Metso Outotec joins a list of international construction equipment manufacturers who will not exhibit at Bauma next year and instead focusing on local, customer-focused events. The company will not exhibit at MINExpo this fall, either. It said it aims “to minimize as much as possible travel and ensure a safe environment where we avoid having large crowds of people.”
Metso’s marketing strategy
Having local representation either through our sales organization or our distribution partners
An increased focus on regional Metso Outotec branded events, in partnership with distributors where applicable
Increasing the ways that customers can engage with us digitally whether it is via our websites, through webinars, or via online tools and events that help customers explore problems and solutions
The company said it will still have “some commercial representation...focused on targeted meetings and relationship-building.” Its McCloskey brand will be featured at Bauma.
As with Volvo and JLG, the company has not ruled out future participation. It will monitor customer behaviors and preferences as it develops future marketing strategy.
Physical interaction and face-to-face engagement will remain a key component of the Metso Outotec strategy. The goal is to augment that with the increasing possibilities that new technologies bring, allowing for greater efficiency, sustainability, and personalization.
“Our goal is to be closer to our customers and to provide them with the tailored content that they need in the formats that will best suit them,” said Lilli Nykänen, VP marketing, in a prepared statement. “A flexible and adaptive approach is being taken for this across Metso Outotec products and services, as well as across the industries that we serve.
Over the past year, the company has explored many digital-first marketing initiatives including the launch of the Liveroom virtual showroom and the Packed with Performance webinar series. These have been met with great enthusiasm from our diverse customer base and are things we will continue to build on moving forward.”
Source: Metso Outotec
