A product launch at a trade fair is the first public presentation of a new product during a show. Trade fairs suit launches because customers, dealers, press and competitors are all on site at the same time.
Many companies align their product development with important trade fairs and show new products there for the first time. A launch can be a staged reveal on the stand stage, a press conference, a demonstration at fixed times or simply a prominently placed exhibit with a clear message.
Some fairs give new products extra attention, for example through directories of innovations, awards or guided tours for press and trade visitors. You can find out from the organiser and the exhibitor manual which options exist and which deadlines apply.
A product launch at a trade fair needs a clear centrepiece. Visitors should see from the aisle that there is something new. The product belongs in good light, at eye level and where people can gather around your stand (booth).
Plan the running order precisely: when is the reveal, who speaks, how long is the presentation, what happens afterwards? Invite key customers and journalists personally. Align the press release, social media posts and the presentation on the stand.
Think about the people who are not there. The launch reaches most customers, dealers and prospects through images and videos, on LinkedIn, on your website, in newsletters and in sales presentations. Also plan how you capture interested visitors after the demonstration and which material they can take away. A launch without follow-up wastes much of its impact.
For a product launch we plan the shoot around the decisive moment. Clean product photos on the stand are taken beforehand; for the reveal we are in position with a stills camera and, if you wish, several video cameras. Reactions, conversations and details follow.
From the material we edit a highlight film, vertical clips and, on request, a longer film with voices of customers or product managers. Delivery is within 24 hours after the show ends, with selected press images on the same day if needed.
More in the guide Product launch at a trade fair.
Because customers, dealers, press and competitors are all on site at the same time. With good preparation a launch gains a lot of attention within a few days.
Usually not. That is why we go through the running order beforehand and position cameras so that the moment is captured reliably.
Tell us what your show needs to achieve. We plan photos and videos so you can use the material straight away for sales, press and social media.
We reply within 24 hours. During a show week, WhatsApp is fastest.
