A trade fair PR agency in Germany makes sure that German trade media and buyers know an exhibitor’s new product before the fair. It develops the message and writes German previews and press releases. It also prepares the press kit and invites trade journalists to meetings at the stand. After the fair it turns these meetings into follow-up reports and bylined technical articles. additiv combines this press work with LinkedIn and visibility in AI answers. Between 2023 and 2026, additiv supported nine to fourteen exhibitors at LogiMAT every year.

PR differs between German trade fairs mainly in the media and the audience. Hannover Messe in Hanover covers industrial technology across many sectors. It attracts many international journalists, so editors look for a clear angle first. LogiMAT in Stuttgart focuses on intralogistics, where editors plan their meetings weeks ahead. Packaging fairs such as interpack in Düsseldorf and Fachpack in Nuremberg have their own trade press. additiv plans media and timing separately for each fair and adapts the message to its audience. For LogiMAT exhibitors additiv offers two packages with a fixed scope. Software and IT vendors at Hannover Messe or SPS find more on our page about PR for technology and industrial software.

Trade fair PR in Germany should start three to six months before the fair. German trade magazines plan their preview issues early. Editors fill their schedule at the fair weeks in advance. For a spring fair such as LogiMAT, the intralogistics fair in Stuttgart in March, the topic and message should be ready in November. The first press release should go out in December or January. Award entries have their own deadlines, often earlier. additiv starts preparing for LogiMAT around six months ahead.

Yes, press releases for a German trade fair should be written in German for German trade media. German editors publish what they can use without major rework, and a translated English release rarely meets that standard. The German version needs a factual headline with the key information in the first paragraph. Its technical terms must match what the industry actually uses. An English version for international media goes out in parallel. additiv writes the German release from your English briefing and sends you an English summary for approval.

German trade journalists come to your stand when they receive a personal invitation with a topic that interests their readers. At large fairs, press conferences are hard to fill. Individual press meetings with a fixed time work better. The agency writes the invitations in German and follows up by phone with the key media. Then it confirms the meetings. Before the fair it prepares your spokespeople for the conversations. For SCHÜTZ, additiv looks after journalists at interpack and Fachpack directly at the stand.

The German trade media that matter are the titles your customers read and that plan a preview or trade fair issue. In intralogistics these include the logistics magazine LOGISTIK HEUTE and the logistics newspaper DVZ. dhf Intralogistik, a magazine for materials handling, belongs on the list as well. In mechanical engineering MM MaschinenMarkt is one of the leading titles. In chemicals it is CHEManager. Online portals and newsletters report daily during the fair. additiv builds the media list for each fair and product. It has worked with these editors for almost 30 years.

A trade fair PR agency handles the exhibitor’s presence in the press centre and in the organiser’s press services, where journalists look for news and press kits. Journalists register for press accreditation with the trade fair organiser themselves. Exhibitors do not need to arrange it for them. The agency provides the press kit and watches the organiser’s deadlines for press material. It also schedules meetings with journalists who have announced their visit. additiv handles this for each fair as part of the trade fair PR, alongside the invitations to the stand.

On-site PR support covers everything that happens with the press at the stand. The agency coordinates meetings with journalists and briefs your spokespeople before each conversation. It also takes care of the press kit. If your spokespeople speak little German, the agency supports the conversation in German and English. Photos and short videos from the stand are planned in advance with a photographer or video team. additiv’s consultants are at the stand during the key days of the fair.

A press kit for the stand contains a company profile, the press text on your new product, fact sheets and print-quality images, in German and English. Today it is mainly digital, as a download or via a QR code at the stand. A few printed copies are kept for press meetings. The German version is written for German editors, not translated word for word. The English version serves international media. additiv prepares both versions and sends the kit to editors from the preview phase until after the fair.

LinkedIn around a German trade fair works best as a short campaign in three steps. Posts before the fair announce your new product and invite visitors to your stand. During the fair, posts from the stand bring people over and show what happens there. Afterwards, videos and follow-up posts extend the effect. Posts for German buyers should be written in German or with a German version. additiv plans the posts week by week in one editorial plan with the press work, so both tell the same story.

additiv has supported trade fair appearances for clients such as SCHÜTZ, PSI, Logistics Reply, Wiferion, SAFELOG, Henkel and Amandus Kahl. For SCHÜTZ additiv handles trade fair PR for interpack and Fachpack, including press support at the stand. Wiferion won the LogiMAT Best Product award in 2020 with support from additiv. Logistics Reply followed in 2024 and PSI in 2025. For Henkel additiv coordinates trade press relations in five European countries. The PSI case shows how one trade fair appearance helped position the company as a knowledge leader.