Research says that 4 out of 5 trade show attendees have buying power.

What it doesn’t tell you is that the odd one out might just be there on behalf of a creative agency, gathering insights into key trends in trade show marketing. Or, in our case, two odd ones out.

Introducing: Nat and Jack, our Senior Account Manager and Client Service Director respectively, who recently attended BAU 2025 in Munich on behalf of Dusted to celebrate our creative work for dormakaba. This also happened to be a prime opportunity to analyse how leading brands in architecture and construction approached their trade show campaigns.

In this article, we share Nat and Jack’s expert insights into the marketing trends observed at BAU 2025.

Key trends in trade show marketing

BAU is the world’s leading trade fair for architecture, materials and systems. It’s a biannual event attracting architects, planners, investors, industrial leaders, and skilled tradespeople. So, the trends we’ll discuss are drawn from architecture and construction-adjacent verticals. But if you have nothing to do with these industries, worry not! Because these insights are equally relevant and adaptable to other sectors.

Now, onto the trends.

Microsites as campaign hubs and paperless brochures

Microsites have become a must-have in trade show marketing, offering focused, purpose-built spaces for all event-related content. Unlike sprawling corporate websites, microsites streamline the experience, making it easy for audiences to access key information without distractions. They are also key in the drive to reduce paper waste, with many brands using QR codes leading directly to their microsite. After all, this virtual brochure is much more permanent than a fleeting physical one which often ends up in recycling or forgotten at the bottom of a bag. But more importantly, it can offer more depth of information through sub-pages and interactive elements.

This year’s best examples showcased clear themes supported by striking visuals and intuitive navigation. They acted as central hubs, bringing together live updates, product brochures, and thought-leadership content like whitepapers and industry insights. These microsites went beyond static one-pagers, instead becoming dynamic engagement tools for building pre-event buzz, sustaining momentum during the show, and leaving a lasting impression long after.

dormakaba’s microsite is dynamic and comprehensive, offering visitors all the information they need.

LinkedIn as the primary engagement platform

In 2025, LinkedIn firmly established itself as the platform of choice for trade show marketing. It’s easy to see why: LinkedIn’s professional audience and focus on thought leadership made it perfect for a high volume of posts, with brands rolling out a steady stream of polished visuals, expert content, and countdowns to build buzz and engagement.

What stood out this year was how some of the biggest names like GEZE went all-in on LinkedIn, dropping Instagram and X entirely. In the past, these platforms were used for their visual and real-time appeal, perfect for behind-the-scenes moments or live event updates. But by 2025, they’d been left behind, likely because they weren’t delivering the same impact.

GEZE doubled down on LinkedIn, with varied posts uploaded at high frequency throughout the whole duration of the fair.

This shift highlights the importance of evaluating platform performance and focusing resources where engagement is highest. For many, that meant a full focus on LinkedIn, where the audience and engagement really delivered.

Thematic pillars anchoring campaigns across channels

A clear thematic structure is key to building a cohesive and memorable trade show campaign. At BAU 2025, brands that used well-defined pillars were able to create messaging that not only resonated across digital channels but also made a strong impact in person. These themes struck a balance between technical details and customer benefits, ensuring both practical relevance and emotional connection.

dormakaba’s clearly defined thematic pillars, structuring their messaging and communications.

But trade shows aren’t just about digital engagement. They’re a rare chance to connect face-to-face, free from screens and distractions. A strong thematic framework helps brands maximise these moments—whether through hands-on product demonstrations, meaningful conversations, or immersive stand experiences. By anchoring discussions in clear, relatable themes, exhibitors can reinforce their messaging in ways that feel authentic and memorable.

For some like dormakaba, themes like “Sustainability” and “Seamless Flow” showcased product functionality alongside environmental and user benefits, providing a tangible link between innovation and real-world impact. Others focused on broader narratives, such as “People” and “Planet,” using human stories to connect with industry-wide challenges. The most effective brands ensured these themes weren’t just marketing copy but part of a larger, adaptable narrative — one that worked just as well in an online campaign as it did in a one-on-one conversation at the stand.

Balancing product details with customer benefits

In specialist industries, the balance between technical details and customer benefits can make or break engagement. Some brands took a product-first approach, focusing heavily on features like precision engineering and advanced connectivity. While this effectively showcased technical capabilities, it often missed the opportunity to connect with prospective customers on a more human level—addressing their specific needs and challenges.

dormakaba, on the other hand, led with a benefit-driven approach. Their messaging centred on tangible outcomes—energy efficiency, operational savings, and seamless user experiences—ensuring their solutions felt relevant and impactful. Crucially, this wasn’t at the expense of technical detail. Product information was still present, but it played a supporting role, reinforcing the benefits rather than overshadowing them.

dormakaba’s impactful messaging weaves both benefits and functionality.

