REPORT - CMS Berlin

THE TRADE FAIR MAGAZINE FOR THE CLEANING INDUSTRY
Welcome to the CMS 2011, the
international trade fair for cleaning
systems, facility management and
services. Regarded as being the
most important meeting point for
the industry in the next year, it will
be offering its visitors a comprehensive
supporting programme of
conference events. The organisers
of the trade event held in Berlin
every two years recorded considerable
interest among potential
exhibitors following the launch of
the international canvassing, advertising
and press campaign for
the CMS Berlin 2011. All in all, up
to 350 exhibitors are expected at
the Berlin exhibition grounds, with
almost 25,000 square metres of
space at their disposal to present
themselves and their innovative
ideas in an eye-catching manner.
They will be competing with
one another to attract the interest
of the anticipated 14,000 trade
visitors from around 50 countries,
who will be bringing a great deal
of technical and decision-making
competence with them: more than
70 percent of the visitors to the
2009 fair held leading positions
in their respective companies and
organisations, including buyers
from industrial, trade and service
concerns, private purchasers and
government authorities, as well
as customers from the health sector
and the building and property
trade. „The CMS is becoming an
important event within the industry,“
Dr. Christian Göke, Chief Operating
Office of Messe Berlin GmbH,
explains. „This is demonstrated
by the figures for last year‘s CMS
2009, which exceeded even our
24 hours a day.
365 days a year.
Around the world.
CMS Berlin 2011
EARLY BIRD DISCOUNT AVAILABLE UNTIL 30 SEPTEMBER 2010
high expectations. From a qualitative
point of view, what defined
this trade fair was a substantial
increase in the number of trade
visitors from abroad, products and
services representing the entire
market, highly innovative cleaning
machines and agents, and the
presence of major industry decision-makers.“
Extended range of grounds
care products and services
As in previous years, the range of
products and services presented
at the CMS 2011 is extremely diverse.
Exhibitors are presenting
innovative ideas relating to the
three main focal points: Cleaning
(e.g. treating agents, cleaning
equipment and utensils, accessories,
workwear and consumables),
BERLIN, 20 - 23 SEPTEMBER 2011
Ready for the future: CMS Berlin 2011
Representatives from the cleaning industry are already highlighting 20 to 23 September 2011 in their diaries. These are
the dates for the most important European trade fair for the cleaning industry - the CMS 2011: Cleaning. Management.
Services. - when Berlin will be the venue for the complete spectrum of the industry. Any companies wishing to exhibit are
advised to act quickly. As one would say „the early bird catches the worm“, Messe Berlin is offering attractive early bird
discounts up to the end of September.
Photo: Messe Berlin
Management (e.g. software, space
management systems, cost estimating
programmes) and Services
(including cleaning and maintenance
services, catering, waste disposal
and facility management).
Considerable expansion is planned
in the range of exhibits relating
to machines and equipment,
as well as services for all aspects of
grounds care. „One of the main focal
points in 2011,“ according to Dr.
Christian Göke. „This means that
the CMS Berlin is responding to the
growing challenges of the building
cleaning industry, which is now
responsible for maintaining entire
plants or premises nowadays.
These also include the machines
and equipment used for outdoor
cleaning, maintaining park areas,
gardening and landscape gardening
as well as winter services.“
Large crowds expected: many exhibitors and visitors
will be answering the call of the CMS in Berlin in 2011 as well.
Secure your early bird discount
Anyone wishing to join the ranks
of the exhibitors can benefit from
special terms and conditions up to
the end of September: Messe Berlin
is offering an early-bird discount
on the regular stand fee. Potential
exhibitors can download registration
forms in English and German
at www.cms-berlin.com (Exhibitor
CMS Virtual Market Place
The online exhibitor and product search for cleaning systems
and infrastructure services.
www.cms-berlin.com
2009 EXHIBITOR
Photo: rationell reinigen
No. 1 | Volume 2 | September 2010
REPORT
CIRCULATION: 22.000
Service). The high quality standard
of the trade fair is assured by the
support of the BIV (Federal Association
for the Building Maintenance
Trade) in Bonn, the VDMA Trade
Association for Cleaning Systems
in Frankfurt/Main and the IHO
(Hygiene Industry Association) in
Frankfurt/Main. These are the supporting
organisations and instigators
of the trade fair.
See you there!
You can count on meeting up with
an old acquaintance or two at the
CMS Berlin 2011: 95 percent of the
exhibitors said that they were very
pleased with the attendance figures
for the last fair. Furthermore,
when the CMS 2009 came to a
close, 92 percent of the exhibitors
announced that they intended to
come back again for the CMS Berlin
2011. It goes without saying that
new exhibitors are more than welcome.
The Messe Berlin team is happy
to provide information about the
participation options, registration
procedures and the auxiliary CMS
Berlin services. Examples of these
include the CMS Virtual Marketplace®,
where „doing business“ continues
online all year round, as well
as the customised travel packages
that the CMS team puts together
with its partners on behalf of the
participants. So, we look forward to
meeting you in Berlin between 20
and 23 September 2011!
