Pre-Event Video Planning: Essential Checklist for Success
Want Your Conference/Convention Event Videos to Make an Impact? Start Planning Before the Cameras Roll.
If you want your event video to do more than just document the day, early planning is everything. It’s the difference between having a forgettable recap and creating an asset your business can use for months (or even years) to come.
Here’s how pre-event video planning sets you up for success — and why it’s a smart move for any business that takes events seriously:
Video gets results: 86% of businesses already use video in their marketing. More than half say it outperforms every other content type.
Extend your reach: Capture keynote speeches, panels, and behind-the-scenes moments — and share them far beyond the venue.
Set yourself up for success: Early planning means smoother production, more intentional messaging, and content that’s aligned with your business goals.
Track what matters: Define your goals upfront so you can measure engagement, lead quality, brand lift — whatever success looks like for you.
Work as a team: Coordination with internal teams, vendors, and AV crews keeps things running like clockwork on event day.
Rehearse and troubleshoot: Don’t skip tech checks, dress rehearsals, or contingency planning — they’re your insurance against the unexpected.
Before You Hit Record: Get Clear on Your Video’s Purpose
Before the shoot, get strategic. What do you want this video to do? Build brand awareness? Generate leads? Educate prospects?
Nearly every marketing team (96%, to be exact) is already using video — but the ones who plan ahead get the biggest ROI.
Start With Strategy
Ask yourself:
Who’s the audience?
Where will they watch this in their journey — at the top of the funnel, or closer to a sale?
What’s the one thing you want them to take away?
Your answers will shape everything: the style, the script, the platform, even the post-production choices.
Here’s how different goals call for different types of video content:
Brand awareness: Show what your company stands for — use culture clips, interviews with execs, or behind-the-scenes footage.
Lead generation: Think product demos, customer testimonials, or videos with strong CTAs.
Education and trust-building: Use how-tos, explainer videos, or session replays to move prospects further down the funnel.
Sales enablement: Highlight key wins with customer success stories, product launches, or big announcements.
And don’t forget delivery. Video trends evolve fast:
Mobile-first is no longer optional — mobile video viewing has been doubling year over year.
Most social videos are watched without sound — so clear visuals and captioning are crucial.
Fatemeh Dezhban Basmenj, Digital Marketing & Content Manager at Meta, puts it perfectly:
"To align your video content with business goals, define clear objectives, select the right format and platform, optimize for SEO, track and analyze performance, and test and optimize iteratively..."
It’s not just about capturing great footage. It’s about capturing footage with purpose — and building something that works just as hard as your team does, long after the event ends.
Creating Measurable Success Metrics
Once your video aligns with your event goals, the next step is to define metrics that measure its success. Setting SMART objectives -
Specific, Measurable, Achievable, Relevant, and Time-bound - ensures your video production delivers trackable results.
Here are some key metrics to consider:
Engagement: Monitor website traffic, click-through rates, and bounce rates to see how viewers interact with your content. Social media metrics like shares, comments, and reactions also reveal how well your video resonates.
Lead generation: Track form submissions, newsletter sign-ups, and demo requests generated by video viewers. Pay attention to mentions in sales conversations and testimonials to assess the video’s contribution to revenue.
Brand perception: Use surveys and feedback forms to gauge how viewers feel about your brand after watching your content. Social media sentiment analysis can also show whether your videos are enhancing your reputation.
Content quality: Analyze watch time and retention rates to identify which parts of your video hold attention and which might need improvement. Social sharing data can highlight moments with viral potential.
Consider these stats when setting your expectations: 55% of people watch explainer videos before making a purchase decision, and 84% say they trust a company more after watching a video. These numbers show how impactful a well-crafted video can be.
Personalization also plays a huge role. 37% of consumers are more likely to purchase when content feels tailored to them. By analyzing how different audience segments engage with your videos, you can refine your strategy for future campaigns.
Finally, set up tracking systems before your event begins. Use tools like UTM codes to track web traffic, social media analytics to measure engagement, and CRM systems to connect video views with sales outcomes. The goal is to create a clear connection between your video efforts and tangible business results.
Working with Stakeholders
Once your video objectives are set, the next step is ensuring smooth collaboration with stakeholders. Effective teamwork between internal teams and external partners is essential to turn plans into on-site success. Clear communication keeps everyone on the same page and aligned with the goals, paving the way for polished, professional video content.
Involving Cross-Functional Teams
Your internal teams - like marketing, AV specialists, and event organizers - are the backbone of any successful video production effort. By involving these groups early, you can ensure your video aligns seamlessly with the broader goals of the event.
Start by creating a stakeholder map. This visual tool helps you organize team members based on their interest in and influence over the project. For instance, the marketing team might shape the messaging and branding, while AV specialists contribute the technical expertise needed for high-quality production. Event organizers, on the other hand, provide practical insights into logistics and audience management.