This combination proved the most effective. By making the customer’s challenges the starting point and framing solutions in terms of real-world impact, dormakaba created messaging that resonated across a broader audience while still delivering the depth technical professionals expect.

Videos driving engagement

Video is now a go-to for trade show marketing, and it’s easy to see why. Polished productions showcase innovation and expertise, building trust and credibility. Teaser videos, product highlights, and expert interviews often set the tone, presenting brands as confident and professional.


dormakaba aptly proves its deep industry knowledge by spotlighting its experts in videos

On the flip side, candid videos — like behind-the-scenes clips or employee spotlights — add a human touch, making brands feel more approachable. But there’s a fine line: too unpolished, and it risks undermining credibility, especially on professional platforms like LinkedIn.

Building momentum with pre-event teasers

Pre-event teasers are essential for building buzz and grabbing attention before trade shows. When done well, they create anticipation, establish a brand’s presence, and start conversations long before the doors to the event open. For BAU, the most successful brands used platforms like LinkedIn to highlight employees, innovations, or key themes, at a high posting frequency. On YouTube, teaser videos, especially when boosted via paid sponsorship, ensured high reach to target audiences.

GEZE’s teaser reaches a wide global audience on YouTube.

Done right, these teasers spark curiosity and give people a reason to visit a booth, explore products, or learn more. They’re all about starting the conversation early and keeping the momentum going through the event and beyond.

Humanising brands with people-focused content

Highlighting the people behind a brand is a powerful way to build trust and relatability. It also makes a brand and its people approachable, which is extra important for trade shows. Moreover, featuring employees as experts through interviews, blogs, or coverage of their event presentations, turns abstract solutions into real, relatable stories.

dormakaba once again proving its expertise on LinkedIn.

Well-produced content adds credibility and shows professionalism, while low-quality or overly casual posts, while endearingly human, risk undermining the brand’s image – especially if the brand positions itself as premium. A balance between high-quality assets and a more casual, relaxed tone is the sweet spot for building approachability.

Done well, people-focused content creates stronger connections, making it easier for audiences to trust the solutions and the team behind them. It’s a simple but effective way to humanise a brand.

Sustainability as a core theme

Sustainability was front and centre at BAU 2025, with brands recognising its importance as more than a buzzword. It’s now an expectation. From climate-conscious innovations to energy-efficient solutions, trade show campaigns were filled with efforts to address environmental challenges and meet the growing demand for greener practices.

The most impactful campaigns, like dormakaba’s, integrated sustainability into their messaging and visuals, weaving it into broader narratives about innovation and customer benefits. Whether it was highlighting energy-efficient products, showcasing eco-friendly applications, or addressing climate concerns directly, these efforts resonated with audiences prioritising sustainability in their decision-making.

dormakaba has an entire page on its BAU microsite dedicated to sustainability.

However, simply mentioning sustainability isn’t enough. Brands that took the extra step to tell a compelling story by linking their solutions to real-world environmental impact left a stronger impression. It’s this connection between purpose and practice that modern audiences value, making sustainability a key driver for engagement and trust.

Finally, it’s important to note that all the trends we observed at BAU 2025 — microsites, thematic pillars, benefit-driven messaging, and sustainability as a core theme — aren’t just theoretical. They’re practices we applied in our work with dormakaba, one of our long-standing clients and a global leader in access solutions.

How we supported dormakaba at BAU 2025

With over 16,000 employees across 130 countries and a heritage spanning 160 years, dormakaba is a global leader in the access solutions market. They are also our long-standing client, having defined their corporate design and brand language as part of a global re-brand, among other projects.

For BAU 2025, we supported dormakaba with creative assets that reinforced its core brand pillars. The real highlight, however, was the launch of a new product, skyra, whose branding and go-to-market messaging we played a key role in shaping.

We played a key role in skyra’s branding and go-to-market messaging.

Whether it’s exhibitions, product marketing or brand communications, our focus is always on positioning dormakaba as a forward-thinking industry leader. By aligning every message with their purpose—“For every place that matters”—we help them connect with technical professionals, stakeholders, and decision-makers in a way that’s clear, compelling, and consistent.

In conclusion

Trade shows continue to evolve, and the strategies that worked at BAU 2025 reflect how brands are adapting to meet changing audience expectations. Whether it’s doubling down on LinkedIn, humanising brands with people-focused content, or integrating sustainability into the narrative, the ultimate goal is the same: to leave a lasting impression. These trends don’t just apply to architecture and construction – they’re universal, offering valuable lessons for any sector.

If you’re ready to elevate your next trade show presence with strategic, creative campaigns that connect with your audience, we’d love to help. Get in touch now and let’s explore your unique needs.