KioskCom Europe Case Study

KioskCom Europe

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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. IT exhibitors in particular are looking for innovations that utilize new media platforms. So when an internationally renowned brand needed relaunching in the UK, KioskCom needed a multimedia solution that would be integral to their marketing campaign.

After a consultation meeting, KioskCom Europe commissioned Adjustable to produce a video production for their follow up campaign to their 2006 KioskCom Europe event. Following a hugely successful show, the production is now being used as part of an ongoing integrated marketing campaign.

Background to KioskCom Europe
The KioskCom brand had a historic presence in the UK. The 2006 KioskCom Europe event marked the relaunch of the show under new ownership and coincided with an exciting period of growth in the UK Kiosk and self-service industry. 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.

Capturing the Event
Phil Hunter comments, “We made the decision to meet with Adjustable because of their focus on our business and marketing requirements. They didn’t 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. They were eager for feedback at all stages of production, the communication was very strong. It was like having our own video production team within our business.”

During the meeting between Phil and the Adjustable production team, it was decided that a video of about 3 minutes would ideal for the KioskCom Europe website. The meeting focused on the best way to capture the essence of the show, and produced a list of key shots of certain areas, features, individuals and brands and exhibitors the team would collect.

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
One of the key concerns on the shooting day was for the Adjustable team’s presence to have a minimal impact on the actual show. All of the actions were geared to cause little fuss. The day before the shoot, the team visited the site 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 low profile equipment, abandoning altogether large video production equipment, such as clunky microphone booms and tripods. The Assistant Director managed the team to ensure we did not affect the considerable flow of traffic around the event.

Towards the end of the shoot, the Adjustable team worked in cooperation with the show’s PR agency, to gather client testimonial footage from key exhibitors that fitted KioskCom Europe’s marketing requirements and ensured parity between the marketing literature and the final production’s content.

“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, with minimal inconvenience to those who were interviewed.”

Phil continues, “A key requirement for Adjustable was to capture that enhanced 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 KioskCom Europe. Key to this was a review of unedited interview footage assessed early in the production process. This involved both Adjustable and the KioskCom Europe management team, allowing decisions to be made regarding exactly what elements would fit the overall marketing message. This was followed up by a further process of review and development that produced the exact structure for the interviews in the final production. Further regular communication ensured approval was gained from KioskCom Europe when key decisions in each stage of production were made.

Post-production was kept to a schedule which allowed the video to form part of the KioskCom Europe event follow up campaign. Placed prominently on the front page of the KioskCom Europe website, it provides a high impact central focus.

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.”

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 made an employed such an impactful and effective marketing tool."

View the final production in context at: www.KioskComEurope.co.uk