Diversey Deutschland
GmbH & Co. oHG
„Talking about the crisis in general, we
can only say that the echo from the
visitors to our stand indicated the absolute
opposite. We are impressed by the
number and quality of discussions with
potential customers.“
Hans Kielgas, Marketing Director
Advert

Page 2 www.cms-berlin.com
YOUR CONTACTS
Trade fair team puts a shine on the CMS
Preparations for the CMS 2011
are already getting into top gear:
project manager Heike Hemmer and
the other members of the trade fair
team are in the middle of the national
and international canvassing,
promotion and press campaigns for
Europe‘s most important cleaning
trade fair in 2011. A new key visual is
being used to present the CMS with
immediate effect in order to achieve
a stronger visual impact. The motif
with upper-case letters highlights
the presentation of the brand name
and expresses the key competencies
and attributes of the trade at a
glance: cleanliness, brightness, polish
and radiance. The large proportion
of blue in the background is not
only pleasing to the eye, it also reinforces
the effect on the viewer.
Your contacts
Heike Hemmer is responsible
for coordinating
the „CMS“ trade
fair project as a whole
from the conceptual
planning and the coordination
of all national and international
canvassing and marketing activities,
right through to budgeting
and controlling. The input from the
diverse activities of the supporting
organisations and CMS partners all
comes together in her hands, where
the individual tasks and working
processes required for successful organisation
of the CMS are decided
2009 EXHIBITOR
Photo: rationell reinigen
Trade Shows 2010
Photo: Messe Berlin
and implemented together with the
members of the CMS trade fair team
and the various service providers.
Heike Hemmer,
Project Manager
Phone: +49 30/30 38-21 09,
e-Mail: hemmer@messe-berlin.de
21.09.–24.09. InnoTrans 2010 International Trade
Fair for Transport Technology
Innovative Components · Vehicles ·
Systems
01.10.–03.10. YOU 2010 Europe’s leading Youth Fair
music – sports– lifestyle – education
At the former Berlin-Tempelhof airport
06.10.–08.10. belektro Trade Show for Electrical
Engineering, Electronics and Lighting
Mandy Dyll is in charge
of organising and managing
the supporting
program for the CMS
and for overall coordi-
G. Staehle GmbH & Co. KG
columbus Reinigungsmaschinen
„We are very satisfied with the results of
the trade fair. A lot of visitors, expert talks
and greater interest in our new products
were the hallmark of this year‘s CMS. For
us as a manufacturer of machines, CMS
is the right communication platform for
presenting our range of machine floor
cleaning products, services and innovations.“
Jörg-Peter Staehle, Managing Director
07.10.–10.10. art forum berlin
The International Art Show
08.10.–10.10. Gesundes Leben!
Health Fair Berlin Brandenburg
10.11.–14.11. IMPORT SHOP BERLIN
A WORLD FULL OF BEAUTY
24.11.–28.11. BOOT Berlin 2010
09.12.–12.12. HIPPOLOGICA Berlin
International Equestrian Sport
Exhibition
Whole-hearted involvement: the CMS team presents the new key visual.
nation of the CMS Purus Award,
which includes the organisation of
jury meetings, the prize-giving ceremony
and the presentation in the
designated area during the CMS. Her
functions and duties also include
looking after trade visitors, coordinating
the canvassing activities of
Messe Berlin offices outside Germany
and updating the content of the CMS
web site.
Mandy Dyll,
Project Organiser
Phone: +49 30/30 38-20 43,
e-Mail: dyll@messe-berlin.de
Ute Lemme is responsible
for developing
the promotion strategy
and for the promotional
implementation
of the CMS campaign.
She is point of contact for agencies
and is responsible for the coordination,
management and production
of all advertising media, outdoor
advertising, online advertising, video,
DVD and photographic documentation.
She is also the contact
person for media planning and im-
plementation (advertisements, online
advertising, trade press stand),
the corporate design orientation of
all promotional activities, promotion
budgeting and the internal
monitoring of the promotion
project budget.
Ute Lemme,
Promotion Officer
Phone: +49 30/30 38-18 56,
e-Mail: lemme@messe-berlin.de
Maja Lorenz is responsible
for selling CMS
exhibition space and
for the Exhibitor Service.
She plans the hall
layouts, arranges the
stands, advises exhibitors and trade
fair construction companies on all
issues relating to stand construction,
thereby she is point of contact
to the „Engineering“ department of
Messe Berlin. She is also in charge of
accounting and organises the trade
fair management offices on site during
the CMS.
Maja Lorenz, Project Organiser
Phone: +49 30/30 38-20 35,
e-Mail: lorenz@messe-berlin.de
Everybody‘s here
Wolfgang Rogall is responsible
for all aspects
of press and public
relations work
concerning the CMS,
including the conceptual
planning and implementation of
national and international press relations
and the production of public
information materials (multimedia).
He therefore liaises with the trade
press and news reporting media, organises
and formulates the content
of the press conferences held by the
CMS organisers, looks after the press
centre with his PR team and is on
hand to offer advice and support to
help exhibitors with their public relations
work for the CMS.
Wolfgang Rogall
Press Officer
Phone: +49 30/30 38-22 18,
e-Mail: rogall@messe-berlin.de
Juliane Trempler is responsible
for provision
of the Virtual Market
Place®, the online exhibitor
and product
search engine for the
CMS at www.cms-berlin.com. Her
duties and functions include devising
and introducing new online services,
initiating and establishing
cooperative partnerships for sector-specific
expansion of the platform
and advertising the virtual
platform in the print and online
media. She liaises with agencies
and the online editorial team, as
well as planning, accounting and
monitoring the budget, quality assurance
and statistical analyses.
