up the bulk of your interview list.
  • Internal team members who are demoing or speaking.
  • External voices such as analysts, partners, and influencers in attendance.

How to Capture It

Two weeks before the show, develop a one-page strategy that includes:

  • A target list and booth schedule.
  • Three desired narratives.
  • Three deliverable formats per narrative.

Send pre-event requests to scheduled visitors using MarketScale. Provide three prompts for each visitor.

Book an onsite video production for the days you need a crew at the booth, especially for analyst and customer interviews.

Use AI Writing (Chat) to draft daily captions, follow-up emails, and recap copy on the same day each clip is captured.

For post-event analysis, conduct a roundtable in remote recording to gather the team's takeaways.

Reuse It (The 1:10 Framing)

A strategy-led event can be transformed into:

  1. A 3-minute event recap.
  2. A library of per-account follow-up clips.
  3. A sales-enablement objection-handling library.
  4. An analyst-briefing voice-of-floor reel.
  5. A pillar piece for AEO surfacing.
  6. A press-pack hook.
  7. An ABM asset targeting accounts that didn't visit.
  8. A QBR appendix for booth-visiting customers.
  9. A community-program asset for the next event.
  10. A pinned per-event playlist on your channel feed.

Bundle content by narrative into collections in Sales Team Materials. This allows sales and partners to use them in outreach.

Common Mistake

Avoid writing the strategy as a list of deliverables ("recap reel, three social cuts"). Instead, focus on outcomes ("close five accounts, compress velocity on 15"). Outcomes guide the team on which conversations are important, leading to better captures.

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