This is exactly where the trade fair report “100 Trade Fair Tips. Practical recommendations for exhibitors looking to plan or evolve their trade fair presence” comes in. We developed and produced the report together with Messe München. The goal was to support building products manufacturers early on in their decision-making and to attract new exhibitors for BAU 2027. The report draws on hands-on experience and translates it into clear, actionable guidance for anyone weighing up whether—and how—to shape trade fair participation in a meaningful way.
“Even on a tight timeline, the collaboration was clear, focused, and reliable. hej.build not only understood our requirements, but translated them into a format that delivers real value for potential exhibitors. Now we’re excited to see the impact as a lead magnet.”
– Stefanie Huber, Brand Manager Messe München
Project focus
To engage and qualify potential exhibitors early on, we first developed three different concepts for a so-called lead magnet. It was scheduled to go live in February 2026 and serve as the first touchpoint in the exhibitor funnel. Through a joint evaluation process, the team selected a trade fair report featuring 100 practical recommendations. Key factors were its accessible, modular format and the fact that it is easy to understand without prior knowledge. The report addresses typical questions around trade fair decisions, lowers the barriers to entry, and provides guidance for different roles, experience levels, and decision-making situations.
Messe München distributes the report via digital channels. Anyone who downloads the PDF is then guided through an email nurture journey and receives additional, in-depth content on trade fair participation. This generates qualified leads and provides a solid basis for decision-making for potential exhibitors. With the report, Messe München positions itself early on as a knowledgeable partner for trade fair decisions—building trust through practical, experience-based recommendations.
Our services
🧠 Concept and report structure
Development of a structured report featuring 100 self contained, “snackable” recommendations. The tips are organized along the key phases of trade fair participation and additionally tagged by roles, clusters, and experience levels. This structure enables quick entry and clear orientation.
🎙️ Research and interviews
Review of existing hej.build studies and documented trade fair learnings, complemented by interviews with architects, building products manufacturers, exhibition stand builders, and other trade fair professionals. Every recommendation is grounded in real world experience and attributed to a clearly named source.
✍️ Editing and copywriting
Editorial development of all tips with punchy headlines, concise context, and concrete calls to action. In addition, we created thematic checklists, selected interview quotes, and CTAs along the BAU funnel.
🎨 Design and visual execution
Design of an on brand report with clear typography, bold visual elements, and high readability. Created as a digital PDF and conceived specifically for use as a lead magnet within campaigns.
📋 Project management and coordination
Coordination of all project phases, including feedback loops, alignment with Messe München, and ensuring a consistent editorial and visual throughline throughout.
About Messe München
Messe München is one of the world’s leading trade fair organizers, with a broad portfolio of trade fairs, congresses, and events, including 14 world leading trade fairs. Messe München provides exhibitors and visitors with platforms worldwide to build international business relationships, discover new products and technologies, and engage in knowledge exchange.