Juliane Trempler,
Marketing Director
of the Virtual Market Place®
Phone: +49 30/30 38-21 73,
e-Mail:
trempler@mb-capital-services.de
cms_report_255x65_eng.indd 1 13.08.2010 14:05:36
Advert
www.messe-berlin.com

Photo: Messe Berlin
www.cms-berlin.com
MESSE BERLIN OFFICES OUTSIDE GERMANY
Contacts for Switzerland and Italy
Messe Berlin maintains a network
of more than 100 foreign offices
all over the world, which drum
up business for Berlin as a trade
fair venue. This means that exhibitors
and trade visitors in all of the
markets targeted by a trade fair are
able to contact local offices, where
liaison personnel are able to answer
questions and give advice on trade
fair participation and provide assistance
during the critical preparatory
phase. In each of the coming issues
of CMS Report we will be introducing
two Messe Berlin offices outside
Germany. In this issue we will
have a closer look at the offices in
Switzerland and Italy.
Welcome to Switzerland
Basel „Just over a year to go before
the next CMS,“ Heidi Schmieding,
fairTeam‘s CEO happily reports. She
and her fairTeam - an independent
agency - have been championing
all of the trade fairs organised by
Messe Berlin in Switzerland and
Liechtenstein for 15 years now. In
this capacity, the team canvasses
and supports exhibitors, visitors,
the media, associations and other
multipliers. The CMS was included
in the portfolio from the very beginning.
Only a few months ago,
Heidi Schmieding visited „her“
exhibitors at the Interclean, the
industry‘s leading fair, which was
held in Amsterdam in April. In the
course of many discussions, it became
evident that the CMS 2011 is going
to be an important benchmark
again next year. In the meantime,
nearly 20 companies from Switzerland
and Liechtenstein use the
trade fair as a marketing platform
for the key market Germany that
CMS PURUS AWARD
The Oscar of the
cleaning industry
Spotlight on innovations: the
awarding ceremony for the Purus
trophy is a firmly established element
of the CMS supporting programme,
a trophy that has now
become one of the most coveted
awards in the cleaning industry. This
year, for the fourth time, Messe Berlin
is inviting all CMS exhibitors to
submit their products and solutions
to the competition for this award.
Presented for outstanding design,
Photo: iStockphoto
the Purus Award 2011 will be given
to companies with the best product
in each of four categories: machines
(cleaning and maintenance of buildings
and outdoor facilities), equipment
(cleaning equipment and
materials, chemical cleaning agents
and care products, workwear) sanitary
equipment (plant hygiene products)
and management and solutions
(building service software). The
entries will be evaluated according
serves as a stepping stone into the
whole of Europe.
Contact:
fairTeam Messe PR +
Promotion:
Heidi Schmieding
Steinentorstr. 39
4051 Basel
Phone: +41 61/2 81-91 95
Fax: +41 61/2 81-77 91
e-Mail: h.schmieding@fairteam.ch
Web site: www.fairteam.ch
to the professional development
standards that are customary in the
trade. The decisive criteria are as
follows: exemplary quality, functional
quality, quality of use, aesthetic
quality and quality of presentation.
A two-stage selection process by an
independent jury guarantees an objective
evaluation of the entries. The
application documents will be sent
to all CMS 2011 exhibitors automatically
in the late autumn of this year.
The smiling faces of prize-winners: at the last CMS, the coveted award was happily received by: (left to right) Derk Brumma,
Sales Manager for Vikan GmbH; Ralf Bolte, Head of Marketing at FM Nord, CWS-boco Deutschland GmbH; Joachim Steinbiss,
Managing Director of International Tana Chemie, and Markus Asch, Managing Director of Alfred Kärcher GmbH & Co. KG.
Photo: fairTeam
Contact in Italy
Milan „I‘ve always been fascinated
by cleaning machines,“ says
Brigitte Heimann, President of
PROMOEVENTS, a trade fair promotion
agency in Milan and the
Italian address for Messe Berlin
for the last 20 years. She and her
colleague, Maria Cristina Storari,
deal with enquiries of exhibitors,
visitors, associations and the media.
„We took over the agency for
all trade fairs organised by Messe
Berlin on 1 January 1990 and were
already able to persuade the trade
association of machine and equipment
manufacturers, which is very
important in Italy, to take part in
the RT (cleaning technology) trade
fair in the same year. The fact that
the supporting organisations decided
in favour of a single event held
in Berlin in 1998 - the CMS played a
tremendous role in promoting the
internationality of the fair.“ Italy is
one of the world‘s market leaders
in the cleaning machine and equipment
sector. This is one reason why
the Italian participation at cleaning
trade fairs in Berlin is considerably
greater than any other international
presence.
Photo: iStockphoto
Photo: Promoevents
Page 3
Contact:
PROMOEVENTS
Brigitte Heimann
Maria Cristina Storari
via Privata Pomezia 10/A
20127 Milano
Phone: +39 02/33 40 21-31
Fax: +39 02/33 40 21-30
e-Mail: messeberlin@promoevents.it
2011
is the date for the next issue of
Portrait der Branche
Would you like to introduce your company
to the German-speaking building-services
market?
