A trade fair gives you material for weeks if the plan is in place. This guide covers what to announce before the show, what a rhythm for each show day looks like, and how to spread the material afterwards, at home and abroad.
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During show week nobody has time to think about content. The stand team is in meetings, marketing is organising, management is seeing partners. Whatever is not planned beforehand usually does not happen, or it happens two weeks later.
A content plan answers three questions: what goes out when, on which channel, and where does the material come from? The third question is the one that gets forgotten. A post saying "Day 2 on our stand" needs a photo from day 2, and that needs someone to take it, select it and hand it over. The plan is therefore also the basis of your brief for the photographer and videographer.
For international exhibitors the plan has one more job: it connects the team in Germany with the people at home. Head office, local sales teams and distributors can post at the same time, in their own languages, if they know what is coming and when. A simple table with date, channel, content, material and owner is enough, as long as everyone works from the same version.
| When | Content | Material |
|---|---|---|
| 4 weeks before | Announce your participation: show, dates, hall, stand number | Graphic or a photo from your last show |
| 3 weeks before | Invite contacts to book a meeting on the stand | Portrait of the contact person |
| 2 weeks before | Tease the new product without showing everything | Detail shot or short clip |
| 1 week before | Introduce the team who will be on the stand | Team photos |
| Build-up day | Behind the scenes | Photo or clip of the build-up |
The timings are guidelines. What matters is the order: inform first, then invite, then make people curious. Use material from your last show if you have it. If you do not, that is a good reason to plan pictures for next year this time. The build-up day is also a good moment for calm shots of the finished stand (booth) before the crowds arrive.
A fixed daily rhythm takes decisions off your plate. For example:
Give each day a theme so posts do not repeat: day one the stand and team, day two the product, day three conversations and partners, the last day a thank-you. For a two-day show, combine; for a five-day show, add the stage, interviews or background stories.
If your home market is several hours ahead or behind, schedule the main post for the morning there rather than the evening in Germany. For the rhythm to hold, pictures must arrive on time and approvals must be quick. How that works is covered in publishing show content within 24 hours.
| When | Content |
|---|---|
| 1–2 days after | Thank-you to visitors with team photo and 30-second highlight video |
| Week 1 | Follow-up to contacts, with a photo of the stand or the conversation |
| Week 2 | Longer trade fair film, blog article or newsletter |
| Weeks 3–4 | Interview excerpts and individual product clips |
| Weeks 5–6 | Talk or stage appearance, a look back with a look ahead to the next show |
After six weeks the material is not used up. Good pictures carry you to the next show: in sales decks, on your website, in job ads, and in the kit you send to distributors. Ideas are collected in 12 ways to use your trade fair photos.
Not every channel needs every motif. Two channels done well beat five done half-heartedly.
The plan decides what gets shot on the stand. Copy every line that needs show-day material into the shot list for your photographer and videographer: team photo on the morning of day one, product details before opening, conversations in the morning, an interview in the early afternoon, clip material for the evening post.
Our trade fair packages at Pixer fit this rhythm. Basic at €990 delivers 30+ photos, a 30-second highlight video and one vertical clip. Full Day at €1,990 adds a 90-second film, interviews and three clips. Everything arrives within 24 hours after the show ends, with first photos usually the same day, and interviews and subtitles are available in English, German, Arabic and Persian. Details are on our trade fair photographer Germany page.
Announce and invite before, show daily during, spread over weeks after.
Announce with hall and stand number, then invite contacts to meetings.
Stand in the morning, stories at midday, the main post in the evening.
Stand and team, product, conversations, thank-you. Nothing repeats.
Head office and distributors post in parallel, in their own language and time zone.
Every line that needs material goes into the brief for photographer and videographer.
At least four weeks before the show. Then the announcement goes out in time and the brief for photographer and videographer is settled.
Usually marketing, together with sales and the stand manager. What matters is that one person owns it during show week.
As a rule of thumb, five to ten good pictures and one clip per day, plus material for the weeks after. What counts is that the motifs are planned in advance.
Then make the most of that day: stand, team, products, conversations. The pictures can carry the other show days and the weeks after, as long as you do not publish them all at once.
For clips, yes: vertical clips are filmed upright. Photos can usually be cropped for several channels if the photographer leaves enough room around the subject.
Your customers' language. For an international audience, a short English post plus a second one in your home-market language usually works better than one long bilingual text.
Want to cover your whole show week with fresh material? Tell us the fair and the dates and we will match motifs and delivery times to your content plan.
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