A trade show (in German: Fachmesse) is a fair aimed at trade visitors, meaning people who deal with an industry professionally. Members of the public are usually not admitted.
At a trade show, manufacturers, dealers, buyers, planners, users and the trade press of an industry or subject area meet. Admission usually requires registration, in which visitors state their professional background. Some organisers ask for proof. At international trade shows, visitors often come from many countries at once.
Many of the large international fairs in Germany are trade shows. Some combine trade-only days with public days or open certain areas to private visitors. The counterpart is the consumer fair, which is aimed at end consumers and open to anyone with a ticket.
At a trade show, the quality of conversations matters more than the number of visitors. People who come to your stand (booth) often have specific questions, a project or a purchasing brief. Many meetings are arranged in advance. So plan appointments, meeting spaces and knowledgeable stand staff. Expect fewer but longer conversations. Language skills in the team are an advantage, because many conversations at international trade shows are held in English.
Your goals are usually new contacts, dealers and partners, existing customers and press. Lead capture should be prepared so that you can follow up quickly after the show.
Your content is aimed at a professional audience as well. What is needed are pictures that show products in detail, real advisory situations and a team that comes across as competent. Material like this works on LinkedIn, in presentations and for dealers worldwide.
At trade shows we mainly photograph conversations, products and demonstrations. Conversation photos are taken discreetly from a little distance, so that sales talks are not interrupted. Anyone who does not want to be photographed is not placed in the foreground, and for publications showing recognisable visitors we agree consent with your team.
We add overviews of the stand before opening, a team photo and, in the video, short interviews with your experts. We deliver all the material within 24 hours after the show ends, the first photos usually on the same day. The guide Conversation photos on the stand shows how natural conversation shots come about.
Usually not. Visitors register with a professional background. Some trade shows do have public days or open areas, though.
An overview of the stand, conversations with visitors, product details, demonstrations and a team photo. Plus short clips for LinkedIn and sales.
Send us the fair, hall and stand number. We photograph conversations and products without disturbing your team and deliver within 24 hours after the show ends.
We reply within 24 hours. During a show week, WhatsApp is fastest.