We would be happy to help you:
Gerti Strobel
Telephone: +49 8247 354-163
gerti.strobel@holzmann-medien.de
Manuela Gerstlauer
Telephone: +49 8247 354-264
manuela.gerstlauer@holzmann-medien.de
Have a look at the company portraits of the 2009
issue at www.reinigungkompakt.de
Advert

Page 4 www.cms-berlin.com
IMPRESSIONS, FACTS, OPINIONS
Review of the CMS 2009:
an indispensable marketing instrument
Echoes from the CMS Berlin 2009 confirm that a visit to the international cleaning fair paid off in several respects for both
exhibitors and trade visitors alike - and that the event added new impetus to the trade in general. Trade fair participation
is one aspect that is the subject of particularly scrupulous internal analysis, particularly in times of tight budgets. A review
of last year‘s event may provide some assistance when making a decision on whether to participate again or for the first
time in the CMS 2011.
The bottom line
It will be Europe‘s most important
trade get-together in 2011. The
CMS Berlin 2009 corroborated this
claim once again in 2009. According
to concordant statements by
both exhibitors and trade visitors,
last year‘s trade fair excelled by virtue
of numerous signed contracts,
a high level of decision-making
competence among the trade representatives
in Berlin and an optimistic
appraisal overall. 87 percent
of the trade visitors assessed the
2009 STATEMENTS EXHIBITOR ΄09
Photo: Max Holder
future development of business
in their sector as being positive -
more than half considering it to be
„very favourable“ to „favourable“.
An upward trend was also evident
for the fair itself, with the international
trade fair for cleaning systems,
facility management and services
hitting a new all time high in terms
of exhibitor and visitor figures.
Around 14,300 trade visitors (compared
with 13,700 in 2007) from
more than 50 countries spent four
days learning about the products
Max Holder GmbH
„This was the first time we were at CMS.
We made use of the opportunity offered
by the fair to introduce ourselves to the
service providers and members of the
building cleaning trade. Holder has yet
to make a name for itself in this segment
of the market. We were able to establish
some interesting contacts, however.“
Stefan Heinzelmann, Head of Marketing
The three supporting organisations were able to inform visitors about what the BIV,
VDMA and IHO offer and what they aim to do.
„What can the new machine actually do then?“ Interested visitors wanted detailed
information about the functions offered by the machines and equipment on show.
and services offered by 350 exhibitors
from 24 countries.
The innovations
The presentations on the multifariously
designed trade fair stands
again focused on numerous innovations
- a suitable means of arming
companies to face the challenges
of the pertinent markets. And right
at the top of the list of priorities:
sustainability. The first cleaning
machine powered by an environmentally
compatible fuel cell was
presented at the CMS, for example,
and caused a small sensation. Other
developers focused on reducing
the consumption of chemicals by
automating the process with selfactuating
cleaning agent dispensers,
for example, thereby reducing
the impact on the environment
and on the budget. Others concentrated
on making machines
and equipment more convenient
and easier to use. The sensor technology
fitted into vehicles to help
drivers park more easily has now
been integrated into floor cleaning
machines, for example. Several
exhibitors presented prototypes of
machines that are to be launched in
2010. Another outstanding exhibit:
the first floor care system that unites
four care functions in a single
product. Some manufacturers are
opening up completely new areas
of business with their innovative
ideas. One example of this is a new
type of two-component coating for
wooden floors, which produces results
of almost the same quality as a
new coat of varnish.
The associations
The leading representatives of the
organisations that support the
CMS Berlin 2009 were also enthusiastic
about last year‘s fair. „We
are very satisfied so far. The quality
of CMS continues to be high.
Exhibitors have echoed this and
are very satisfied with the number
of visitors they have met,“ reports
The exhibitors weren‘t afraid of having their products tested in live demonstrations.
The exhibited innovations proved
themselves in practice at the trade and
special shows.
Dieter Kuhnert, President of the
BIV. Bernd Heilmann, Chairman of
the Board of the VDMA Cleaning
Systems Trade Association in
2009, even talks about exceeded
expectations and praises the innovations
on show at the fair. „In
an economically difficult situation,
companies are called upon to
step up the pace of innovation, something
we could see everywhere
in the display halls, and which was
welcomed both by CMS and our
customers.“ And Josef Haentjes,
Divisional Chairman and member
of the Board of IHO, adds: „From
the first day onwards, member
companies of IHO were much in
demand at the fair. We were delighted
that there were so many
decision-makers present among
the trade visitors. There was keen
interest in our innovative products
from both Germany and abroad.“

www.cms-berlin.com
A three-time winner of the Sumo wrestling
world championship, demonstrates
the stability of a floor wiping system.
The exhibitors
96 percent of the exhibitors were
satisfied with their participation
in the CMS Berlin 2009 at the end
of the fair. Asked about the most
important aims, they mentioned
promoting their company and cultivating
its image, fostering existing
business relationships and establishing
new contacts to the target
groups „building maintenance
trade“, „buyers“ and „retailers“. Although
business deals were not in
the foreground, contracts were signed
by more than a third of the exhibitors
in the course of the fair, and
90 percent of the exhibitors forecast
an excellent to satisfactory outlook
for follow-up business immediately
afterwards.
The trade visitors
Most of the trade visitors - 97 percent
of which regarded the result
Almost 25,000 square metres of
space waiting to be discovered by the
visitors.
