As a manufacturer or service provider, how can you produce a brochure that presents your product to the Haunted Attraction Industry and does the marketing for you? The secret is to create a tape with a high repeat viewing value that will make viewers want to watch your video over and over again, and pass it along to others in the industry.

A video camera is an important tool

When attending the Chicago tradeshow in '98 I took along my trusty palm-corder. I was very pleased with how well received we were by the exhibitors. Many demonstrated their latest creations with enthusiasm, if not down right pride, as my palm-corder captured each company's unique look and style for posterity and later review. While recording one exhibitor's wares, I heard a voice remark "Some one should tell him cameras are banned at this show." I explained to the gentleman that I had checked up front when I came in and was told it was all right. "You might be a spy" he quipped back at me. Now, I am many things to many people, but a spy out to steal people's ideas for the sake of copying them, is not in my repertoire. I abruptly ended the conversation by stating that those who do not want their products on tape do not want any business. It is that simple.

This year when I attended the Chicago show a sign had been placed out front prohibiting cameras from the show. However, I also noticed that there where a large number of buyers who, regardless of the sign, were video taping the exhibitors products. After all, what is the difference between me video taping the products in a booth and the exhibitor handing me a full color catalog?

More buyers and consultants are discovering the obvious benefits of having products on tape! Let me fill you in on some of the not-so-obvious reasons that are mutually beneficial to the exhibitor and the buyer. Trying to be acquainted with the many companies' and their product lines is no easy task. How many times have you wanted to return to a specific booth, and not been able to find it. Here is when a video of the products comes in handy. As you pan the booth, be sure to record the company name and the booth number. This makes it easy to find them again!

The first advantage of video taping is that at the end of each day I am not carrying twenty pounds of brochures, catalogs, and other handouts, which collect in my hotel room. After five days at a show my luggage weighs more than what the airline allows for a single passenger. So, it all gets bundled up and shipped U.P.S. or express mail to my home address. Or, I hurriedly sort through the plethora of printed pages while packing, (say that fast) abandoning the bulk of it in my hotel room for the cleaning crew to dispose of. I am quite sure this is not what the exhibitors had in mind when they put out all that money for printing. If more people videotaped the show, exhibitors could spend a lot less on printed matter, which is picked up rather frivolously and later thrown away.

The trick to successfully video taping a trade show is to have a good idea of what you are looking for. The categories include:

• Items on a list that I am specifically looking for.

• Items which are novel enough to have some use in the future.

• Items I know a specific client is looking for or will be interested in.

• New items which give me an idea on the spot.

This may seem like everything, but if you have a clear, predetermined direction in your head you will not come away with useless footage of a cutesy witch with her black cat, or a ghost mobile on a motion sensor. (Which might be great if I were looking for that type of thing).

With my quest clearly defined in my heart and head, I enter the exhibit hall. When something catches my eye and I decide to tape a booth, I follow a distinct format. Do not make the mistake of taping the items in a booth at random. I start with the item that caught my interest. Then, I tape a pan of the entire booth. I then, I tape "pick-up" shots of anything else in the booth of interest. Last and most important, I tape the booth sign that has the exhibitor's name and booth number. The order is not important as long as you use the same format for each booth. The tape will be more user-friendly and easier to view when you know the "shooting script" is consistent. As the tape is viewed, a company can be looked up by name and by booth number in the Directory of Exhibitors, available at the show. Here you will find additional information like the company's address, phone/fax, web site, e-mail etc.

Not only does the tape serve as a reference for my personal use but it is a great visual aid when in conference with a client (and it looks very professional and is easy to view because of its format).

With video camera in hand, gone are the days of trying to describe to a client what I've seen, or carrying a saddlebag of catalogs and such into a meeting to pass around. Static pictures can be viewed by only one person at a time, and is not the best way to sell a client on a product. Each manufacturer has its own look, and when mixing items from several companies, videos make it easier to determine if the varying styles look good together. All sides of the item can be examined. Size, color, and subtle details all show up beautifully on video. To really sell the prop, tape peoples reactions at the show. If the effect works at the trade show, you know you have a winner.

The point of all of this is to present, to the client, a video catalog to help justify what is sometimes an exorbitant amount of money for a single item. When the items arrive, there is no disappointment or letdown. No one says, "I thought it was bigger" or "It's not what I had pictured it to be." The video makes my job easier, and is a service to the buyer and to the company whose product is being shown. Ultimately, manufacturers and service providers in the Haunted Attraction Industry will start to make their own video catalogs as a service to their buyers and to independent consultants like myself. After all, each consultant who shows your product video to a buyer is a sales representative whom you do not pay a commission! If the video is clever in its presentation it will market your business as well as display product to anyone who views it (without illegal subliminal suggestions).

