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The German Pavilion is in place. Now, how will the right visitors find your stand?

Alongside the German Pavilion organised by AHK Norway

AHK Norway, German-Norwegian Chamber of Commerce fairconcept

That is what the Exhibitor Success programme for Nor-Shipping is about. It equips you to make it happen, with tools you can put to use straight away.

Keep me postedRegistration opens in January.
  • 8 to 11 June 2027
  • NOVA Spektrum, Lillestrøm
  • German Pavilion
  • Next date: information event in mid-January 2027

The space is booked. The Visitor Journey is up to you.

Sound familiar?

  • “The stand was busy. But hardly any of the right visitors came by.”
  • “Our first line at the stand? ‘Can I help you?’”
  • “What visitors tell their colleagues about us after the fair, we don’t really know.”
  • “We collected plenty of business cards. What happened after that is still fairly open.”

The fair shows how well prepared you are.

That's why, in this programme, you build your participation concept.

Your participation concept.

It answers every question Nor-Shipping raises for you, before you spend any money: briefing, positioning, stand logic and Visitor Journey. It isn't a stand design or a creative concept. It's the foundation both are built on.

What the participation concept leads to

Participation concept

Briefing · Positioning · Stand logic · Visitor Journey

  • Stand design
  • Graphic design
  • Social media and campaigns
  • Invitations and pre-fair communication
  • Team and training
  • Lead management

Here's how it comes together: January to June.

After the information event in mid-January, there are two open sessions in February. In the first, you learn to work with the Playbook, Workbook and Prompts. In the second, the Strategy Test shows where things are stuck. If you want to go deeper, you continue one-to-one with us in March.

  1. Mid-January 2027Information eventInvitation via AHK Norway, introduction to the programme
  2. February 2027Open session 1Working with the Playbook, Workbook and Prompts
  3. February 2027Open session 2Strategy session: where are things stuck? Followed by open questions
  4. March 2027MesseCode one-to-one, optionalReview the briefing, develop positioning, stand logic and Visitor Journey, set up project manage­ment
  5. End of March 2027Participation concept in placeInvitations, meetings and conver­sations are planned.
  6. Mid-April 2027Print deadline, German PavilionPositioning and messages go to print.
  7. 8 to 11 June 2027Nor-ShippingNOVA Spektrum, Lillestrøm

We'll announce the dates of both open sessions as soon as they're fixed. Registered participants will receive them directly from us.

After the fair, the same four sentences sound like this:

  • “We had the right visitors in our calendar before the fair even started.”
  • “Our first line makes people curious, and they stop.”
  • “Our visitors tell their colleagues exactly what they saw with us and why a meeting is worth it.”
  • “The business cards have turned into meetings, and everyone knows who follows up when.”

Your participation concept will be in place by the end of March.

The Visitor Journey is at its heart, because your stand on the German Pavilion is already in place. That's why you plan your visitors' whole path, from the first invitation to the next step after the fair.

  • Before the fair

    Who do you particularly want to invite, and how do meetings get booked?

    Invitations, meetings and messages that are already working before anyone reaches Lillestrøm.

  • On the stand

    How can you tell in conversation who is relevant, and what do you note down?

    Stand graphics, exhibits and conversations follow a single thread. Contacts are captured in a way your follow-up can build on.

  • After the fair

    What will you follow up with, so that people are expecting your call?

    A reason to get back in touch, set up on the stand, and follow-up that turns contacts into projects.

Five conversations with the right people are worth more than fifty business cards.

We show you how.

With the Playbook and Workbook, you build your participation concept yourself, step by step through the MesseCode. For every exhibitor on the German Pavilion.

  • Playbook. MesseCode across seven levels, in full.
  • Workbook. Your workbook, level by level, plus prompts for your AI.
  • Strategy Test. Where you stand across the seven levels.
  • Two open sessions. Online, 90 minutes each: working with the tools, and a strategy session that shows where things are stuck.

By the end, you'll have your participation concept: briefing, positioning, stand logic and Visitor Journey.

€0

AHK Norway covers this for you.

Keep me postedRegistration opens in January.

We sharpen it with you.

In the one-to-one sessions, we review your briefing and work out your positioning, stand logic and Visitor Journey with you individually.

  1. 1

    Review the briefing. Who you want to reach and what you tell them.

  2. 2

    Develop positioning, stand logic and Visitor Journey. Who you invite through which channels, and what should happen at the stand.

  3. 3

    Set up project management. So that it carries you all the way to the fair.

Three online sessions, 60 minutes each, in March.

€699

per company, plus VAT, for businesses only

Request one-to-one

You don't have to decide now. You can add the one-to-one after the open sessions.

What participants in previous programmes say.

  • “We work differently with trade fairs than before. Thanks to the programme, our view of our own business has changed as well.”

    Adam Sulaiman CEO, DastN GmbHGITEX Global 2026

  • “We’ve seen at several trade fairs that simply hoping for random visitors to the stand doesn’t work. So this time, we’re inviting the right people in advance.”

    Martin Plücker CEO, AlgoMindsGITEX Global 2026

  • “Very insightful and very helpful, especially for taking a fresh look at our own trade fairs.”