A solid communication plan is key to managing expectations and building trust among stakeholders. Tailor your approach to the unique needs of each team. For example, marketing might need regular updates on creative direction, while the AV team may require detailed equipment specifications and timelines. Identify how each team prefers to receive updates - whether through reports, emails, or presentations - and standardize these formats for consistency. Assign clear responsibilities, like having a project manager handle timeline updates and a creative director oversee artistic feedback.
Set up regular feedback loops to encourage open dialogue. This allows teams to clarify doubts, voice concerns, and suggest improvements. As EventHub points out, "Active communication with major stakeholders is key when gathering data and assessing the situation." Weekly check-ins during the planning phase and daily updates as the event nears can help keep everything on track.
Don’t forget to extend this structured communication approach to external vendors and venue teams to ensure everyone works cohesively.
Vendor and Venue Coordination
External vendors and venue teams are vital in bringing your video vision to life. Coordinating with them effectively ensures technical requirements are met and logistics run smoothly. Open communication channels are essential to align expectations and avoid misunderstandings.
Start by meeting with vendors and venue teams early to discuss technical needs, timelines, and logistics. Go over specific details like camera placement, power outlet locations, ceiling height, and lighting restrictions. Regular updates during the planning process help everyone stay aligned. For example, setting clear targets for camera setups or verifying audio requirements can prevent last-minute hiccups.
When working with venues, cover key details such as the event schedule, presenter information, and communication methods. For video production, confirm additional aspects like Wi-Fi bandwidth for live streaming, backup power options, and space constraints for equipment setup. These conversations ensure no detail is overlooked.
To keep everything on track, create a shared project timeline that links vendor deliverables to your video production schedule. This can help you spot potential delays - like a lighting vendor running behind schedule - and address them before they snowball into bigger issues. Regular progress meetings are invaluable for resolving such roadblocks quickly and clearly.
Technical Setup and Equipment Checklist
Once you've coordinated with stakeholders, it's time to lay down a solid technical foundation. The right equipment and thorough testing are key to avoiding any technical hiccups during your event. A detailed checklist can make all the difference.
Video and Audio Equipment Basics
Your equipment choices set the tone for the quality and professionalism of your event. Start with the essentials, then tailor your setup to fit your event’s specific needs and venue.
Audio clarity is non-negotiable. Choose microphones based on your event format: handheld mics are great for interactive sessions, lapel (lav) mics work well for hands-free keynote speakers, and headset mics provide consistent sound for active presenters. For sound systems, think about the venue size. Large spaces might need powered speakers or a full PA system, while smaller rooms can get by with basic amplification.
Visual equipment should align with your content and audience size. If your event includes slide presentations or other visuals, projectors and screens are a must. For larger events or those with a focus on branding, LED video walls can make a big impact but require more investment and setup effort. For projectors, aim for at least 5,000 lumens to ensure bright, clear images even in well-lit rooms. Use screens with a 16:9 aspect ratio and a minimum diagonal size of 100 inches for better visibility. In smaller breakout rooms, large monitors (65 inches or bigger) work well.
Lighting plays a dual role: enhancing the event’s atmosphere and improving video quality. Use stage lighting for speakers, ambient lighting to set the mood, and uplighting for branded backdrops. Cooler tones work best during presentations, while warmer tones create a welcoming vibe for networking sessions.
Pre-Event Rehearsals and Backup Planning
Put your event to the test with real participants and realistic scenarios. Rehearsals combined with backup plans are your safety net, ensuring things run smoothly - even when the unexpected happens. Once your equipment has been thoroughly tested, rehearsals take it a step further by verifying everything under real-world conditions.
"Rehearsals are your best defense against technical mishaps and miscues. This is the time to test audio-visual equipment, lighting, and any other technical aspects of your event. It's better to troubleshoot issues before the attendees arrive rather than scrambling to fix problems in real-time." - Plannerwire
These practice runs build on your setup, making sure you're fully prepared for the live event.
Scheduling Rehearsals
Rehearsals are like an insurance policy against event-day surprises. To make them effective, you need the right people, timing, and structure. Plan for a virtual run-of-show, a technical walk-through, and a full dress rehearsal to catch and fix any issues early.
Involve key players like the event organizer, virtual production team, emcee or host, presenters, and even a sample audience. Schedule these rehearsals strategically, leaving enough time for adjustments. Walk through the entire event from start to finish, paying attention to segments that might need extra fine-tuning. Have the emcee go over details with each presenter to ensure timing stays on track. For hybrid events, practice engaging both in-person and virtual audiences, and coach presenters on using microphones and cameras effectively.
