Methods, data and insights from 25 years of B2B live communication. https://fairconcept.de/en/blog/ en-gb 2026 fairconcept GmbH messecode@fairconcept.de (Lars Lockemann) messecode@fairconcept.de (fairconcept GmbH) Mon, 20 Jul 2026 08:00:00 +0200 https://fairconcept.de/images/FAIR_CD_Logo_fairconcept_black_RZ.png https://fairconcept.de/en/blog/ https://fairconcept.de/en/blog/value-argumentation-trade-fair/ https://fairconcept.de/en/blog/value-argumentation-trade-fair/ Mon, 20 Jul 2026 08:00:00 +0200 Most appearances talk about themselves. But the visitor asks only: what’s in it for me? The FAB+T logic — from attribute, through benefit, to proof — for conversation, graphics and pitch. messecode@fairconcept.de (Lars Lockemann) Method https://fairconcept.de/en/blog/touchpoints-trade-fair-stand/ https://fairconcept.de/en/blog/touchpoints-trade-fair-stand/ Mon, 13 Jul 2026 08:00:00 +0200 Most exhibitors confuse touchpoints with highlights. In fact every point of contact is one — from the invitation to the follow-up email. Which three needs each must serve, and the question that sorts everything. messecode@fairconcept.de (Lars Lockemann) Method https://fairconcept.de/en/blog/does-the-trade-fair-still-pay-off/ https://fairconcept.de/en/blog/does-the-trade-fair-still-pay-off/ Sun, 05 Jul 2026 08:00:00 +0200 Hardly any industry questions its own existence as persistently as the trade fair industry. Yet the problem isn’t the trade fair — it’s the question. Why a trade fair’s value can be calculated, and the three questions we should ask instead. messecode@fairconcept.de (Lars Lockemann) Standpoint https://fairconcept.de/en/blog/ideal-customer-profile-for-exhibitors/ https://fairconcept.de/en/blog/ideal-customer-profile-for-exhibitors/ Mon, 29 Jun 2026 08:00:00 +0200 Almost everyone attends fairs to win new customers — hardly anyone says which. ICP is B2B standard; at the fair it’s missing. The path from target group to a prioritised ideal-customer list — including who from the buying centre even shows up. messecode@fairconcept.de (Lars Lockemann) Method https://fairconcept.de/en/blog/creating-a-trade-fair-concept/ https://fairconcept.de/en/blog/creating-a-trade-fair-concept/ Mon, 22 Jun 2026 08:00:00 +0200 Most concepts are requested too early — and usually mean only the stand concept. Yet the concept is the lowest of three levels. Above it sit positioning and strategy. Reverse the order and you get decoration, not effect. messecode@fairconcept.de (Lars Lockemann) Fundamentals https://fairconcept.de/en/blog/developing-a-trade-fair-strategy/ https://fairconcept.de/en/blog/developing-a-trade-fair-strategy/ Mon, 15 Jun 2026 08:00:00 +0200 Most exhibitions fail because the strategy was never defined. The seven levels of the MesseCode — from objectives to overall architecture — as both an overview and a map. messecode@fairconcept.de (Lars Lockemann) Fundamentals https://fairconcept.de/en/blog/defining-trade-fair-objectives/ https://fairconcept.de/en/blog/defining-trade-fair-objectives/ Sun, 07 Jun 2026 08:00:00 +0200 “More leads” is not an objective. The methodical route from a vague collection of intentions to a decision-ready primary objective — including the non-objectives. messecode@fairconcept.de (Lars Lockemann) Method https://fairconcept.de/en/blog/more-than-letting-go/ https://fairconcept.de/en/blog/more-than-letting-go/ Sun, 31 May 2026 08:00:00 +0200 Mel Robbins’ “Let Them” is a door, not the building. Why a trade fair strategy is a system — not the next individual solution — and why it can now be built in days. messecode@fairconcept.de (Lars Lockemann) Standpoint https://fairconcept.de/en/blog/what-does-a-trade-fair-stand-cost/ https://fairconcept.de/en/blog/what-does-a-trade-fair-stand-cost/ Tue, 26 May 2026 08:00:00 +0200 Stand rental, stand construction, staff — and the most expensive item that appears in no table. An honest answer with AUMA data and industry rules of thumb. messecode@fairconcept.de (Lars Lockemann) Fundamentals