Phil Hunter: Events Director – KioskCom Europe

"As the centre piece of our website, the video Adjustable 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."

The Requirement
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 essential.

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 because of 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 totally discrete.”

Show Day Filming
The Adjustable team visited the site while the event was 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 a very close 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 Campaign.

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.”