JLG Industries said it will not attend Bauma 2022, citing the pandemic and its affects on behavior. It will instead focus on localized marketing.
“The global pandemic inflicted a change in behaviour among our employees, our partners and our customers,” said Karel Huijser, general manager and VP for EMEAIR, in a prepared statement. “Technology accelerated and improved virtual experiences. Online collaboration, engagement and sharing of information is allowing us to build a ‘New Perspective’ and made us reconsider some of our more traditional marketing efforts. As a result, we have and will continue to leverage and invest in these new and evolving technologies to showcase JLG products in innovative and exciting ways, to engage and collaborate with our global customer base.”
Planned marketing activities include small, localized in-person events, hybrid events, and personalized virtual experiences that seamlessly integrate digital and traditional marketing channels.
“We will take this opportunity to feature JLG work site solutions and evolve our line of low-level access solutions, as well as our newest electrified and sustainable technologies,” Huijser stated. “[W]e will invest in digital engagement that we can continue forward into the future. We will pair this with smaller, local events, minimizing our carbon footprint. This approach and our ‘New Perspective’ will give customers the flexibility to engage with us face-to-face, digitally, or both.”
The company has not ruled out future participation at Bauma.