WHY A VIDEO CATALOG?

One of the purposes of displaying your product on video is to make the presentation non-static. On video, which includes audio, we can take advantage of the human ability to deliver, receive, and process spoken language faster than printed material. When accompanied by fluent and meaningful visuals, information is processed even faster.

Printed photos and words not only take up physical space, they take up much of the clients' time to sort through. What takes the longest is processing the information. Few people can read a paragraph or look at a picture and instantly see the potential and possibilities of the information in front of them. The brain needs time to think about and imagine how the information, or product, can be applied to their attraction. Unfortunately many people have a hard time with this type of creative processing because it is not exercised as a part of their professional and personal daily routine.

The more time a client takes to process information the greater the possibility of them "blowing it off" because they do not want to expend the energy or do not have the time. These excuses, either real or imagined, for not trudging through the static pile of material is a major reason exhibitors at trade shows feel a sale must be closed before the potential client leaves the booth. The enthusiasm of the moment is lost once they walk away, even with a brochure or catalog in hand. Words and pictures are too limiting in presentation.

A video catalog can break through the static presentation that printed material generates and jump-start the enthusiasm a buyer had when first seeing the product at a trade show, and will do so every time they view the tape and show it to friends. A well-presented video catalog can generate interest in a product or service even if the viewer has never attended a trade show.

PRESENTATION

When displaying a product on video the camera becomes the eyes of the viewer. What the camera sees is what the viewer sees. As an example for this discussion, lets use a full head mask. Assuming the role of the viewer you have several options when taping the product. The option you use will be guided by your personal taste and the product itself:

• Present the piece from the point of view of a buyer handling the object. Here, the camera points out certain sculpted or painted features of the mask. Perhaps the skin detail or a unique way of creating the eyes is something you would come to the attention of the buyer.

2.) Present the piece from the view of the artisan. For instance, this particular mask can scrunch its nose and wiggle its ears, so we would want to demonstrate these unique characteristics. Not only what the mask does, but also how it does it, needs to be shown. The how is an important detail. You need not go so far as to explain the blue prints, but a few shots of the mechanics and an explanation of any important details is critical to influence the buyer's decision about the product! Does the mask need batteries? Is it cable-controlled? Is it animatronic? Is it a self-contained unit? Questions such as these need to be addressed. Don't hold back, it's all right to show off how clever you are at engineering.

3.) Present the piece from the view of the maintenance technician. If your piece is mechanical/animatronic in any way, it is most important to the buyer to know; does the piece have to be sent back to you for repair if there are problems, or is it possible to look in the Yellow Pages for a local shop. If so, under what headings would he look? I mention this because my clients do not like items, which are so specialized, that someone can not handle parts or repairs in their area. I must say that I adamantly agree with them!

4.) Present the view of a sales representative. Every product is unique and has some advantage or special feature. Or at least it is made to sound so. Explain not only how your product is better than comparable ones (assuming it is) but also why the buyer/client should do business with you.

5.) Present the viewpoint of product's end-user. Provide testimonials from previous clients on how well a product performs.

A same approach should not be used for every product, choose the viewpoint that is best suited to each individual item. More than one approach is appropriate for items that require complex information and/or explanation.

DISPLAYING PRODUCT

Displaying an item on videotape must be well thought out procedure. You can not expect good results by picking up the camcorder and aiming it at the prop. Practice with the camera. Look for angles that show the piece as it was intended to be seen. Coordinate the visuals with a script (If you have one.) Check your lighting, for best results only use dramatic lighting when it does not interfere with the ability to see the piece clearly.

It is difficult to obtain good results with hand held shots. Try setting the prop on a turntable and the camera on a tripod or a stationary flat surface. Using live models to present costumes and some types of masks is very effective. The viewer can then see how the piece looks when on a person. It will be easier to see how it moves and special features you care to emphasize. Taking modeling a step further, you might add footage of the costume, prop, or effect in performance. This demonstrates, for the viewer, what the piece will look like in the actual setting it was designed for and its effect on the attraction's patrons.

Keep in mind the reason for using video is to present a dynamic catalog which enhances the viewers' information processing. While you want the potential buyer to be creative, you must provide an abundance of information: the tools for them to be creative with.

