JLG withdraws from Bauma 2022
By Lindsey Anderson16 April 2021
JLG Industries, Inc., will not attend Bauma 2022, the company announced.
Karel Huijser, JLG’s general manager and vice president for EMEAIR said, “The global pandemic inflicted a change in behaviour among our employees, our partners and our customers. 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.”
The news follows Volvo CE’s earlier withdrawal and JCB’s more recent statement on Bauma and trade shows.
It also comes just days after JLG debuted its ‘Access Your World’ on-demand digital experience. The virtual hub is a unique, customer-focused experience that “allows visitors to explore and consume information about JLG products, services and technologies, however and wherever they prefer,” the company said.
JLG said its planned marketing activities for the future will include small, localised in-person events, hybrid events and personalised virtual experiences that seamlessly integrate digital and traditional marketing channels.
Huijser added, “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.
“With that in mind, we will invest in digital engagement that we can continue forward into the future. We will pair this with smaller, local events, minimising our carbon footprint. This approach and our ‘New Perspective’ will give customers the flexibility to engage with us face-to-face, digitally or both.”
Despite the decision to withdraw from Bauma 2022, JLG has not ruled out future participation in the show, the company added.
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