Develop
Positioning and strategy.
Exhibitor Success Programme · GITEX Global 2026
Develop Test Sharpen Implement Measure
Made in Germany is the ticket in. Not the answer.
A programme of the Federal Ministry for Economic Affairs and Energy
Made in Germany opens the door, a globally recognised mark of quality. But your success at GITEX depends on whether the right visitors find you and what becomes of those contacts. That is exactly what we develop with you: your visitor journey, before, during and after the fair.
Register for the kick-off →
10 September 2026 · registration closes 6 September
What you get ↓
Positioning and strategy
A no-obligation first step. After the kick-off you decide whether to join the group sessions.
The programme
Stand space is booked.
Organisation is running. What now?
The stand is set. Now it’s about the right visitors.
The German Pavilion provides the frame and shared attention. What counts for your individual success is which visitors you reach, why they come to you and what becomes of the contact.
In the Exhibitor Success Programme, you develop your visitor journey for this, before, during and after GITEX. It starts with the question of who your appearance should be relevant to, leads across the right touchpoints to your stand and doesn’t end with the conversation, but with a defined next step.
And because you define upfront what you want to achieve, you can judge after the fair whether it worked.
The question is not what else you do, but how you fill what is already there with relevance.
This is exactly where the Exhibitor Success Programme comes in. Together we develop a clear positioning and strategy for your GITEX, the basis for your visitor journey. Without extra media budget and without an additional layer of activity, but by directing your time and channels deliberately.
This is no side issue. 44% of exhibitors name getting the right visitors to their stand as one of their biggest challenges (AUMA). And you don’t need to produce more activities for it. Much is already there: the communication options of the pavilion and its partners, the touchpoints and formats of GITEX, and your own channels, from website and social media to customer contacts and personal invitations.
In concrete terms, it means focusing the time and channels that are already part of your participation on one goal: that the right visitors notice you, stop at your stand, and turn contacts into next steps. And the clearer each individual stand is, the stronger the German Pavilion works as a whole.
Before anything is implemented, the right decisions have to be in place. And for the first time, key ones can be checked before the show.
Working model
Don't just implement.
First develop, test and sharpen.
The Exhibitor Success Programme follows a clear working model. Five steps, not marketing, but the underlying logic of the work.
Test
With digital GITEX visitor types.
Sharpen
Refine message and touchpoints.
Implement
With team and operative specialists.
Measure
Make success visible.
Test and sharpen repeat until the positioning holds.
Because it is defined upfront what your appearance should achieve, it can be judged afterwards whether it succeeded. Not analytics for its own sake, but the answer to: did GITEX pay off?
Implementation happens with your team and your specialists. The assessment is joint: in the pilot cohort, the closing workshop after the fair looks at what was achieved and what that means for your next fair.
We don't replace operative specialists. We create the foundation on which they can work better.
The programme replaces neither stand builders nor agencies or internal teams. Positioning and strategy give them a precise brief, so that stand concept, design, communication and activation all pay into the same goal.
What you get
What you end up with.
Step 01 · Develop
So that the right visitors find you, we first clarify who they are and why your appearance is relevant to them, that is your positioning. From this we build their journey across the relevant touchpoints, before, during and after the fair, that is your fair strategy.
Both are concrete working bases, not a slide deck and not a list of extra measures:
Working basis 01
Your positioning for GITEX
Who your appearance should be relevant to and what should stick with the right visitor.
Working basis 02
Your fair strategy for GITEX
Your fair strategy for GITEX is your visitor journey: how the right visitors become aware of you, find you, experience relevance at your stand and are then guided to the next step.
Working basis 01
Sets out who your appearance should be relevant to, why the right visitor stops at your stand, what they should understand in seconds and later tell others about you. From this come your core message, your argument and clear guardrails for everything implemented later.
Working basis 02
Translates your positioning into a concrete plan for GITEX: How do you reach the right visitors? What should happen at the stand? What is the next step, and how do you continue the contact after the show? For this, the strategy aligns your existing channels and means on the same goal and records what is done when and by whom, and how you measure success.
Your visitor journey
The visitor journey thinks of the fair like a customer journey, consistently from the right visitor’s perspective: before the fair, at the stand and afterwards.
Before the show
How do the right visitors become aware of you, and why should they plan a visit to your stand?
At the show
What must visitors experience and understand so that attention becomes a relevant conversation?
After the show
How does the conversation become the desired next step?
Before the show
- Invitation
- Social media
- Landing page
- Personal contact
At the show
- Stand
- Conversation
- Demo
After the show
- Follow-up
- Offer
In the programme, you develop your visitor journey, individually and together with us, before, during and after the fair. For this, we don’t use more channels, but the existing ones more precisely: your own, those of the German Pavilion, the partners and the organiser.
Much of it is already there. What matters is the role each touchpoint plays for your target visitors.
Test and sharpen
Test before it counts at the show.
Steps 02 and 03 · Test · Sharpen
For the pilot programme, typical GITEX visitor types are built as digital audience models. In Stage 1, you use them after the strategic work to check key messages and touchpoints from the perspective of your defined target visitors.
