REPORT - CMS Berlin

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.“