Messe München: 100 recommendations from practice for exhibitors planning their stand at BAU 2027

The trade fair report »100 Messe-Tipps. Praxisempfehlungen für Aussteller, die ihren Messeauftritt planen oder weiterentwickeln möchten« (100 trade fair tips: practical recommendations for exhibitors who want to plan or develop their trade fair presence) was created together with Messe München. It was meant to accompany building product manufacturers early in their decision to exhibit and to win new exhibitors for BAU 2027. To do this, it brings together experience from practice and translates it into recommendations for anyone considering whether and how to take part in a trade fair.

To reach and qualify potential exhibitors early on, we first developed three different proposals for a lead magnet. It was to serve as the first touchpoint in the exhibitor funnel. After weighing up the options together, the choice fell on a trade fair report with 100 practical recommendations. The deciding factors were the easily accessible, modular format and the fact that it can be understood without prior knowledge. The report takes up typical questions around trade fair decisions, lowers barriers to entry and offers guidance for different roles, levels of experience and decision situations.

Messe München distributes the report via digital channels. Anyone who downloads the PDF report then receives a series of emails with more in-depth content on exhibiting at a trade fair.

• Concept & structure of the report: planning a structured report with 100 short, self-contained recommendations. The tips are organised along the phases of a trade fair and also tagged by role, cluster and level of experience. The structure makes it quick to get started and easy to find your way around.
• Research & interviews: analysis of existing hej.build studies and documented trade fair experience, plus additional conversations with architects, building product manufacturers, stand builders and other trade fair professionals. Every recommendation is based on concrete practical experience and attributed to a clearly named source.
• Editing & copywriting: editorial development of all tips with concise headlines, short context and concrete prompts for action. We also created thematic checklists, selected quotes from the interviews and calls to action along the BAU funnel.
• Design & visual execution: design of a report in line with the corporate identity, with clear typography, bold elements and high readability. The report is set up as a digital PDF and designed for use as a lead magnet within campaigns.
• Project management & coordination: coordinating all project stages including feedback loops, and liaising with Messe München so that content and design fit together throughout.

From March 2026, Messe München sent the report to potential exhibitors via a mailing sequence and promoted it with ads on LinkedIn. We then developed the social media concept and editorial planning for BAU 2027.

Messe München is one of the world’s leading trade fair organisers, with a broad portfolio of trade fairs, congresses and events. These include 14 leading international trade fairs, meaning the largest industry gatherings worldwide in their respective fields. Messe München offers exhibitors and visitors around the world platforms to build international business relationships, discover new products and technologies and exchange knowledge.