Groups exhibiting abroad
Pavilions and export programmes. You prepare the participating companies together, before stand construction and print begin.
MesseCode Partner Programme
Your market. Your clients. Our method.
Add the strategic preparation of whole exhibitor groups to what you already offer. As a MesseCode Partner you run Exhibitor Success programmes in your own market, under your own name, with your own clients. You bring market knowledge and experience, we qualify you for the method and stay your partner on it.
Let's talk →
45 to 60 minutes, no obligation, with Lars Lockemann
See the partner programme ↓
Your new role
- Founded in 2000
- More than 800 exhibition projects
- Four group programmes commissioned
Your new role
You bring the exhibitors together. Now you can prepare them too.
You know the companies, the industries and the way business is done in your market. Exhibitor preparation builds on that knowledge.
Anyone who organises a pavilion, runs an export programme or assembles an association appearance brings companies to one place. What happens there is decided beforehand: what the participation should achieve for each individual company, who it wants to meet, and what will convince those people at the stand.
That is the layer you can offer yourself from now on. With MesseCode, organising a participation becomes a programme that prepares the exhibitors. For you it is an additional service. For your exhibitors, a presence built on their own decisions.
Groups exhibiting in your market
Organiser and show programmes. You give the exhibitors at a show a preparation that carries their participation.
Single-industry groups
Associations, networks, clusters. You work with companies addressing the same customers, and sharpen what sets each of them apart.
Online, on site or hybrid. You decide the depth, the format and the price.
A group of exhibitors is more than a row of stands.
The moment
Exhibitor Success is a new discipline. We are building it right now.
Exhibitor Success. Exhibitors put their strategy into practice themselves. We make sure they can.
fairconcept was founded in 2000. More than 800 exhibition projects later, that work turned into MesseCode. For a long time we prepared exhibitors one by one. This year fairconcept is carrying the same method over to groups.
Four programmes are commissioned.
GITEX Global · Dubai · December 2026
Pilot programme of the German Federal Ministry for Economic Affairs and Energy, together with AHK UAE, for the exhibitors on the German Pavilion.
BIOFACH · Nuremberg · February 2027
With NürnbergMesse, for the startup area within Young Innovators.
OMT-SUMMIT · Düsseldorf · March 2027
Nor-Shipping · Lillestrøm · June 2027
With the organiser OMT, for the exhibitors at the conference.
With AHK Norway, for the exhibitors on the German Pavilion.
One ministry, two organisers, one chamber of commerce. Technology, organic food, online marketing, maritime industry. Four different shapes, and the same method underneath all four. That is what makes it transferable, to your market and your exhibitors.
The method
Seven levels. One sequence.
MesseCode is a decision framework. Seven areas an exhibitor should settle before stand, materials and communication are produced. Each level builds on the one before.
- 01 Goals
- 02 Company and market role
- 03 Product logic
- 04 Ideal customers and decision-maker roles
- 05 Argument
- 06 Touchpoints and exhibits
- 07 Visitor journey
The sequence is binding. What is decided at level 1 carries through to level 7, and what becomes visible at level 6 corrects level 2.
The tools come with it: the MesseCode Playbook holds the full framework, the MesseCode Prompts walk a company through the seven levels with AI support, and the Strategy Test works as an entry diagnosis. In English and German, with further languages as the partner network grows.
Working together
Your clients. Your name. Our method.
You run your programmes independently. We stay your partner on the method.
Use the name.
You are a certified MesseCode Partner and you say so: in your proposals, on your website and in front of your clients.
Work with current material.
You work with the MesseCode Playbook and the prompts that go with it. fairconcept develops both further and gives you every updated version, including the exhibition-specific material we build for associations and pavilion projects.
Your clients stay yours.
You hold the client relationship, you set your terms, you lead your projects. When a case gets difficult, we are reachable.
Agree your scope.
Some partners work in one country, some in one industry. We agree the scope together at the start. Work with individual companies stays with fairconcept. Your field is the groups.
Belong to the network.
We are building a partner network where experience from different markets comes together. Whoever joins now is part of it from the start.
The system stays binding. What you bring is your market: your industry, your companies, your language.
The qualification
Seven sessions. Then you run your own programme.
One session per level, worked through on real cases from your own market. Lars Lockemann and Anna-Katharina Esche lead every session personally. The group stays small so the work stays specific.
After that you run an Exhibitor Success programme on your own: from clarifying the goals with the host, through the sessions with the exhibitors, to the follow-up.
7 online sessions
4 hours each
max. 5 participants
“We pass MesseCode on because we want the method to work for more exhibitors than we can reach ourselves. You know your market better than we do.”
You complete the programme and become a certified MesseCode Partner. The certification holds for as long as the partnership does.
Terms are agreed individually, depending on the scope you want to cover. Bring your market to the conversation and we will work out what fits.
What happens next
Which group would you like to prepare?
Tell us about your market, your exhibitors and what you want to offer them. We will look together at whether a MesseCode partnership fits your next step.
Book a conversation →
45 to 60 minutes · no obligation · with Lars Lockemann
Prefer email? messecode@fairconcept.de
For chambers and associations in Germany: Associations and chambers