Formnext in Frankfurt is the world’s leading industry platform for additive manufacturing and industrial 3D printing and it’s happening next week! The AM community is very tightly knit, so it can be a tricky one to navigate for the first time. With so many seasoned professionals under one roof, how do you make sure your company stands out in the eyes of the media? 

At Incus, we’ve been supporting 3D printing and additive manufacturing clients large and small at Formnext for over ten years, and we know what works to ensure the all-important exposure to their target audiences. Here are our top PR tips to help first-time exhibitors – and maybe a few seasoned ones – make the most of the media opportunities at the show. 

1.     Press Conference or On-Stand Reveal? Choose Wisely 

Formnext offers official press conference slots, but increasingly, companies are opting for on-booth announcements, product unveilings, or even drinks receptions to engage media in a more relaxed setting. In such instances, if you’re able to find out in advance who’s planning what, you might be able to schedule your activity around that and avoid the unwanted scenario of competing for journalists’ time. 

If you do go the press conference route: 

•         Make sure to book your slot early as the good time slots will get taken fast
•         Run through the presentation with your PR team ahead of the show
•         Visit the space in advance if possible
•         Don’t expect to start on time. Journalists are often running late due to packed schedules
•         Have your PR team stationed at key points to guide media to the room, it’s notoriously hard to find!

2.      Build a Comprehensive Media Kit 

Whether it’s a USB stick, QR code, or hyperlink, make sure your press kit includes: 

•         Pre-show and at-show news (in all available languages)
•         Product images of any products on stand, or that media may ask about
•         Headshots and biographies of all spokespeople

You know what your main focuses are for the industry event, and the key topics spokespeople will discuss during interviews, so make sure to include any further materials which could be useful for journalists in writing up your show news. 

3.      On the Day: Go Old School 

While digital business cards are gaining traction at industry events, printed cards still reign at Formnext. Keep a stack handy and collect cards from any media you meet, especially those who weren’t scheduled. This helps with post-show follow-up and future outreach. 

4.      After the Show: Follow Up Thoughtfully 

Take notes during interviews and follow up with journalists on anything they requested or expressed an interest in that isn’t already in the media kit. Even if everything you think they may require is in your media kit, follow up to express it was great to see them, ask if there is anything further you can share, develop a connection and keep the relationship warm for future opportunities. 

5.     Next year – Start Early 

Planning your PR strategy well ahead of Formnext is essential. Submissions for speaking opportunities and the Formnext awards close several months before the show, so having an idea of what your company’s focus for the show is well in advance will serve you well. 

This same sentiment goes for journalists’ schedules, which fill up fast, and often weeks in advance, so make sure to reach out to journalists you want interviews with well ahead of the show with something juicy to offer. 

On the news front, ideally your pre-show press release should be distributed a couple of months in advance of the show. Shockingly, there are editorial deadlines for Formnext preview print editions as early as September! 

If this sounds like a lot of work, or you wish you’d started your PR and marketing plans earlier, but your team was operating at maximum capacity ahead of the show, then Incus can help in 2026. From pre-show planning to on-site support and post-show follow-up, we’ve got the experience and network of journalist relationships to get you acquainted with this influential media community. Our team’s expert knowledge of the 3D printing and additive manufacturing industry can get your message seen by the audiences you are targeting – not only around the event itself, but long after the curtain goes down and well before the next show opens. 

Book a meeting with us at Formnext 2025 or get in touch after the show for a no-obligation chat about your 2026 PR plans.