The CMS supporting programme
included numerous presentations.
Crowds throng around the stands:
record attendance at the CMS 2009 with 14,300 trade visitors from 50 countries.
2009 EXHIBITOR
Photo: rationell reinigen
of their visit to the fair as being positive
- represented the following
sectors: „services“, „the trade“, „industry“
and „wholesale and export
trading“. Around 71 percent of
all trade visitors held senior positions
within their companies such
as chief executive officer, authorised
signatory or head of department
(compared with 64 percent
in 2007). Most of the visitors from
abroad came from western and
Metsä Tissue
„Maintaining close relations
with our customers is important,
particularly in facility management.
CMS offered interesting
opportunities for personal
dialogue.“
Frank Ledosquet, Marketing Manager
Continental Europe & UK
eastern EU countries (Italy, Austria,
Netherlands, Belgium, France, the
Czech Republic and Poland). A particularly
large proportion of the visitors
from non-EU countries came
from Switzerland. 94 percent of the
trade visitors would recommend a
visit to the CMS to their colleagues
or business associates.
At the opening press conference in 2009: Bernd Heilmann, Chairman of the Board of
the VDMA Cleaning Systems Trade Association; Dieter Kuhnert, President of the BIV
of the building maintenance trade; Dr. Christian Göke, Chief Operating Officer of Messe
Berlin GmbH; Josef Haentjes, Divisional Chairman of the IHO (from left to right).
The first ten years of CMS Berlin - Development of exhibitor
and trade visitor figures
Exhibitor
350
300
250
2001 2003 2005 2007 2009
Visitor
15.000
12.000
9.000
Page 5
Eye-catcher:
The conspicuous promotion teams of some exhibitors really drew attention to
themselves.
VISITORS‘ COMMENTS 2009
Christine Riedlberger, Regional Manager Asklepios Service
GmbH (Gauting), with Regional Manager Donald Kretzschmar
„We were able to find out about all of the most important new products
within a very small area at the CMS Berlin. With so many interesting
contacts in one place,
you can more or less take your
pick. It also seems as though
the economic crisis hasn‘t arrived
here yet. Everyone we
spoke to was talking about
doing good business.“
Ulrike Hünies-Heise
(left), Head of the Textile Supply Division KRH Servicegesellschaft
(Hanover), with her colleagues
„We put a lot of thought into
considering the companies that
could be of interest to us before
we came and then approached
them directly. All of the customer
advisors took the time to talk to
use and made our visits very informative.“
Joachim Vogt, Technical Director Brillant Glas & Gebäudereinigung
GmbH (Berlin)
„I was able to take a lot of impressions
from the CMS home
with me. I found the concept
of cleaning with de-ionised water
particularly interesting as it
could make a excellent addition
to our product and service spectrum.
Apart from this, we were
also able to establish and cultivate
contacts with suppliers.“
Stephan Wolff and Uwe Kießling, KK3 service enterprise (Weimar)
„It was the little things at the
CMS Berlin that we found most
fascinating. A vacuum cleaner
that can be emptied easily and
is much quieter than the conventional
ones, for example. Innovations
like this could be extremely
useful in the daily routine.“
Achim Schneider, CEO Schneider
GmbH (Baienfurt)
„The two days at the CMS were
spent very well. I was able to
gather ideas for opening up new
areas of business and see many
new concepts on site for myself.
Altogether a very pleasant experience.“
Photos: rationell reinigen

Photo: Messe Berlin
Photo: Wiedenmann
Page 6 www.cms-berlin.com
VIRTUAL MARKET PLACE®
Continuous exchange
Messe Berlin offers exhibitors,
trade visitors and journalists an
information and communication
platform with the CMS Berlin Virtual
Market Place® at
www.cms-berlin.com,
which enables the
three target groups to
exchange information
and opinions all year
round. More than 340
exhibitors are currently
showcasing themselves,
with company
profiles, contacts and
products. Virtual Market
Place® provides
constant advertising
presence for the exhibitors
and can be
accessed in the Internet
from anywhere in the world.
It offers small and medium-sized
BACKGROUND KNOWLEDGE OF GROUNDS CARE
Everything‘s fine outside
Grounds care is one of the main
focal points of the CMS Berlin 2011.
This is because an ever-increasing
number of companies in the trade
are no longer just making sure that
rooms and offices are clean, but are
also looking after the outdoor facilities.
CMS Report tells you everything
you need to know about this
increasingly important sector.
Any company wishing to persuade
its customers to place orders for
all-inclusive building maintenance
packages cannot afford to leave
the care of exterior surfaces, green
areas, paths, beds, playgrounds,
sports facilities or resting places
out of its portfolio. This is a lucrative
segment that creates tangible synergetic
effects and offers a means
of avoiding productivity losses by
linking inside and outside activities.
At times when the weather makes
it impossible to care for the outside
facilities, the team simply works
inside the building. This eliminates
idle times and ultimately reduces
costs. Such flexibility imposes great
demands on the team, of course.
After all, one can‘t expect every
building cleaning worker to have
green fingers. Nevertheless, he
or she must be capable of mowing
lawns and pruning shrubs just
as professionally as cleaning glass
panels, parquet floors or sanitary
facilities and it is extremely unusual
for someone to be able to do
this without the need for any investments
in further training or an
internal exchange of knowledge.