For example
- Positioning
- Invitation
- Landing page
- Stand message
- Offer/CTA
- Presentation
- Follow-up
This replaces neither market research nor a strategic decision. It shows how a deliberately developed positioning might be understood and judged from different visitor perspectives. The results feed back into the work: test, sharpen, check again, before implementing.
Testing is part of Stage 1 and builds on the strategic work: first the positioning stands, then it gets checked.
Self-assessment
Are you already doing all of this?
Perhaps your target visitors, positioning, visitor journey and success criteria are already crystal clear. Then you may not need support at this point.
The strategy test takes you through the seven levels of MesseCode in about five minutes, anonymously and without saving any results. If you are between 8 and 10 on every level, the foundation is there. If one level shows a gap, that is a hint where this programme can be useful for you.
The way there
How you get there.
For GITEX Global 2026, the Exhibitor Success Programme starts as a pilot cohort, together with the exhibitors of the German Pavilion. You do not prepare alone but as the first group, on shared dates and learning from one another.
Within the cohort there are two depths. In Stage 1, fairconcept works out positioning and fair strategy together with you, tested with the digital GITEX visitor types. In Stage 2, you use the MesseCode method to develop your own answers. Both are working foundations for implementation with your team and your partners.
This is not a webinar to lean back to, but a working programme. Within the pilot project, the BMWE covers the cost, but expects commitment to taking part and implementing in return.
Stage 01 · In-depth participation
Individual depth
Positioning + fair strategy + testing/sharpening + support until after the show.
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Kick-off event Programme introduction and method overview.
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Three group sessions Guided work on market role, target customers and argument, with a third session for going deeper.
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Two individual strategy sessions One-to-one work with fairconcept on your own positioning and exhibition strategy.
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Your positioning for GITEX The jointly developed and documented foundation for your GITEX appearance.
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Your fair strategy for GITEX The concrete plan for implementation before, during and after GITEX.
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Testing with the digital GITEX visitor types Checking and sharpening messages and touchpoints from the perspective of your target visitors, before anything is implemented.
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Clarification group call A final round on open questions before delivery.
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Two check-ins before the show Stand-relevant clarifications in the weeks before Dubai.
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Closing workshop after the show Capturing the lessons for future shows.
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MesseCode Playbook The full method as a structured review framework: seven levels with AI prompts for reflection (PDF, approx. 50 pages).
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MesseCode Workbook The companion workbook to the Playbook. This is where you enter your own answers and develop your strategy concretely.
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Recordings of all sessions Every group session as a replay to revisit.
Structured preparation time
Time required: around 22 to 26 hours across the whole preparation. This time doesn’t come on top, it structures work that happens anyway: positioning, target customers, argument, stand, communication and follow-up.
Stage 02 · Compact participation
Method and self-application
Kick-off + 2 group sessions + Playbook + Workbook.
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Kick-off event Programme introduction and method overview.
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Two group sessions Guided work on market role, target customers and argument.
-
MesseCode Playbook The full method as a structured review framework: seven levels with AI prompts for reflection (PDF, approx. 50 pages).
-
MesseCode Workbook The companion workbook to the Playbook. This is where you enter your own answers and develop your strategy concretely.
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Recordings of all sessions Every group session as a replay to revisit.
Structured preparation time
About 4–6 hours in the group sessions. Plus whatever time you choose to invest in working through the Workbook on your own. That’s up to you.
How deep you go is something you decide after Group Session 1, in September 2026. If you want the intensive support, you are in.
The programme is new, the work behind it is not. The MesseCode method grew out of work on hundreds of trade fair projects and is already used in individual consulting. What is new is this scaled, BMWE-funded format for the exhibitors of a German Pavilion.
Method
Seven levels. One sequence.
The programme follows the MesseCode method, seven strategic decisions every trade fair participation should resolve before building anything.
More on the MesseCode method →Schedule
From September to December.
Step by step.
From September to December, you develop your strategy alongside the concrete fair preparation. What you clarify in the sessions feeds directly into stand construction, communication and visitor engagement, and after the show into follow-up and evaluation.
6 September 2026
Registration deadline
10 September 2026
Kick-off
Opening event
22 September 2026
Group Session 1
2 October 2026
Group Session 2
October 2026
Individual sessions
Stage 1
October / November 2026
Implementation
Stand, materials, communication
7–11 December 2026
GITEX Global · Dubai
German pavilion
Detailed session dates and working sessions are on the events page.
Backed by
Programme partners.
Backed by the Federal Ministry for Economic Affairs and Energy. Delivered by fairconcept. Supported by the German Emirati Joint Council for Industry & Commerce (AHK) and the organiser GITEX Global.
Register now.
The entry point is the kick-off: get to know it with no obligation, then decide. We show how it all works in the kick-off.
Participation is reserved for exhibitors of the German pavilion at GITEX Global 2026. In-depth participation (Stage 1) is aimed at exhibitors with their own stand; exhibitors with an information counter take part at Stage 2. Registrations are reviewed before activation. Questions: messecode@fairconcept.de