eShow Madrid 2026: Software Demonstration and Stand Brief

eShow Madrid 2026 takes place on 4–5 November at IFEMA Madrid, within Tech Show Madrid. The organiser’s eShow page confirms the dates and identifies Halls 3–5 for the event. Use your allocated plot and current manual to brief the specific stand.

For e-commerce, martech, payments or logistics exhibitors, start with the product workflow and the conversation it should enable. A clear demonstration needs more than a large screen or an attractive brand wall.

Define one complete software demonstration

Write the visitor’s problem, starting point, key actions, visible result and next question. Decide whether the presenter controls the interface or visitors can try it. Prepare an approved demo environment and keep customer data, credentials and internal logs off public screens.

Show the limits of what is being demonstrated. Identify simulated, recorded and live information. Test the complete workflow with realistic content, then prepare a labelled offline or recorded alternative where appropriate.

Give the builder the equipment and activity plan

List screens, computers, peripherals, furniture, dimensions, connections and responsible suppliers. Specify presenter and audience positions and how many demonstrations or meetings may occur at once. Test circulation using the actual equipment footprint.

Check text size, contrast, reflections, sound and viewing angles. Locate detailed information where visitors can read it. Plan reception, storage and longer conversations without letting a queue occupy the aisle.

Confirm services and responsibilities

Obtain the participation package, allocated plan and current exhibitor manual. Check what is already included before ordering a separate build. Use IFEMA’s participation regulations alongside the event instructions.

Assign responsibility for drawings, approvals, electrical distribution, connectivity, service orders and support. Ask the responsible electrical supplier to specify supply and distribution for actual loads. A general guide cannot recommend linking several demo stations on one circuit.

Compare quotes by scope

Request identifiable lines for design, structure, graphics, flooring, furniture, AV, transport, installation and dismantling. Separate organiser services, documentation, software or contact-capture licences, storage, taxes and exclusions.

A plot size alone does not establish total cost. Compare package, modular and custom options against the same activities. If reuse is intended, include later adaptations, replacement graphics, handling, storage and transport rather than assuming a fixed saving.

Review the remaining timetable

In October, confirm unresolved design, documentation, artwork and service tasks directly with the organiser and suppliers. Record actual deadlines and whether pending orders can still be accepted. A generic three-month schedule does not describe your project’s current status.

Agree who approves changes, when production files become final, how deliveries are coordinated and who resolves faults. Ask suppliers to confirm support and handover arrangements for this booking rather than relying on a universal delivery promise.

Prepare staff and handover

Brief reception, presenters and specialists on the workflow, approved claims and visitor questions. Invite relevant accounts with a defined demonstration topic. Match staffing to appointments and observed demand instead of assuming universal peak hours.

Before opening, test the actual demonstration, fallback, connectivity, lighting, content and meeting layout. Record outstanding faults and the responsible contact.

Capture interest, promised information, owner and next action through your organisation’s privacy process. Review completed demonstrations, qualified opportunities and closed business separately alongside full participation cost.

Frequently asked questions

Can a compact stand support a software demonstration?

It depends on equipment, presenter, audience and circulation. Test the plan and choose a focused workflow; area alone does not guarantee performance.

What should I send for a proposal?

Confirmed plot, package, manual, demonstration, equipment, meetings, budget and approval status.

Explore modular stands and stand design or send Adam Expo Stand your eShow brief to discuss a scoped proposal.