The show cycle is the rhythm in which a trade fair takes place, for example every year, every two years or every three years. It determines how long exhibitors work with the presence and material from one edition.
Most trade fairs take place annually. Many large capital goods fairs, however, have a longer cycle, because products in their industry develop more slowly and the effort for exhibitors is high. K in Düsseldorf and bauma in Munich, for example, take place every three years.
Some fairs alternate with related events or take place at different locations in turn. The organiser publishes the current date and the cycle on the fair's website. A trade fair calendar helps you keep track of dates over several years.
The show cycle has a strong influence on your planning. At an annual fair you can apply lessons quickly and improve your stand (booth) step by step. With a cycle of two or three years, each edition is a major event that companies prepare for over a long period.
With a long cycle, plan especially early. Space, stand construction, hotels and service providers are often booked a year or more in advance. New products are developed with the show date in mind.
Follow-up becomes more important too. If the next edition is three years away, the material from this show has to last that long, in sales, marketing and recruiting. Record what worked and what did not, so the lessons are not lost before the next edition.
Professional photo and video material is especially worthwhile at fairs with a long cycle. You only have one opportunity to show your stand, your new products and your team in this form. Phone photos are rarely enough for that.
We plan the shoot so that the material works not only during show week but also later: timeless stand overviews, product images, team photos and a film that sums up your presence. The guide Reusing trade fair content all year explains how to use show content over months. Make sure the files are archived properly so that new colleagues can find them quickly in two or three years.
Mainly large capital goods fairs, such as K in Düsseldorf or bauma in Munich, which take place every three years. The organiser states the cycle on the fair's website.
Because the material has to last until the next edition. You use good images and a film for years in sales, marketing and recruiting.
Tell us the fair, dates and hall. We take care of the shooting schedule on the day and deliver within 24 hours after the show ends.
We reply within 24 hours. During a show week, WhatsApp is fastest.