SERVICE AS A PRODUCT

What if your product is a service? It is much harder to present the concept of a service rather than a physical product, especially on video. The video for a service is not so much a catalog as it is a portfolio of the company or individual. The objective is to make the client feel comfortable with the choice to hire your firm. To do so you may need to educate the client in a few of the basics of your specific field: what the standards are, what the service entails, what special education is required, and what exactly your service can offer. By answering these and other questions you are providing the information the client needs to make an informed decision. At the same time, providing information about your company and its employees, influences the emotional decision of the potential client.

The images used to "display" your service must be captivating and must stir the imagination. This includes production sketches, design plans, and models. "Before and after" shots of a space work well for lighting and set designers, custom builders, and scenic painters. Interviews with clients are an effective way to capture the subjective benefits and advantages of employing your service. Yes, clients are willing to talk about the project on tape if you let them know how important it is to you. Make it fun and non-threatening (non-intimidating) and don't point the camera directly at them, instead use an angle slightly to one side and have them talk to an interviewer who is outside the shot.

TECHNICAL SALES

Technical sales are a key part of closing a sale. The particulars of the deal must be understood clearly by the buyer. Exactly what are they getting, how soon, and for what price are the main issues. This may sound simple but many products and services have options, deluxe packages, added features, refills, attachments, and so on. All of which can become confusing to the buyer unless clearly defined at the end of the sale.

There is also the matter of how a product is serviced or maintained. This includes guarantees, warranties, service/maintenance contracts, etc. If your product is a service, explain what you offer in these areas. It can become an additional source of income.

All the aforementioned can be confusing if the product/service definition has not been made clear. The use of a video slide format along with other visual aides and audio narrative will make the sales terms easy for the buyer to process. It will help them with the final decision on which model or package meets their needs and can afford. This also keeps the customer from being disappointed when they receive their goods.

A CATALOG THAT MARKETS

A good video catalog is more than an audio/visual display of your product or service, it is a marketing tool. The video should build awareness of your company and make your product highly desirable to your targeted market. Every time a consultant (like myself) plays it for one of his clients, or a technical director shares it with one of his buddies in the field, these people are essentially doing your marketing for you. Responses to your tape, in the form of orders or inquires, also add to your marketing database.

The key is in producing a video that will be repeatedly played and passed around. To do this your video must have a high repeat viewing value. The format to achieve this is to make the video personable, interesting, informative, and entertaining. This criterion is worked into the video before, after and between the categories or products.

Personable

There are many ways to make your catalog more personable. Tell your viewers how long you have been in business. Add a history of your company and how it started. Even if it started as a hobby and grew out of your garage, people like to know how you and your fellow workers came to be in such an unusual industry. Other possibilities include introducing your artisans and having them talk about their background and development of their talents.

Interesting

Topics of interest in the Haunted Attraction Industry abound. Take your viewers on a video tour of your workshop or follow the process of conceptual design to an actualized piece in an attraction. Footage of how a piece is used in an attraction is not only interesting but also very helpful. The creativity and variation of styles and themes from other parts of the country are quite interesting.

Informative

The informative format is the most advanced of the criteria to present because skills in training, educating, and public speaking are needed. You can, however, do a good job presenting hard skills such as procedures and techniques rather than concept and theory. This workshop approach to the presentation is easier to do. Break the information into easy steps, which follow a logical progression. Keep the camera framed closely on what you are doing (usually on your hands) so the viewers can see what you are doing up close. A voice over can explain what is being shown in each step.

Mini video workshops related to your product line are a great marketing practice. Workshops like the "Care and Cleaning Of Latex Masks And Props" or "Preventative Maintenance For Animatronics" could be very informative while showing your company's level of expertise.

Not-so-common applications for common products also make good informative segments. The idea being to present new uses (thus creating a need) for products you carry which are fairly standard in the market, for instance "Making a Pop-Up Using Masks and Hands."

Deliver a presentation about your specialized field in the industry. A sort of first day on the job orientation, presented as a "101 level" class. Providing information that clears up common misconceptions about your field or your product and builds a working knowledge of it also builds the viewer's appreciation of your skills.

Passing on information is a matter of knowing your directives. Clearly define what you want the viewer to know or be able to do at the end of your presentation. You will find that in order to achieve your main objective there are certain steps that must be taken in order to carry the viewer to the final goal.

Entertaining

The entertainment value does not refer to attempts at humor, satire or the staging of a musical number. Entertainment value refers to the dynamic impact of the overall catalog composed of the elements we have touched upon; comprehensive displays, interesting demonstrations, insightful narratives, stimulating information, captivating visuals, complimentary underscores, to name a few.

The final product must have a sense of composition, a comfortable pace, and transitions that flow. If the video seems choppy in any of its elements, the viewer will feel uneasy. If it moves too slowly, the viewer will get bored. The entertainment value could be defined as the video's 'watchability.'

