Our trade fair guide »Messe heute – Messe morgen« (Trade fairs today, trade fairs tomorrow): what architects look for at trade fairs
- 200 pages of practical trade fair know-how for decision-makers in marketing and sales
- Empirical study: 16 in-depth interviews and a survey of 126 architects and interior architects
- Concrete recommendations and checklists for a successful trade fair
- Guest contributions on trends, transformation and community building
- pages of trade fair know-how
- 200
- architects and interior architects surveyed
- 126
- best practices
- 20+
- expert interviews
- 16
For this guide, we asked the people who should know
For this trade fair guide, we spoke to leading voices in the industry: from sustainability pioneers such as Lendager and the up-and-coming architecture practice LXSY to established names such as KRESINGS. In 16 in-depth interviews and a comprehensive survey of 126 architects and interior architects, we have gathered the key findings for you.
Jutta Neuenhahn
Matthias Quinkert
Matthias Fuchs
Timm Helbach
Anke Stern
Piotr Misiewicz
Sebastian Schuster
Angelika van Putten
Chris Middleton
Wiebke Ahues
Lutz Hammer
Christine Klug
Jan Dankmeyer
Christiane Will
Lisa Deppe
»You’ve done a really great job with the guide. I devoured it on a day off. Super entertaining, a good mix of context and clear recommendations for action. I really enjoyed it.«
Find answers to the most pressing questions about exhibiting
Our trade fair guide is structured so that you find the answers to the most important questions chapter by chapter: exactly the ones we are asked most often about trade fairs. On top of that, we share practical tips you can apply straight away at your next trade fair.
General
- 1.1 Is exhibiting at trade fairs an expensive ritual these days, or a real must?
- 1.2 Trends and drivers in the trade fair scene: what stays and what changes?
- 1.3 Are hybrid trade fairs the new standard?
- 1.4 Which pays off more: large leading trade fairs or specialist formats?
- 1.5 Expectations, wishes and reality: what do architects and interior architects expect from trade fairs?
Before the trade fair
- 2.1 What makes a successful stand design?
- 2.2 From idea to realisation: how do you put your trade fair plan into practice?
- 2.3 How do I integrate sustainability into my stand?
- 2.4 From merch to product demonstrations: which marketing activities go down well with planners, and which don’t?
- 2.5 From the invitation to the follow-up: how does the accompanying communication stay memorable?
During the trade fair
- 3.1 From adhesive to clay plaster: how important is the hands-on experience?
- 3.2 Coffee beats product? The strategic importance of good catering
- 3.3 Eye-catcher or barrier? What makes stands appealing, and what doesn’t?
- 3.4 What does the ideal sales conversation at the trade fair look like?
- 3.5 Networking vs. product show: what really counts at trade fairs in the end?
After the trade fair
- 4.1 Landing on the desk after the trade fair: how do my products stay part of the conversation?
- 4.2 What is the best way to process the contacts I’ve collected?
- 4.3 How do I learn strategically from the way architects and interior architects behave at trade fairs?
- 4.4 How can I measure whether exhibiting was a success?
- 4.5 The trade fair, and then what? What architects and interior architects want from you
Frequently asked questions
What is the trade fair guide?
The trade fair guide is a strategic tool for exhibiting successfully. With findings from interviews, surveys and proven practical tips, it offers comprehensive guidance, from planning to follow-up.
Who is the trade fair guide for?
The guide is aimed in particular at marketing and sales teams at building product manufacturers and interior brands. It offers clear recommendations for everyone who wants to use trade fairs with a clear purpose and is involved in strategic decision-making and later implementation.
Are there more practical guides on other topics?
At the moment, the only practical guide is the one on trade fairs. We announce new topics in our newsletter.
What sets this guide apart from others?
The trade fair guide combines exclusive insights from interviews, data from a survey and practical recommendations geared specifically to the needs of building product manufacturers. This sets it apart from other recommendations, which were either developed for trade fairs in general or are not specifically aimed at architects and interior architects as a target group.
Who contributed to the trade fair guide?
The content is based on 16 interviews with industry experts, a survey with more than 120 participants and hej.build’s many years of experience. Our team’s experience has gone into the whole guide, and we’re happy to explain it in more detail if you have any questions.
How can I get support in putting the recommendations into practice?
hej.build offers individual consultations to adapt the content of the guide to the specific requirements of building product manufacturers. Feel free to contact us about this.
Order the trade fair guide for your next stand
You can get the guide in print with the digital edition for €290 or digital only for €250, both excluding VAT. We ship the print edition free of charge, and you pay by invoice. The guide is in German.