Your distributors sell your brand in markets you rarely visit. Material from the show helps them do it, if it arrives in time, in the right formats and with clear rules. Here is what to produce, how to package it and what to agree beforehand.
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For many exhibitors, the most important visitors are not end customers but importers, distributors and agents from other countries. At trade shows such as InterTabac in Dortmund or Anuga in Cologne, many of the conversations that matter are with partners who will sell your products in their own markets.
These partners need material to do their job: to show their customers that the brand is present in Europe, to announce new products on their own channels and to present your company in meetings. If they get nothing, they take phone photos on the stand or reuse last year’s catalogue images. If they get a well-organised package, your brand appears consistently in markets where you have no marketing team of your own.
Material made for your own channels only partly fits. Distributors need other languages, other formats and often versions without your contact details, so they can add their own. Planning this before the show costs little; adapting everything afterwards costs a lot of time.
| Material | Used for | Tip |
|---|---|---|
| Selected photos, around 20 to 40 | Social posts, website, presentations | Stand, products, team, conversations, in print and web size |
| 30-second highlight video | Social media, newsletters, screens in their showroom | One version with a neutral end card |
| Vertical 9:16 clips | Instagram, TikTok, messenger status, local platforms | Subtitles in the partner’s language |
| Interview with the distributor | Their marketing and yours | Filmed on your stand in their language |
| Textless video version | Adding their own text and logo | No burned-in titles or subtitles |
| Subtitle files and post texts | Translation and posting | SRT files, two or three short texts in English |
| Usage note | Clear rules | What is allowed and what needs approval |
Pixer packages contain the building blocks: photos, a 30-second highlight video and vertical clips, and the Full Day package adds a 90-second film and interviews. A distributor version is mostly a selection plus additional exports from the same material, which we agree with you when you book. It is not a second production.
A trade fair is often the only time in the year when partners from several countries are in one place. A short interview with each of them on your stand (booth) is valuable twice: for your own marketing, as proof that the brand has strong partners, and for the distributor, who can use it in their market.
Our guide to filming customer testimonials at the show covers questions and setup in more detail.
Pixer delivers the first photos on show day and the full selection within 24 hours after the event ends. For a show that runs several days, partners can post while it is still open, when interest is highest.
Distributors are separate companies. Before you pass on material, clarify three things.
For the general questions, see our guide to usage rights for trade fair photos.
A partner who receives forty loose files by messenger will use three of them. A partner who gets one link with a clear folder structure will find what they need. A structure that works:
Send the link with a short message that says what is new and which material to use first. Ask partners to send back links to their posts. That shows you where your brand appeared, and it gives you material for your own trade fair report.
Distributors sell your brand in markets you rarely visit. Give them material made for that job.
Photos, highlight video, vertical clips, a textless version, subtitle files and post texts.
About fifteen minutes each on the stand, in their own language, with written consent.
Ask which formats and channels each partner uses instead of guessing.
Usage rights clarified, consent that covers partners, a short usage note in the package.
Structured delivery with a read-me, so partners find what they need.
Usually photos of the stand and products and short vertical clips with subtitles in their language. Ask your partners before the show; their answer decides the package.
Yes, if you allow it. A textless video version and a neutral end card make this easy. Define in the usage note where their logo may appear.
Yes. The consent of the staff, customers and partners shown should cover use by other companies in other countries, not only by you.
We conduct interviews in English, German, Arabic and Persian. For other languages the partner can speak freely and we agree the subtitles in advance; Chinese subtitles can be delivered via translation partners.
First photos on show day, the full selection within 24 hours after the event ends. Extra language versions follow after your approval.
The base is the same. The differences are the selection, the languages, the formats and a version without your contact details.
Meeting distributors and partners at your next show? Tell us the fair, the date and the languages of your partners, and we will plan the material with you.
We reply within 24 hours. During a show week, WhatsApp is fastest.