Add-on or built-on sweepers are predominantly used
to ensure thorough, economic cleaning of roads and paths.
Just one example: the members
of the team must know whether a
shrub buds from the previous year‘s
branches or new shoots. If a plant
is not pruned properly, it will fail to
flower in the following spring.
Equipment pool required
The proper technical equipment
is just as important as know-how.
Ride-on mowers or lawn tractors
are needed to mow lawns, for example,
which account for the largest
proportion of work as a rule,
with around seven cuts per season.
But chain saws, scarifiers and the
good old hedge shears are also
part of the obligatory equipment
for the proper care of most grounds
and properties. The machines are
businesses, in particular, a means of
selectively positioning themselves
and opening up new markets. Companies
can also use the platform to
obtain a good general overview of
the market and the competition,
as well as for effective networking.
Trade visitors are able to find out
about the market, the exhibitors
and their respective innovations
with just a few clicks before travelling
to the fair, thanks to a selective
search function. The visitors can
then contact the exhibitors and
request additional informative materials
by e-mail, for example. The
platform also boasts a calendar and
route planner for optimum preparation
for and follow-up to the trade
fair visit. Incidentally: a new design,
optimised user guidance and the
introduction of an online job exchange
are planned for 2011. Companies
can use this to find qualified
personnel all year round and meet
suitable candidates in person at the
fair.
by no means silent, which means
that it is important to observe the
mandatory rest periods laid down
in the municipal ordinance. These
are times in which the team can
perform noise-free work on or inside
the building. Most building
maintenance service providers
leave caring for plants, tubs and
bowls, and even new planting to
the landscape gardeners. However,
as far as the customer is concerned,
it is a good idea to involve the
grounds care service provider at an
early stage, when planning the layout
of new premises, to assess how
subsequent care will be affected by
the layout and composition. Pieces
of land with deciduous bushes and
trees are very labour-intensive in
the autumn, for example. Evergreen
ornamental bushes offer one
possible alternative to these.
Every season is different
Winter services are an important
aspect of grounds care during
the darker months of the year.
They involve clearing and gritting
roads and paths, as well as remov-
Photo: Wittmoser
2009 EXHIBITOR
2009 EXHIBITOR
Photo: rationell reinigen
Photo: rationell reinigen
ing the cleared ice and snow from
the premises. However, lawns and
sports facilities, graveyards and
parks already make special demands
on the care personnel as early as the
autumn and preparations must be
made in good time. When the leaves
start falling from the trees, they
must be collected and destroyed
at regular intervals. A covering of
leaves would devitalise the growth
of the grass and diminish the lawn‘s
fitness for playing on. Apart from
this, the leaves offer an ideal climate
for the proliferation and propagation
of vermin. And last, but not
least, rotting leaves on paths also
increase the risk of slipping. Power
sweepers with collecting boxes are
very helpful when it comes to removing
leaves - as are leaf blowers.
Although their use is a controversial
issue because of noise and pollution.
But they do offer an advantage,
because useful microorganisms are
left alone to a great extent.
Care in spring and summer
When the first rays of sun reveal
what the winter has left behind
A well-tended lawn is not the product of mowing alone.
Comprehensive maintenance operations are essential.
Hako-Werke GmbH
„We are very pleased with our results at
CMS. The meetings we had with visitors
were of a very high standard. There a
large number of decision-makers at the
fair whom we were able to show our new
products and complementary services.
By the second day of the fair there was
already a 40 percent increase in specific
visitor inquiries over the last event.“
Arne Schmid, Sales Director
Germany
Mobiloclean Handelsgruppe GmbH
„Customers expressed keen interest in
the products and services which were exhibited
at our Cleanworld in cooperation
with the manufacturers. Numerous small
and medium-sized enterprises attending
CMS for the first time were able to find our
about the product highlights at the fair
from the Building Cleaning Forum.“
Frank Fischer, Managing Director
in the green areas, it‘s time for a
spring makeover. Plaster, slabs and
paths must be cleaned thoroughly
and any remaining leaves and vegetation
removed. The lawns that
play a decisive role with respect
to the overall appearance of the
ground must also be brought up
to scratch. Scarification is advisable
in most cases, irrespective of
the general condition of the lawn.
This is because the winter usually
leaves a layer of dead grass and
possibly moss behind. This layer
stops the grass growing freely
because it prevents sufficient oxygen,
nutrients and water getting
to the roots. The scarifier‘s rotating
cutting cylinder throws up the
dead material and slits the surface
of the soil. This produces a hoeing
effect that can be stabilised
on a long-term basis by applying a
layer of washed sand. The summer
is marked by purely maintenance
operations, regeneration and
cleaning work, regular watering,
fertilisation and weeding. All in all,
grounds care is much the same as
building maintenance: quality and
substance can only be maintained
by means of continuous care.
Grounds care from A to Z
If you would like to know more
about grounds care and the
various seasonal demands, visit
the archives at www.rationellreinigen.de
and expand your
knowledge in preparation for
the CMS.

www.cms-berlin.com
GUIDELINE FOR EXHIBITORS
The secret of success: planning!
