Elevating your event with video—from hype to highlight

Episode Overview:

In this episode of the Service Impact Podcast, host Lance Fisher and Rachel Koehler, Director of Video Production and Photography at Outside Communications, discuss how video can elevate event experiences before, during, and after they happen. The conversation dives into the strategic and creative use of video to increase event attendance, enhance in-person experiences, and generate evergreen content for ongoing marketing efforts.

Key Takeaways:

Plan video assets from the start: Even before you know your event’s theme, “save the date” content and teaser clips can build early momentum.
Invest in immersive on-site visuals: Digital banners and dynamic schedules improve attendee experience and elevate brand presence.
Design with intent: Use video to support presentations, enhance storytelling, and energize the room—not just to fill space.
Think beyond the day: Capture content that will serve marketing, training, or promotion long after the event ends.
Maximize the moment: Take advantage of your audience’s physical presence to film valuable content you’d never gather remotely.

The power of video in event marketing

When planning a large customer event, the challenge isn’t just logistics—it’s communication. Rachel Koehler breaks down how a thoughtful video strategy can engage invitees, clarify event value, and build anticipation weeks before guests arrive. From “save the date” animations to a full suite of teaser clips for social and email channels, the goal is to meet people where they are—digitally—and keep the excitement building.

Creating immersive first impressions

Walking into an event space sets the tone. Rather than relying on static signage, Rachel encourages the use of vertical video screens to display animated logos, welcome messages, and schedules. These dynamic digital elements not only modernize the look but serve functional purposes like guiding traffic, sharing day-of updates, and promoting sponsors.

By repurposing standard screens turned vertically and designing content for them, event spaces become interactive, branded environments—without breaking the bank.

Designing the show: From keynotes to award moments

Treating events like a live show enhances audience engagement. This includes walk-on music, speaker intros, hype videos, and interspersed content that supports presentations. Rachel emphasizes that video should serve a purpose: building energy, explaining complex ideas, or giving emotional weight to key moments—like a lifetime achievement award supported by a mini-documentary that captures the honoree’s journey.

Post-event: Capturing and reusing content

Video’s utility doesn’t end when the event does. Sessions can be captured for training and on-demand access. B-roll can be edited into next year’s promos. Highlight reels, thank-you clips, and social media snippets featuring speakers or attendees keep the event’s energy alive.

One of the most strategic plays? Conducting on-site interviews. It’s a cost-effective way to gather industry insights or testimonials without coordinating multiple shoots.