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A joint pavilion is only as good as the exhibitors on it.

For chambers, associations, agencies and export promotion bodies that take companies to a trade fair together.

Preparation is left to each exhibitor.

You take care of the space, the stand build, logistics and funding. How well each company is prepared is up to the exhibitors themselves. Sometimes there's a training session, sometimes a seminar. What's usually missing is structured preparation. That's the gap the MesseCode closes: everyone works with the same method, each on how they present themselves at the fair.

Individual exhibitorsEach one prepares alone, working from their own assumptions.
One methodEveryone works through the same seven levels.
A group that makes an impactEvery exhibitor has a sharper profile, and the group comes across as one.

Three directions.

  • German companies going abroad.

    Preparing for an unfamiliar market: what do visitors there expect, and how do you reach them?

    GITEX Global, DubaiNor-Shipping, Lillestrøm

  • German companies at trade fairs in Germany.

    Joint pavilions run by German states, regions, associations and clusters. Each exhibitor sharpens their own profile, and the pavilion comes across as one.

  • International companies coming to Germany.

    Positioning for the German market: how German buyers make decisions, and what they expect from a stand.

From a single talk to support for every exhibitor.

Each element stands on its own, and any of them can be the starting point. You decide how far to take it.

Lars Lockemann on stage at M1, Zukunftskongress Messe, in Cologne
This talk was most recently given at wtf26 in Frankfurt and at M1, the Zukunftskongress Messe, in Cologne, both in 2026. Photo: expo-media.de

  1. Talk: “Are trade fairs still worth it?”

    The easy way in, because it's the question every exhibitor is asking. 30 to 90 minutes, in person or online. We agree the length, focus and industry angle with you; the method at its heart stays the same.

    Request a talk

  2. The Strategy Test as a webinar

    90 minutes online, and a natural follow-on from the talk. Every exhibitor gets their own score, and you can see where each of them has gaps.

    See the Strategy Test

  3. Learning the MesseCode as a group

    Your exhibitors learn the MesseCode, tailored to your fair and your pavilion. As the pavilion organiser, you also get your own edition of the Playbook. In a second, open session, we answer the questions that have come up in their work.

  4. Support for individual exhibitors

    Exhibitors who want to work through their briefing, positioning and Visitor Journey with us can do so one to one. You decide how much one-to-one consulting is included. Exhibitors can also book more themselves.

Where it's already running.

  1. GITEX Global 2026

    See the programme

    7 to 11 December 2026 · Dubai · German Pavilion

    A pilot programme of strategic preparation for German exhibitors, commissioned by the German Federal Ministry for Economic Affairs and Energy (BMWE).

  2. Nor-Shipping 2027

    See the programme

    8 to 11 June 2027 · Lillestrøm, near Oslo · German Pavilion

    A programme of strategic preparation for exhibitors on the German Pavilion, running alongside the joint pavilion organised by the German-Norwegian Chamber of Commerce (AHK Norway).

BIOFACH runs as a programme for organisers.

Frequently asked questions.

Is the talk a sales pitch?

No. No sponsor pitch, no special offers. Anyone who wants to keep working with us afterwards will find their own way to us.

Can your exhibitors get the Playbook?

Yes. The MesseCode Playbook runs to around 50 pages and arrives by email within 24 hours. The method is out in the open: anyone who wants to apply it themselves can.

Can exhibitors contact us directly?

Yes. They get 30 minutes with Lars Lockemann, without you having to act as go-between. We'll tell them honestly what fits, even if that means pointing them somewhere else.

Who decides what your exhibitors are told?

You do. You see in advance what will happen, and you decide what to tell your exhibitors.

German Chambers of Commerce Abroad (AHKs), chambers of industry and commerce (IHKs), associations, cluster initiatives, regional and national economic development and export promotion agencies, ministries, and anyone else who organises a joint pavilion.

Planning a joint pavilion?

Tell us about it, and we'll tell you which element suits your group.

Talk about your pavilionRequest a talk

Working internationally and want to offer Exhibitor Success yourself? See the partner programme