Volvo CE adopts new marketing strategy; will not attend bauma 2022
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In light of evolving customer behaviour which has accelerated due to the Covid-19 pandemic, Volvo Construction Equipment (Volvo CE) has announced a new marketing approach aimed at closer engagement with its customers.

The shift will involve: an increased focus on local market Volvo branded events, together with dealer partners, to build stronger and more sustainable customer relationships; a commercial marketing approach aimed at seamless integration of developing digital and traditional marketing channels; and increased investment in digital channels and campaigns to reflect changing customer touchpoints and behaviours.

As a result, Volvo CE has decided not to attend the next bauma, the world’s largest trade show for construction machinery, building material machines, mining machines, construction vehicles and construction equipment which is scheduled to take place from 4 to 10 April 2022 in Munich, Germany.

“Despite our withdrawal from next year´s event, we have not ruled out future participation at bauma or other tradeshows,” said Carl Slotte, head of Region Europe at Volvo CE. “We will continue to review the way our customers want to interact with us and base our strategy on their needs and demands.”

Volvo CE will be refocusing on its own purpose-built audience outreach combining physical, digital and hybrid events. “The move will allow for a more flexible, tailor-made offer, however and wherever the customer wants to interact with Volvo products and services,” said the company. 

“The new approach has been influenced by changes in customer behaviour and needs which have accelerated during the Covid-19 pandemic. It also reflects increasing demands being made to do business in a more sustainable manner and to reduce the company’s environmental footprint.”

Mr Slotte said, “Whilst physical interaction remains very important, we are beginning to see significant changes in the way our customers want to engage with us both digitally and face-to-face. This is driven both by technological possibilities of doing business more efficiently and the increasing need to do business more sustainably.”