Volvo CE drops out of bauma 2022, announces new event marketing strategy
Volvo CE has dropped out of bauma Munich 2022, instead choosing to follow a new marketing approach aimed at closer engagement with customers. However, Volvo CE has not yet ruled out attendance at future events entirely.
"Despite our withdrawal from next year's event, we have not ruled out future participation at bauma or other tradeshows," says Carl Slotte, head of the Europe region 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."
In light of evolving customer behaviour which has accelerated due to the pandemic, Volvo CE has announced a new marketing approach which will involve:
- An increased focus on local market Volvo branded events to build stronger and more sustainable customer relationships;
- A commercial marketing approach aimed at seamless integration of developing digital and traditional marketing channels;
- Increased investment in digital channels and campaigns to reflect changing customer touchpoints and behaviours.
Volvo CE will be refocusing on its own purpose-built audience outreach by 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.
The new approach also reflects increasing demands being made to do business in a more sustainable manner and to reduce the company's environmental footprint.
"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," says Slotte.