That's a wrap

While I hesitate to use the term, infomercial. The same dynamics are applied. Even if you replace a physical product with a service: captivating visuals, applicable information and a tempting offer (high repeat viewing value). Several impulse items priced under fifty dollars and a special offer such as a set percentage off any first time orders and a product line update/news letter throughout the year, will encourage viewers to contact you. Your ulterior motive is to build your marketing/mailing lists. You cannot expect to sell if buyers aren't seeing your product.

THE PRICE WARS

Once you have spent a considerable amount of time and money on your video catalog you will undoubtedly want to make money off it, and you will. Just how you recoup your investment is a decision you will have to weigh. You can sell your video at a pricey sum, figuring in all production costs and a tidy profit on top. You may decide to charge only the cost of the copy without production expenses and no profit added. Or you could absorb all costs of the video and pass it along to your potential buyers/clients free of charge.

Your first reaction might be to think the latter is an absolutely absurd proposal, but it is not without merit. Video catalog/workshops are used in other industries and for logical reasons. Remember that the point of this type of video is to build awareness of your company in the industry and to make your product visible to your target market. Charging an exorbitant amount for your video undermines these directives. Also, yours is not the only catalog the buyer is asked to shell out money for. They add up quickly, so the buyer sacrifices some. There is a stigma attached to charging for a catalog that many buyers take seriously. Whenever you charge a customer for your catalog you are charging them for doing business with you. Some large companies ask upwards of $20.00 for a printed catalog. This is an expense they should be charging the manufacturers they represent, (for advertising their product) not the buyers.

Some companies deduct the price of the catalog (actually, a doing business fee) from the first order. I personally won't shell out for a pricey catalog unless I know I'm going to place a large order immediately and the catalog fee will be deducted from that order. This may seem good business but in fact it is comparable to blackmail. For the price to be returned one must spend more money and the amount must be more than what one has already put out for the catalog. For each catalog a buyer purchases, the less money they have to spend on product. To sum up my feelings on the matter, a customer should not have to pay a fee to view products or do business with any company.

Realizing a video catalog is an expensive marketing tool to produce, providing the catalog at cost of the copied tape is one way to offset your financial burden. With the type of video we have discussed, which provides information in workshop or some other format along with the products, most buyers will feel the price of the copy (around $5.00) is justifiable if not a bargain! This however is not a good reason to boost the price. In some situations you might pass the video along for free, perhaps at trade shows or through a trade magazine advertisement. The idea here is to distribute your catalog to a target group, one that will not request a copy just because it's free. Targets are usually professionals in a specific field of the industry, such individuals like Attraction Owners, Consultants, Designers, and Technical Directors/Advisers. Whoever you choose, use qualifiers to define your targeted group(s).

IN CONCLUSION

Although every season new dark attractions open across the country, others close their doors for various reasons. Thus, there are a limited number of attractions available as clients to those who cater to the haunt industry. This makes every aspect of the field highly competitive. While many companies claim to be "the future of dark attractions" the business goes to those companies who's product and name are instantly associated with the dark attraction industry. The only way to gain this type of recognition is by building customer awareness of your products and company through high visibility in the market. Producing a video catalog with some of the elements we have discussed is only one part of an overall marketing campaign.

An important aspect of your videos' effectiveness is the target group you distribute it to. Independent consultants who do not represent any one company's product line are excellent contacts to have. Their service is to find, for their clients, the best products and services in price and effectiveness. Armed with your video catalog, every time they show it to one of their clients, they are doing your marketing for you. Technical Directors, Effects Coordinators, and Attraction Owners are other good target groups.

Producing your video with a high repeat viewing value, the elements of which are woven around your product display, provides the viewer with reasons to watch the tape many times over and pass it around to others. This increases your catalogs' circulation, which means higher visibility of your product line and company name. At the same time this generates new sales and clients. A special offer at the end of the catalog encourages new viewers to contact your company immediately, building your mailing/marketing lists.

Producing a video catalog can be costly. Whether or not you burden your buyers/clients with the expense is your decision, but it should be evident that charging an exorbitant amount undermines the intended marketing concepts incorporated into your catalog. However, if your company can not afford to absorb all the costs most buyers do not find it unreasonable to pay for the cost of the copy (around $5.00). Remember that the more copies of your catalog in active circulation the higher your product visibility and company name recognition becomes.

Good luck on your video catalog and get busy! March is coming fast!

Richard Martin-Leep is an independent Hauntsultant™ and Organizational/Business Communications Consultant with over thirty years experience in the entertainment and haunt industries.