Musikmesse 2016 promising more features for trade visitors

By October 21, 2015

Messe is promising enhanced trade features for next year’s show in a bid to assure visitors that its trade focus has not been lost in the new concept.
The new concept, which involves opening doors to the public for the entire show, was announced at Musikmesse 2015.

According to organisers, the coming edition of Musikmesse will offer even more facilities and services for retailers, distributors and the industry, highlighting its importance as an international business platform for the musical-instrument industry.

The ‘Musikmesse Insider’ VIP programme will make visiting the fair more attractive than ever before for buyers, promoting the exchange of expert and business information, as well as specialist education in the sector. Furthermore, there will be a complete hall reserved exclusively for trade visitors at the fair. Under the moniker ‘Business meets Business’, Hall 11.1 will provide the ideal setting for sales, marketing and supplier discussions in a peaceful atmosphere, and give exhibitors the chance to make targeted and flexible presentations to potential and existing customers.

“To understand the expectations that companies have of an advanced trade fair, we listened carefully to the sector and conducted numerous discussions with exhibitors and associations. In many cases, they said they would like to see more activities being undertaken to attract even more international trade visitors to the fair”, explained Musikmesse Director Wolfgang Lücke. “And this is exactly what we aim to achieve with the new concept for Musikmesse 2016 – with specialised programmes and a separate hall for doing business efficiently.”

The extended range of B2B facilities and services includes:

Musikmesse Insider – exclusive benefits for MI retailers The Musikmesse Insider customer programme offers numerous VIP services and facilities to make visiting the fair as efficient and pleasant as possible for buyers. Programme participants will be welcomed at a special reception counter in Hall 11.1 and enjoy free admission to the event, free soft drinks and a cloakroom service, as well as a variety of additional extras for a successful visit to the fair. Musikmesse Insider is aimed at European retailers from all segments of the musical instrument sector with max. 50 employees. The programme was a complete success earlier this year and attracted over 1,700 registrations. For 2016, the range of facilities and services is being expanded again.

Comprehensive training opportunities at the Business Academy What are the challenges facing bricks-and-mortar trade retailers in this digital age? In what ways have the expectations of customers on the music trade changed? What are tomorrow’s trends likely to be in the musical-instrument sector? For trade visitors and exhibitors, the lectures of the Business Academy in Hall 11.1 not only offer the chance to get a step ahead of the competition in terms of knowledge but also help to understand trends in the sector and draw the right conclusions for their own business model. Top speakers with extensive experience in the industry contribute to an educational programme tailored exactly to the needs of decision makers in the musical-instrument sector. Thanks to simultaneous translations, the lectures will be of benefit to both German and international visitors.

Flexible presentation opportunities in Hall 11.1 Exhibitors can book an exhibition stand in the ‘Business meets Business’ area as a stand-alone solution – or in addition to their presentations in the themed music halls, 8.0, 9.0, 9.1, 10.2 and 11.0. There are no restrictions on stand design in Hall 11.1. There, they can present their products to an audience of trade visitors and demonstrate them via headphones or sound-proof cabins. Musikmesse offers complete packages at a special price for companies wanting to exhibit in both the themed halls and Hall 11.1, as well as for innovative small companies. These small stands are grouped together in the Market Place of Hall 11.1.

Peace and confidentiality for business meetings The Business Lounge, a modern conference area in loft design for undisturbed conversations in a B2B context, is located in the immediate vicinity of the Market Place. Naturally, the Business Lounge can also be used by exhibitors from the themed halls as a meeting place for specialist and business discussions. Additionally, all Musikmesse exhibitors have the chance to book fully-furnished meeting rooms in the Office Lane for a certain period. Measuring 12 square metres, these rooms cannot be seen into from the outside and offer maximum confidentiality.

Discover the music business of the future at the Future Shop Bricks-and-mortar businesses are competing more and more with online suppliers when it comes to informing and advising customers about new products on the market. This change is also being driven by social and logistic developments. Thus, it is all the more important that conventional retailers ensure a progressive in-store experience and take full account of their customers’ needs. On the basis of a best-practice example, the Future Shop in Hall 11.1 shows retailers how to present musical instruments effectively and make visiting the shop a positive experience. The Future Shop also offers valuable insights into the opportunities offered by multi-channel marketing.

Other facilities and services in the B2B context Both exhibitors and trade visitors can benefit from a great start to the second day of the fair at the Business Breakfast in Hall 11.1 and, in a relaxed atmosphere, exchange ideas and information and extend their networks, as well as hear a keynote lecture by a top speaker, while enjoying a plentiful breakfast. In addition, they can also make new contacts at the evening meeting on all days of the fair. Moreover, Musikmesse offers a new Matchmaking programme, especially designed to actively bring together exhibitors and trade visitors.

New concept for Musikmesse 2016 In addition to the new facilities and services for trade visitors, Musikmesse will also increase its appeal to international music aficionados. The themed music halls (8.0, 9.0, 9.1, 10.2 and 11.0) are open not only to retailers and distributors but also to musicians and music lovers on all four days of the fair. They offer a comprehensive overview of the market not to mention special areas with stages for live performances, workshops, lectures, themed catering, meeting lounges, etc., which will make them an even more powerful magnet – and an even more attractive presentation area for exhibitors. Thus, Musikmesse has taken due account of the wish expressed by many exhibitors for more opportunities to come into contact with users. Moreover, there will be cheaper tickets for private visitors from Friday to Sunday. Naturally, business will continue as usual in the themed halls. With the new sequence of days (Thursday to Sunday, 10.00 to 19.00 hrs), Musikmesse aims to give smaller retailers the chance to visit the fair outside of normal business hours. Moreover, Musikmesse will also increase its marketing activities via the global sales network of Messe Frankfurt in over 160 countries and thus further increase the importance of the fair for the worldwide sector.

As in the past, synergistic effects will be generated by holding Musikmesse concurrently with Prolight + Sound, International Fair of Technologies and Services for Events, Installation and Creation. Prolight + Sound runs from 5 to 8 April 2016 and thus takes place at the same time as Musikmesse on the Thursday and Friday. On these days, the admission ticket for Musikmesse also entitles the holder to visit Prolight + Sound.

Full details of the layout of the halls and the product groups can be found at

Further information at


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