The three-moments rule: before (a teaser at D-21 to fill your meeting calendar), during (a silent subtitled booth loop + verticals published the same day), after (an aftermovie within 2 weeks to extend the effect and justify next year's budget). Full package budget: $9,000 to $18,000. Ideal ordering time: 6 to 8 weeks ahead.
Why most exhibitors waste their show
The math is brutal: between booth, team and logistics, a show often costs $40,000 to $150,000, to catch visitors who give you 3 seconds in passing. Without an image package, everything rides on the luck of a conversation. Video changes the equation three times: it brings people (teaser), it stops them (booth film), it extends the effect (aftermovie).
BEFORE · the teaser that fills your calendar (D-21)
Three weeks out, publish a short film (30-45s) announcing what you will present, with one clear call: book a meeting at the booth. Send it as an email sequence to prospects and clients, pin it on LinkedIn. One meeting booked before the show is worth ten chance conversations.
DURING · the booth film is its own craft
- Silent by design: nobody hears anything on a show floor. Subtitles and on-screen text carry the message.
- Readable from 5 meters: large type, one message per sequence, logo always visible.
- A 60-120 second loop: the average visitor passes your booth in 5 seconds, the loop must hook at any moment.
- , vertical or horizontal depending on your screen: check your booth's actual panel BEFORE the shoot.
- And during the show: hot interviews and backstage published the same day, while the event hashtag is burning.
AFTER · the aftermovie that justifies next year's budget
Within two weeks, a 60-90 second aftermovie: the booth's energy, the meetings, the highlights. It works three times: social proof for prospects, nurturing content for show leads, and the internal argument for next year's budget.
A show without a film is a firework without a photo: expensive, beautiful, forgotten.
The ideal ordering timeline
| Deadline | Action |
|---|---|
| D-60 to D-45 | Brief the full package, lock messages, book the shoot |
| D-30 | Shoot the controlled footage (product, team, promises) |
| D-21 | Release the teaser + meeting-booking email sequence |
| D-7 | Deliver the booth film, test it on the booth's actual screen |
| Show days | On-site coverage: interviews, backstage, same-day verticals |
| D+10 | Deliver the aftermovie + re-engage leads with the film |
Brief the studio in 3 minutes