Conference News chat to Finley Sampson , video production manager , Mash Productions , about the role of video content for organisers

ontent is king is the old saying but in an increasing digital world , the head that wears the crown is getting increasingly heavy . Organisers must find a way to create engaging pieces of content that demonstrate the delegate experience and highlight the ‘ feeling ’ of being on site at an event .

To find out more about the increasing importance of content and how video content is moving the needle , Conference News spoke to Finley Sampson , video production manager , Mash Productions .

Callum Goodey

“ Everyone consumes video every day … it ' s the best marketing tool you ' ve got for your next show .“

Collaboration is key Video is often a key pillar in the content strategy onsite at conferences , however there is such scope to expand its uses beyond the event .

Sampson stresses the importance of utilising video content for future success , he said : “ Everyone consumes video every day , but sometimes organisers can view that side of things as ‘ just a highlight video ’. But it ’ s more than that . It ’ s the best marketing tool you ’ ve got for your next show .”

As with any organiser supplier relationship , transparently working with one another is often the key to unlocking the potential of any partnership . Sampson emphasises that a clear objective from organisers to video production teams can be the difference between good and great content . He said : “ I ’ d advise preshow meetings , to communicate

Finley Sampson

everything you want . Do you want statistics on your screen saying how many attendees are on site ? Do you want graphics , or quotes for people who have hearing needs ?

“ Organisers also need to think about the interview questions . Sometimes interview questions can be very basic , so it is up to the video production company and the organisers to collaborate and establish the goal of video content early . What message do you want your video to convey ? Who are we appealing to ? You should always orientate the video towards your key demographic from the offset .”

What ’ s next ? Video , as with any technology , is a rapidly evolving market . Organisers and production companies need to be abreast of the capabilities available .

Sampson highlighted AI as an area in which Mash Productions is investing . He said : “ I think those who don ’ t embrace it now will unfortunately get left behind because it ’ s not going away . We do a lot of our audio editing using AI .

“ I think the future of video production is being more open with working with new tools that are being released , they ’ re coming fast , production companies need to stay on top of them . Because suddenly your video starts to look dated and another video production company will use new tools better than you to get the content out faster .” CN