Atlas Copco says its Power Technique business area is increasing the digital focus of its marketing activities - a move that will see the Swedish quarrying equipment provider withdraw from the 2022 bauma trade show.
The Sweden-based company says Power Technique – the business area of the company that usually attends bauma – has been engaging with its audience in a more targeted way, both in online and offline communications.
It adds that it is moving away from a ‘one-size-fits-all’ approach and will reach out to its customers, who are experts in their field, in a more personalised way, offering relevant content and advice to their specific needs.
The company comments: “Our interaction has evolved drastically in the past two years; the business area embraces a more digital customer journey.”
Atlas Copco provides compressed air machinery, electrical generators, dewatering pumps and light towers for use in applications including quarrying.
The company says the shift to a more digital focus will allow the Power Technique business area to invest more in local and specialised touchpoints – where a personal interaction with the customer ensures more relevant content and, ultimately, a more sustainable customer relationship.
It adds that the greater focus on digitalisation, and withdrawal from events such as bauma, will allow them to support the Atlas Copco Power Technique’s determination to prioritise close personal relationships and digital presence where appropriate and focus more on these tailored customer journeys.
Andrew Walker, president of Atlas Copco Power Technique business area, said: “Our decision to not participate in the 2022 bauma trade show does not mean we will cease to organise physical events. We will become more focused on our customer experience with online and offline touchpoints. A balanced mix of digital and physical events will ensure that we offer the best possible experience to every customer.”
The company says that local tradeshows still hold added value for its business, as they offer the opportunity for local Atlas Copco representatives to engage with customers on a more personal level.
“We want to provide the best experience and the best value to our customers while increasing our brand recognition in the products and solutions that we offer,” says Walker. “We keep monitoring the way customers choose to interact with us, and we’ll continuously review our marketing activities to match these preferences.”
