Metso Outotec’s more market-specific and multi-channel approach to its post-COVID 19 pandemic customer engagement strategy will focus on having local representation through its sales organisation or its distribution partners and an increased focus on regional Metso Outotec branded events, in partnership with distributors where applicable.
Metso Outotec will also increase opportunities for customers to engage with the company digitally, whether via its websites, through webinars, or via online tools and events that help customers explore problems and solutions.
Commenting on Metso Outotec’s withdrawal from MINExpo 2021 and bauma 2022, a company statement read: “Despite our withdrawal from exhibiting at these two tradeshows, we will ensure that some commercial representation will be present, focused on targeted meetings and relationship-building. These will take place in the form of physical, digital, and hybrid events. Where we have physical events, we aim to minimise as much as possible travel and ensure a safe environment where we avoid having large crowds of people.
“We have not ruled out future participation at these or other large tradeshows; instead, we will allow our customers’ behaviours and preferences to drive our ongoing marketing strategy development.”
Currently, Metso Outotec’s McCloskey brand will still feature at bauma 2022.
"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,” says Lilli Nykänen, Metso Outotec vice-president of marketing. “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.”