When the most important representatives of the trade come together at the CMS Berlin 2011
from 20 to 23 September 2011, exhibitors will have just four days to contact the key market
participants and present their own new products and services to the trade in person. It goes
without saying that every detail has got to be just right, which is why comprehensive, well
thought-out planning is the key to a successful trade fair. A few tips from Messe Berlin:
Phase 1 – before the end
of September 2010
A decision in favour or against taking
part in the trade fair is already
made a year in advance. Now is the
time to define the trade fair objectives
and to develop and specify the
stand concept with the desired size
and construction. This also includes a
budget and time schedule. Tip: take
advantage of particularly favourable
early-bird offers for the CMS Berlin
2011 before 30 September 2010. It
certainly pays off to register early.
Phase 2 – from October 2010
Which exhibits and products are going
to fascinate the visitors and pull
them to your stand? Decide on innovations
that you want to present
and think about appropriate information,
advertising and promotion
materials. You can already start the
ball rolling in terms of public relations
work as well. And last, but not
least, you should also check whether
your trade fair portfolio is eligible to
enter for the CMS Purus Award (clos-
We are looking forward to meeting you ...
... at the next CMS.
ing date: planned for the end of May
2011). After all, if you enter the competition,
you will have the chance to
attract more attention.
Phase 3 – from February 2011
You will receive a positioning proposal.
You should contact the trade
fair team and confirm the proposed
position under all circumstances.
Phase 4 – from April 2011
Registration documents, deposit invoices,
exhibitor service folders and
identity cards are sent out to the exhibitors.
It is also time to obtain approval
for the stand construction, if
necessary, as well as placing orders
for stand building and all technical
services, and planning transport to
and from the exhibition grounds.
Think about the stand personnel,
as well as planning campaigns and
events in your very own area at the
fair. Order and plan advertising media,
edit your entry in the official
trade fair catalogue and update your
presentation in the Virtual Market
There we will inspire you once again with innovative procurement solutions for
cleaning, hygiene, personal protective equipment and disposable packaging.
And if you don‘t want to wait until the next CMS – Your igefa-partner is looking
forward to talking to you! By the way: You can now rely on the high performance
igefa service in more than 27 European countries. • igefa. Hygiene For Professionals
Internet: www.igefa.com
Phone: [+49] (0) 33394 51 - 0
Place® (online or via the VMP service
hotline: +49 30/30 38-21 80). You can
also prepare discussion reports and
order additional exhibitor passes and
passes for stand building personnel,
as well as admission ticket vouchers.
Phase 5 – from July 2011
Guests are welcome: arrange appointments
with customers, business
associates and journalists on
your stand and send out invitations.
Think about ensuring that you have
an adequate supply of business
cards and all printed advertising
media - from displays to brochures.
Would you like to book a press box or
advertising space in the grounds of
the trade fair centre, in the catalogue
or in the Virtual Market Place®? The
trade fair team would be happy to
give advice.
Phase 6 – beginning of
September 2011
Time to start packing. Remember to
pack the following essentials: passes
for building and dismantling per-
CMS-Report_dt.indd 1 06.08.2010 15:02:44
2009 EXHIBITOR
Photo: rationell reinigen
sonnel, exhibitor‘s passes, hotel and
travel documents, passport and visa,
admission ticket vouchers and business
cards. Supervise the deliveries of
equipment and information material
to the stand, go through the stand
acceptance procedure with Messe
Berlin‘s construction manager and
brief your personnel.
Phase 7 – during the CMS 2011
The hottest phase of all begins: exhibitors
may enter the trade fair centre
from 09.00 h; visitors have access
between 10.00 h and 17.00 h. A smile
helps to break the ice and you and
your team will soon be caught up in
discussions on the stand. Well-prepared
facts and figures make for concise
dialogues and successful sales pitches.
The trade fair should be used to
cultivate relationships with existing
customers and for networking with
other exhibitors rather than just attracting
new customers. Exchanges
between companies can give rise to
completely new synergetic effects.
And it goes without saying that exhi-
Page 7
Tana Professional
„Audiences were competent, of a high
standard, with more and more visitors
from abroad. From our point of view, the
fair was a success.“
Joachim Steinbiss, Managing Director
bitors should also take the time to go
for a relaxed stroll around the trade
fair centre and take part in the many
seminars and other events that are
on offer.
Phase 8 – after the CMS 2011
When the stand has been dismantled,
it‘s time to start the post-fair routine,
analysing the trade fair objectives,
budget / costs, press echo and
many other factors. Not only that; the
database must be updated, the final
invoice paid and, first and foremost,
the newly established contacts with
visitors must be followed up.
For more detailed information on
preparing for the trade fair, go to
www.cms-berlin.de and click onto
„Exhibitor Service“. If you have any
queries, please do not hesitate to
contact the trade fair team.
Further information:
www.cms-berlin.com
Advert

Page 8 www.cms-berlin.com
THE TRADE FAIR VENUE
Business – made in Berlin
Berlin is an ideal place for global business. There‘s virtually nowhere else in the world
where so many decision makers of the industry, politics, science and culture come together.
The city of Berlin and Messe
Berlin complement one another in
many different ways. Messe Berlin
promotes the increase in prosperity
and the international importance
of Berlin with its programme
of events that attracts people from
all over the world. Europe‘s largest
conference centre, the International
Congress Centre Berlin (ICC Berlin),
which belongs to Messe Berlin,
generates more than 100 million
euros of additional purchasing power
for Germany‘s capital city every
year and makes Berlin the No.
