Messe Stuttgart: exhibitor and speaker communication – consolidated across all channels.

Around a trade show, countless enquiries converge – from exhibitors, speakers and visitors, across every conceivable channel. Messe Stuttgart uses HeroChat to consolidate this communication and noticeably ease the load on its team.

Messe Stuttgart & Fox & Friends

For Messe Stuttgart, the agency Fox & Friends runs and organises various trade shows in the health and longevity sector – including the ALIVE format. Around these events, a high demand for communication arises: exhibitors have questions about stand space and logistics, speakers coordinate their programme slots, and visitors want fast, reliable answers.

The challenge: many channels, one team

Enquiries reach the organisation across numerous channels – and take up a lot of time. Much of it is resolved in phone meetings, which pile up and burden the internal team. In the hot phase before a trade show in particular, this time is exactly what's scarce. What was needed was a solution that enables support and sales across additional channels without tying up more staff.

The solution: HeroChat as a central addition

HeroChat was deployed as the ideal addition to handle customer enquiries and consolidate communication with exhibitors and speakers. Support and sales can thus be offered across various additional channels – where exhibitors, speakers and visitors are already messaging anyway. The internal team is relieved, and time-consuming phone meetings are reduced to the essentials.

FAQs, SOPs and canned responses

The key lies in the smart use of FAQs, SOPs (standard operating procedures) and canned responses. Recurring questions are answered automatically and consistently, processes follow clear templates – and communication is thereby made fit for the future, step by step. Instead of handling every enquiry from scratch, the team draws on a growing, well-maintained knowledge base.

Ready for agents and agentic workflows

The structured knowledge base is also the foundation for the next step: within a manageable timeframe, Messe Stuttgart can set itself up for the use of AI agents and agentic workflows. What starts today with FAQs and canned responses will be taken over by agents tomorrow – without the organisation having to start from scratch.

The result

Exhibitors, speakers and visitors reach Messe Stuttgart faster and through the channels of their choice; the internal team is relieved and has to invest less time in phone meetings; and communication is set up to be future-proof with FAQs, SOPs and canned responses – ready for the gradual roll-out of agents.

This case study is based on information from Messe Stuttgart and Fox & Friends and serves to illustrate the use case.