A reveal lasts a few minutes and happens exactly once. This guide shows how to pick the moment, build a four-phase running order, avoid the usual technical slips and make sure photo and video capture the moment properly.
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Timing decides who sees your launch. On the first day of a show, press and trade visitors are often at their most attentive, but you are also competing with every other new product in the hall. A later day is calmer and gets less coverage. There is no universal answer, but a few questions help:
That last point matters for international exhibitors. If your market is several time zones away, a reveal at 11:00 in Germany means photos can be online by the time your home office starts its day. A late morning slot also means the hall is full, the first round of meetings is over, and there is enough time left to publish photos and a first clip before evening. Details on press days and the supporting programme are in the organiser's exhibitor documents.
A launch on your stand (booth) is not a stage show, but it does need a clear structure. Allow ten to twenty minutes for the whole moment. Few people will stand in an aisle for longer.
Put the running order on a single page with times and names, and give it to the stand team, technician, photographer and videographer. How to plan the whole show day around fixed points like this is covered in our photo and video schedule for show day.
Most launch mishaps are technical, and most are avoidable. Walk through these points on build-up day:
A short rehearsal with everyone involved, ideally the evening before or before the hall opens, saves a lot of stress on the day.
The reveal cannot be repeated, so photo and video should be covered by separate people. One person cannot film and photograph at the same time without compromising one of the two. For launches at Pixer we work with a photographer and a videographer who agree their positions beforehand.
For video, a short statement straight after the launch works well while the energy is still there. Two or three questions are enough. Our guide to on-stand interviews covers which questions get usable answers, and interviews can be recorded and subtitled in English, German, Arabic or Persian.
A launch creates attention for a few hours. Use that window, and decide in advance who publishes what and when:
We usually deliver the first photos the same day and the full material within 24 hours after the show ends, so you can brief distributors abroad before you fly home. For the press side, see which photos editors actually use.
Check the press day, hall programme and your guests. A late morning slot leaves time to publish the same day.
Announcement, reveal, demonstration, conversations. The whole moment takes ten to twenty minutes.
Test cloth, spotlight, microphone and screen on build-up day, and run one rehearsal with everyone.
The reveal happens once. Two people with agreed positions capture it reliably.
First photos the same day, highlight video and press release within 24 hours.
For photos, yes. If you also want video of the reveal, book a photographer and a videographer. The moment cannot be repeated, and one person cannot cover both equally well.
Two to three minutes. Guests are standing in the aisle or on the stand, often holding a bag and a coffee. The product should be the focus, not the speech.
That is up to the organiser. Volume limits and times for amplified sound are in the exhibitor manual. If in doubt, ask the exhibitor service team.
We usually deliver the first photos the same day so you can post them that evening. The full material including video follows within 24 hours after the show ends.
If the launch is your only fixed point, Professional with four hours is often enough. If you want the full day covered with interviews and a 90-second film, Full Day is the better fit.
Companies outside the EU are invoiced without German VAT. EU companies are invoiced under reverse charge with a valid VAT ID.
Planning a launch at a German show? Tell us the fair, your stand number and the time of the reveal, and we will propose camera positions, a shot list and a delivery plan.
We reply within 24 hours. During a show week, WhatsApp is fastest.