1 convention capital worldwide.
In this respect, Messe Berlin and
the ICC Berlin set an international
benchmark with foreign companies
accounting for more than 60
percent of exhibitors and congress
participants, and they make
a substantial contribution towards
Berlin‘s internationality.
The ideal venue
The trade fair, for its part, benefits
from Berlin‘s central geographic
position. This applies to the megacity‘s
position at the intersection
of the European transport and
trading axes to the same extent
as to the high-volume markets.
However, Germany‘s capital city
is also a political and economic
decision-making centre and the
domicile of eminent national and
international associations and lobbies.
That means that multipliers,
opinion leaders and media are just
a stone‘s throw away. At the same
time, Berlin is a city that is hard to
beat as far as vitality is concerned.
This is where you can relax at the
end of a long, eventful day at the
trade fair, enjoying high-culture or
off-culture in one of the many theatres,
vaudeville shows, concert
halls or clubs, or celebrate successful
business deals in the hip restaurants,
bars or pubs.
This is Messe Berlin
Excellent prospects for a successful
trade fair. Which is why around 80
trade fairs were and are being held
at the Berlin exhibition grounds in
2010. They include six of the twelve
most well-known global trade
fairs, such as the International
Green Week Berlin, FRUIT LOGISTI-
CA / FRESHCONEX, the ITB Berlin,
the ILA, the IFA and the InnoTrans.
Incidentally: all in all, Messe Berlin
is one of the world‘s top ten trade
fair companies in terms of high sales
figures that has its own exhibiti-
BERLIN FACTS & FIGURES
Did you know ...
Photo: Messe Berlin
... that the world‘s largest universal museum is emerging in the
centre of Berlin? The renovation and restructuring of the Museum
Island, with its five monumental structures, is Germany‘s most ambitious
cultural project. A World Heritage Site since 1999, the Museum
Island is expected to shine in new splendour by the year 2015.
... that Berlin is nine times larger than Paris, covering an area
amounting to 344 square miles (892 square kilometres)?
... that the population of the city was at its highest in 1942? At
that time, 4,478,102 people were living in Berlin.
... that Berlin is the most multicultural city in Germany? Of
around 3.4 million residents, more than 470,000 have foreign
passports. People from more than 180 nations live in the city on
a permanent basis.
... that there are around 1,700 bridges in Berlin, which is even
more than in Venice?
Berlin‘s trade fair centre is booming. Approaching by air from the south,
one can see the distinctive semicircle of the southern entrance with halls 1 to 4,
which is where the CMS 2011 will be held.
on grounds. With its commitment
to successful events, Messe Berlin
brings thousands of people from
all over the world together to share
information and sign contracts on
modern trade fair premises and in
a multifunctional congress centre,
which enabled us to welcome
more than 24,000 exhibitors and
around 1.6 million visitors in 2009.
At the same time, the turnover for
Messe Berlin 2009 amounted to
156 million euros - the best result
in an uneven year, which is traditionally
weaker in terms of events.
As Raimund Hosch, CEO of Messe
Berlin explained: „The result
in 2009 illustrated the important
function played by trade fairs that
are successfully oriented to the
pertinent markets, particularly in
times of economic difficulty. And
there is no evidence of crisis-related
cutbacks at the Berlin exhibition
grounds for 2010 either.
Transport connection:
Berlin-Tegel Airport
will still be open for
the CMS 2011
Situated just a few miles from
the exhibition grounds, Berlin-
Tegel Airport will be staying
open until the middle of 2012
in spite of the new Berlin-Brandenburg
International Airport
being built.
This means that Tegel will continue
to be the first choice for
exhibitors and visitors because
of its proximity to the exhibition
grounds. Berlin-Brandenburg
International (BBI) is expected
to open in Schönefeld
in June 2012 - seven months
later than scheduled - and will
concentrate all Berlin air traffic
at one location.
If you want to be successful…
29./30.09.2010, Wiesbaden
8.2010
Topthema � Sport- und Veranstaltungszentren
B 3148
Praxis � Serie: Biotechnologische Reinigungsprodukte
Betrieb � Serie: Vertriebsstrategie
Branche � Übersicht: Gebäudedienste in Deutschland www.rationell-reinigen.de
GEBÄUDEDIENSTE
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Order your sample copy of the leading
German magazine for the cleaning industry:
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IMPRINT
Published by
Messe Berlin GmbH · Messedamm 22 · D-14055 Berlin
Tel.: + 49 30/30 38-21 09 · Fax: + 49 30/30 38-22 27
cms@messe-berlin.de · www.cms-berlin.de
Holzmann Medien GmbH & Co. KG · Gewerbestraße 2
D-86825 Bad Wörishofen · Tel.: + 49 82 47/3 54-01
Fax: + 49 82 47/3 54-1 70 · info@holzmann-medien.de
www.holzmann-medien.de
Editor
Messe Berlin, rogall@messe-berlin.de in co-operation with
Holzmann Medien GmbH & Co. KG, Bad Wörishofen
Responsible in accordance with German press law:
Peter Hartmann · peter.hartmann@holzmann-medien.de
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Holzmann Medien GmbH & Co. KG, Bad Wörishofen
Responsible: Gerti Strobel · gerti.strobel@holzmann-medien.de
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