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Contractors World  - UK & Ireland
2014 Vol 4 No 2

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Hillhead - The One Place to Navigate to in 2014 - continued

How Liebherr GB
Approaches Hillhead

David CroftHillhead 2014 has established itself as a viable event on the marketing calendar for suppliers to the quarrying and associated industries.

Since its inception in 1984, it has grown event by event by number of visitors and by number of exhibitors.

With the increasing number of trade events, however, few companies can afford the cost of participating at every trade event.

So what makes Hillhead so special? is the question that Contractors World Magazines put to David Croft, Marketing and Communications Manager for Liebherr Great Britain on their approach to exhibitions.

As David explained, it is not as simple as just looking at the cost, the show needs to deliver value to both the visitors and the exhibitors.

"Liebherr is traditionally cautious to participate in a launch event even though there is the argument that there will be the curiosity factor to attract people.

"An important consideration for Liebherr is the large number of industry sectors in which they are involved, it would be very difficult to attend all the shows that run.

"Many of these sectors have a finite number of customers, where the customer base is clearly defined so the opportunity to grow the customer base is restricted (i.e. tower cranes or piling machines). "    So what criteria does the company apply in the UK?

Trade shows are complex in terms of marketing, they present many opportunities to exhibitors and there will be a number of objectives.

David Croft understands the need to have a presence at key events to promote the brand/company values to visitors.

What will make Hillhead 2014 a successful show
for Liebherr GB?

David explains that the success of a show is measured in many different ways.
Sales of course are important but so is education, new contacts, renewing existing relationships, showing new technology and the way in which the company is viewed by visitors.

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