    Katharina K. Global Marketing

  • “MesseCode was a real game changer.”

    Diana Dietz Project Lead, Fürstenberg InstitutMesseCode 1:1

Keep me postedRegistration opens in January.

Is this relevant to me?

  1. Goals

    What exactly should Nor-Shipping achieve for your company?

    What this level produces: One clearly worded primary goal, two secondary goals at most, explicit non-goals, and for every goal a way to tell whether, and by when, you've reached it.

    From the Playbook:If you could name just one figure after the fair to say whether it was worth it, what would it be?

    1 unclear510 clear

  2. Company and market role

    Who are you at this fair, relative to your competitors and the market?

    What this level produces: Your Company Profile for this fair: how you see yourselves compared with how others see you, where you sit among your competitors, and a clear statement of what your company stands for at this event.

    From the Playbook:Describe your role in one sentence without using “innovative”, “leading”, “partner” or “solution”. What's left?

    1 unclear510 clear

  3. Product and service logic

    Which offering carries your presence?

    What this level produces: Your Product Profile: a deliberate selection for this fair, a reason for every product on the stand, and an opening topic that gets conversations started.

    From the Playbook:You have to drop one of your core products. Which one, and what would become clearer?

    1 unclear510 clear

  4. Ideal customers and decision-maker roles

    Who do you want to meet at your stand, and in what role?

    What this level produces: Prioritised ideal customer profiles, two or three decision-maker roles for each, with their needs, and a simple test your team can use to spot a conversation that isn't relevant.

    From the Playbook:Name three real companies that fit your ideal customer profile.

    1 unclear510 clear

  5. Argument structure

    Which argument convinces which role?

    What this level produces: For each of your priority decision-makers, one to three complete lines of argument using FAB+T: feature, advantage, benefit, and the proof that makes it credible.

    From the Playbook:Your visitor hears your value proposition and just says: “So?” What do you say next?

    1 unclear510 clear

  6. Touchpoint logic on the stand

    Which touchpoints and exhibits back up your arguments?

    What this level produces: A job for every touchpoint: what a visitor needs to do, understand or check there. Exhibits only where they serve a purpose.

    From the Playbook:What will a visitor say about your stand over dinner that evening?

    1 unclear510 clear

  7. Visitor Journey

    How do you take visitors from the invitation to the next step?

    What this level produces: The visitor's path before, during and after the fair: a reason to visit for each target visitor, an opening line and a qualifying question, and, for every possible outcome of a conversation, the next step and who owns it.

    From the Playbook:Who writes the follow-up message, and on which day?

    1 unclear510 clear

Rate each level from 1 to 10. The full test goes deeper and shows where your biggest risks are.

Take the full Strategy Test

Show the seven levelsGet to know the MesseCode

The German Pavilion and the programme.

AHK Norway organises the German Pavilion. fairconcept supports the exhibitors on strategy and content.

  • AHK Norway, German-Norwegian Chamber of Commerce

    AHK Norway, German-Norwegian Chamber of Commerce

    Organiser, German Pavilion

    Organises the joint pavilion and is your main contact for taking part in it. Invites the exhibitors to the information event.

  • fairconcept GmbH

    fairconcept GmbH

    Strategy and content support

    Designs and runs the Exhibitor Success Programme, with sessions, Playbook, Prompts and Strategy Test. Registration and questions about the programme go through fairconcept.

Key facts and how to take part.

  • Nor-Shipping 2027The fair

    8 to 11 June 2027, NOVA Spektrum, Lillestrøm, near Oslo. The Opening Ceremony on 7 June is by invitation only.

  • German PavilionYour presence

    A joint pavilion organised by AHK Norway, your main contact for taking part.

  • Mid-January 2027Information event

    AHK Norway invites every exhibitor on the German Pavilion, and we present the Exhibitor Success Programme there. The exact date is still to be announced.

  • Mid-April 2027Print deadline

    Print files for the joint pavilion are due. By then, your Visitor Journey has been in place since the end of March.

Nor-Shipping 2025

63,698
visits
1,012
exhibiting companies
104
countries of origin

Source: Nor-Shipping, 2025 results

How to take part.

  • Attend the information eventMid-January

    As an exhibitor on the German Pavilion, you'll receive the invitation from AHK Norway. We present the programme there.

  • Register with fairconceptFrom January

    When you register, you receive the Playbook, Workbook and Prompts. We'll announce the dates of both open sessions as soon as they're fixed.

  • Go deeperAs needed

    If you'd like to go deeper, add the MesseCode one-to-one.

Keep me postedRegistration opens in January.

The programme is voluntary and intended for exhibitors on the German Pavilion at Nor-Shipping 2027. It runs separately from your place on the pavilion. Registration and questions: messecode@fairconcept.de

Before anything goes to print.

In 2025, visitors from 104 countries came to Lillestrøm to see 1,012 exhibitors. On the German Pavilion, many companies share the same banner. What your company stands for beyond that is something you settle in February.

Keep me postedRegistration opens in January.

The programme is intended for exhibitors on the German Pavilion at Nor-Shipping 2027 and runs separately from your place on the pavilion. Registration and all questions about the programme: messecode@fairconcept.de