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Success Stories

Exhibitors Make the World’s Largest Trade Show Even More Successful

bauma 2025 wasn’t just the biggest trade show in the world – it was the beating heart of innovation in the construction industry. Nowhere else do so many experts, market leaders, and cutting-edge technologies come together. Around 600,000 visitors attended bauma 2025, exploring the latest trends and groundbreaking developments showcased by over 3,600 exhibitors. From 7 to 13 April, they filled the 614,000 m² exhibition grounds of Messe München.1 At its 34th edition, the world’s leading trade show for construction machinery, building material machines, mining equipment, construction vehicles and construction equipment once again confirmed its status as an industry giant. With its vast exhibition space, spectacular displays and huge visitor turnout, bauma raised the bar yet again.

Challenges

  • Increasing exhibitor visibility

     

  • Driving visitor numbers

     

  • Creating new revenue streams through digital services for exhibitors

Solutions

  • Exhibitors can boost their brand presence across multiple digital touchpoints along the user journey by booking Branding Packages via the Exhibitor Service Center (ESC).

  • Voucher campaigns help reach a wider audience and boost ticket sales by actively involving exhibitors.

  • Branding Packages are offered as a paid add-on for exhibitors, providing premium marketing space and opening up new digital revenue opportunities for bauma.

Messe München entrance shown during bauma – visual for event case study

Challenges

Challenges of bauma

At a trade show of bauma’s scale, exhibitors face the challenge of standing out and ensuring their target audience finds – and visits – their booth. The goal was to implement targeted measures to ensure not just visibility but active contribution to visitor acquisition. At the same time, bauma aimed to unlock additional revenue potential to further enhance the event’s commercial success.

Solutions

Our Solutions for bauma

bauma has relied on the powerful ADITUS Exhibitor Service Center (ESC) for many years to provide exhibitors with comprehensive support. For the first time, paid Branding Packages were introduced – a key feature enabling exhibitors to showcase their brand via banners and graphics at multiple points along the user journey of their invited partners and customers. Branding appeared at the following touchpoints:

  • Visitor Portal landing page: brand visibility at the very start of the journey

  • Visitor Portal interface: banners during registration

  • Tickets: branding on all e-tickets and mobile wallet passes

  • Entrance terminals: brand presence at the point of entry to the fairground

bauma 2025 visual with the text “Increasing exhibitor visibility” – highlight from success story

To invite specific partners or customers, exhibitors could easily launch voucher campaigns via the ESC. Invitees received a code for free registration. Once redeemed, they were accompanied by the exhibitor’s branding from registration all the way to entering the venue. In this way, hand-picked partners and customers benefited from free admission – and were continually exposed to personalised marketing encouraging them to visit the exhibitor’s booth.

Involving exhibitors in the process and enabling them to send voucher campaigns directly to their own customers paid off in two ways: not only did the exhibitors benefit – bauma also reached a wider audience and increased ticket sales.

Success story visual from bauma 2025 with the phrase “Boosting visitor numbers” – focus on event reach
Visual from a case study with the text “Driving revenue and satisfaction” – business impact message

The sale of Branding Packages and the integration of exhibitors into the visitor acquisition process allowed bauma to generate revenue from digital services while simultaneously increasing exhibitor satisfaction. Through the ESC, ADITUS and bauma delivered an intuitive platform that enabled exhibitors to independently manage their branding and run effective campaigns.

bauma 2025 also marked a major success for ADITUS: the high level of acceptance and the record number of Branding Packages booked by exhibitors set a new benchmark for B2B marketing. ADITUS proved how powerful digital exhibitor marketing can be – enhancing revenue and making events even more successful.

1 Facts and figures about bauma (n.d.). An overview of bauma 2025. bauma. https://bauma.de/en/trade-fair/data/numbers/ [last accessed 18.06.2025]

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