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I want to talk about an ineffable quality found in successful trade show videos. This quality characterizes videos which acheive effective communicate with the listener. It is inculcated into the video when the videographer recognizes that he is communicating with people like himself; reasonable human beings with human needs, human desires, human thoughts and human feelings. This quality is introduced into the video when the videographer dares to bare his own heart and acknowledge via the screen presentation that he or he as proxy for his client is a person like the people in his audience.
How is this ineffable quality expressed? To answer that question, I wish to compare the Dr. 2 shoes video found on the portfolio page of emotionpicturestudios.com http://www.emotionpicturestudios.com/portfolio with a sampling of trade show video clips presented by a video production company in California, http://video.google.com/videoplay?docid=-1839990747070661993#docid=-7483874065862199317 .
In the first video a full view narrator describes a diabetic shoe. The video addresses people who need diabetic shoes or people who sell them. It presents important facts about the shoe. Yet it also presents the facts in a way that is not pure documentary, but also imagistic and branding. Information about the shoe is alternated with motion graphics of the shoe or shoe parts, rotating on and off the screen. One important impression comes through, which is that the video knows exactly who it is targeting and it communicates directly to them.
Now look at the sampling of trade show videos clips by a California video production company. The visual quality of each video appears high. The splicing job is superb. But the film has not focus, no message, no narrator, no captions, no words in the background music, which only consists of repetitive synthesizer music. In this video, it is not clear who the target audience is and more importantly who is the communicator and what is being communicated.
The videographer who made the first video has perspective when it comes to balancing video effects and video essence. In his video, the video effects are an accoutrement to the essential human to human communication. In the second video, the video effects become the all, and the communication becomes the type of communication that takes place on a night club dance floor. There is communication on a night club dance floor, don’t get me wrong. When the room fills with music and the strobe lights and lasers and fibre optics are creating a wild light show, there are feelings communicated. But if two people in love spend lots of time at discotheques, they still have to spend other dates at the dinner table or on a quiet patio, communicating in order to make romance evolve to a decision to create a partnership.
The same principle is true with trade show videos. Before a viewer will make a decision about making a financial agreement, he needs to experience real human to human communication, which addresses his full thought, and not merely his temporary entrancement with visual or sound effects. We see that information being presented in the first video, but not in the second video.
If I had to name that special ineffable quality I would call it focus. A video needs a focal point which represents the point of human contact between videographer and viewer, which makes the viewer believe there is a real person communicating with him through the video; and therefore, the video i9s worthy of his time and attention.
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Now you can make your companies first trade show video with a company thousands of miles away, in a different state, and have the finished product,sent to your computer, in a matter of a few days. Companies skilled in making a trade show video can actually make the video and transfer it to your PC using internet technology that will allow them to make the video, without every stepping foot in your plant or offices.
You can choose a company over the Internet, conference with them, and then, thanks to devices such as the FTP client software, send all the pertinent material over the Internet
The production company will then use the material you have sent, as well as any recommendations you have made for the desired look of the product, and will compile the video product. Motion graphics, background music and other special effects will blend your material together and give it life and flow. When the video is ready you will have a chance to view it online and make any changes you wish to. When the final product is ready, the video will be sent to you digitally.
The mathematics of digital video transmission is fascinating. Professional videos typically consist of 29.97 frames per second. Each frame consists of approximately 720 x 486 separate bits of info. Additionally, each frame must be coded three times, in order to portray color properly. As a result, a typical video is coded by approximately 160,000,000 bits per second. These figures are then converted to megabytes or kilobytes.
There is one more confusing factor. The term megabytes actually used to mean 2 to the 20th power, since computer bites are coded in base 2. There are, thus, 48,576 more bites than the 1,000,000 bites that the name would suggest. Gigabytes actually refers to 2 to the 30th power, or over 20,000,000 more bites than the 1 billion bites, the name would suggest.
Thanks to the marvels of digital transmission, a high quality finished trade show video can be sent to your offices within as little as five days.
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