JCB “very unlikely” to be attending traditional trade shows in future

By Ian Cameron13 April 2021

Another trade show setback following Volvo’s recent Bauma decision

JCB said that it is “very unlikely” that it will be attending future traditional trade shows when asked if it was attending the Bauma fair in Munich next year.

Graeme Macdonald, its chief executive, said: ”What the pandemic has taught us is how to do business differently and even pre-pandemic we were reviewing whether we attended these trade shows or not because marketing and promotion of products was happening in a different way and that has certainly accelerated in the last 12 months.

“So it is very unlikely we will be attending these traditional type of trade fairs in the future and we will be looking at alternative ways of promotion and marketing.”

Volvo Construction Equipment (Volvo CE) has already revealed that the company will not be exhibiting at Bauma 2022.

The company said it has not ruled out attending Bauma – or other trade shows – in the future.

But in a press release it said customer behaviour has evolved and changed due to Covid-19 and, due to this, the company was taking a new marketing approach aimed at even closer engagement with customers.

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