Why video is a powerful way to amplify your message

What to create content that keeps delivering? Video is the answer. Video can turbo-boost a sponsors' message taking it further than any written word or testimonial could ever do. What's more, video lives on well past the actual event extending the event experience before and after the event has taken place. Sponsors can use the power and emotion of video to amplify their sponsorship across various communication channels.

Here's four ways the most active sponsors are using video to amplify their message:

1. Product or service demonstrations

It depends on the actual event as to whether this is going to work for or against you. If it's a conference you're sponsoring, then it's fairly obvious that a looped video demonstration will serve you well. It works especially well if you don't have the booth space as a sponsor to otherwise demonstrate the capabilities of your product or service. Just be sure to produce a quality video that is short, light and informative. There is nothing worse than shonky video production. These videos can also be repurposed after the event or sponsorship has concluded as part of ongoing content creation.

2. Sponsor promotions

Increasingly marketing managers are realising the limitless opportunities around sponsor promotions. They're relatively easy to implement as long as you have your mechanics right. Event participants can be invited either prior to the event to audition or submit a video profile of themselves or during the event they can record their favourite experience. It's important to give the guests clear guidelines around the preferred video duration, theme and entry deadlines. Terms and Conditions will also need to be drafted and promoted. The winning video entry may be played at the actual event providing further enjoyment for event participants.

3. Video booths

The video is now taking over the photo booth at events and is a perfect way to leverage your sponsorships. If you don't have access to a video, you can still supply a green screen and post-produce a video on behalf of your participants (complete with your logo in the bottom right hand corner of course!). It's a great way to produce a keepsake for your target audience and has been a really popular sponsorship activation at the Australian Open for sponsors such as ANZ and Medibank Private.

4. Video Journalists

Another easy and cost-effective idea is to engage the services of a video journalist at your next sponsored event. Choose a key day where you expect to see the most activities and excitement and send a video journalist out into the crowd to get some grabs and shoot some fun spontaneous content. With the plethora of free video editing programs now available, it's quick and easy to cut together the best content which you can then package and promote across your various marketing channels.

Video simply provides another way of sharing content and experiences. After all, this is what the best marketers in the world are doing – they're creating unforgettable experiences that sing loud and clear to their target market. Branding these experiences is just clever marketing.