The column from Intra Logistik
Hillary Clinton to pick with data glasses
This year's CeMAT was a bit like women's Olympic soccer: hard-working, not very dynamic, but with fairly politically correct commentary, and the free ticket holders in the stands were competing to see who could stifle a yawn better. In short: it looks like soccer, but doesn't feel like it at all.
That's how some see it. For others, CeMAT was a resounding success. Their stand was just as full as the Leitz folders with the trade fair leads and the muzzles of the stand crew, who were wiping the sweat from their foreheads at 6 p.m. and would have loved to dance the samba barefoot on the Maschsee.
Why are some exhibitors whining themselves to sleep while others are high-fiving? It's simple: because they've never been able to lure a trade fair visitor out from behind their high racks with their rumblings, invitations and CeMAT bashing. I prefer to go to the companies that make an effort to attract me: They inform their desired guests intensively about benefits and services, write press releases, get multipliers, party and rock the trade fair. They don't bring a wide armchair as their most important exhibit, in which they wait until the organizer sends visitors by so that they can complain about the quality afterwards.
"The exhibitor is responsible for the success of his trade fair appearance, not the organizer."
Of course, the CeMAT organizers are not known for their exaggerated understanding of smaller exhibitors - others are cleverer at that. And you can argue about how many visitors didn't come because they had to be told 14 days before the start of the trade fair that this CeMAT would be the last in this form. But arguing is pointless. Instead, the CeMAT team now has the new Herculean task of positioning the world's leading intralogistics trade fair alongside Hannover Messe Industrie in such a way that it does not become its appendage, but that Hillary Clinton will be there in 2018 picking orders with data goggles.
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