Keep a record of timing issues, technical glitches, and feedback during rehearsals. This documentation will guide your final adjustments and help you refine your backup plans. Once rehearsals confirm everything is in place, shift your focus to preparing for the unexpected.
Creating Backup Plans
No matter how thorough your rehearsals are, surprises can still happen. That’s where backup plans come in. Start by identifying possible risks - like bad weather, technical failures, vendor issues, low attendance, health concerns, or power outages. For video production, consider challenges like equipment malfunctions, poor internet, presenter no-shows, or streaming platform problems.
Create a clear contingency plan for each scenario. This could mean having backup equipment ready, on-site technicians available, alternative internet connections in place, or pre-recorded content on hand. Allocate a small contingency fund for unexpected expenses and establish clear communication channels - like messaging apps or email groups - so your team stays informed when a backup plan is activated. Assign specific roles to team members for emergencies, whether it’s managing technical support, coordinating with presenters, or updating the audience. Work closely with your technical and production teams to ensure a quick response.
"The nature of the events industry is you get one shot, so make it count." - Clarity Experiences
Document your backup procedures with step-by-step instructions. Include contact details for vendors, equipment locations, and a clear decision-making hierarchy. For high-stakes events, consider event insurance to cover cancellations, liabilities, or damages. Backup planning isn’t just about having a Plan B - it’s about creating a culture of readiness within your team, so you can handle surprises with confidence and professionalism.
Conclusion: Key Steps for Successful Pre-Event Video Planning
Creating impactful pre-event video content boils down to five essential steps that turn event coverage into a strategic advantage. By following these steps, you can develop videos that deliver measurable results while aligning seamlessly with your overall event goals.
Start by setting clear objectives and measurable KPIs that tie directly to your business priorities. This goes beyond simply recording footage - it’s about crafting content with a purpose, whether that’s lead generation, employee training, or boosting brand visibility. According to research, organizations with robust distribution strategies achieve 4-5 times higher engagement with event content compared to those with minimal planning.
Next, coordinate with all stakeholders to ensure smooth execution. This means developing speaker guidelines, scheduling rehearsals, and establishing clear communication channels. From your technical crew to presenters and venue staff, every team member plays a pivotal role in achieving a polished final product.
Technical preparation is another cornerstone of success. Conduct thorough equipment checks, scout the venue for the best camera angles, and test audio quality in different spots. A detailed shot list is invaluable, outlining key moments, interviews, and visuals that align with your event’s objectives.
The fourth step is rehearsals and backup planning. Running through the event timeline helps identify potential issues before they arise. Test your equipment in real-world conditions and prepare for common challenges, such as technical glitches or last-minute presenter changes. Document step-by-step backup procedures and assign emergency roles to team members to handle unexpected situations.
Lastly, streamline post-production by organizing footage with media management tools. Tag and catalog clips to simplify editing, and plan how to tailor content for various platforms. Short social media snippets, full-length presentations, and training modules all serve distinct audiences and goals.
Investing time in these pre-event planning steps ensures that every aspect - from camera placement to contingency plans - contributes to creating video content that supports your business objectives. Thoughtful preparation transforms your event videos into valuable assets that drive results.
FAQs
How can I make sure my event video supports my company's business goals?
To make sure your event video aligns with your company's business goals, start by pinpointing exactly what you want to achieve. Is the goal to increase brand awareness, connect with key stakeholders, or boost sales? Work closely with your team to define these objectives and ensure the video reflects your company’s core messaging and priorities.
Next, create a focused content strategy that details how the video will help you meet these goals. Think about your target audience, the platforms where the video will be shared, and how it will encourage interaction. Be open to feedback throughout the process, and use performance data to adjust your strategy as needed, keeping everything aligned with your business goals.
How can I evaluate the success of my event videos?
To measure how effective your event videos are, keep an eye on important metrics like view count, engagement rate, social shares, and conversion rates. These numbers give you a clear picture of how your video connects with your audience and supports your event objectives.
You can also collect feedback through post-event surveys and review audience retention rates to see how long viewers stick around. This information offers helpful clues about what hit the mark and what might need tweaking for your next event.
How can I effectively coordinate with stakeholders and vendors to ensure smooth video production for my event?
To make sure your event's video production runs smoothly, begin by pinpointing all the key players - stakeholders, vendors, and anyone else involved in the process. Create a clear communication plan that spells out everyone's roles, responsibilities, and deadlines. Keep everyone in the loop with regular updates, and tackle any changes or issues as soon as they arise to keep the team on the same page.
Leverage tools like project management software or messaging apps to simplify collaboration and make sharing updates effortless. Encourage open dialogue to address concerns early and spark creative solutions. With strong coordination, you'll lay the groundwork for a seamless and successful event video production.
