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Contractors World  - UK & Ireland
2014 Vol 4 No 2

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How Liebherr GB Approaches Hillhead - continued


Balance is Important

"How do we pitch ourselves? Do we have a tent and a hog-roast or do we have a nice building with all the trimmings?

"It depends on the style of the show. Some events, lend themselves to a straight forward approach others require a little more sophistication.

"It can be difficult getting the balance right because we always have to consider customer expectations and of course budgets.

"Hillhead is an important event for us. It has grown substantially and today demands a higher profile.

"An alternative show style is delivered at the "Vertikal Days" for Cranes and Access equipment, here the organiser has a very strict policy of ‘keep it simple’ and it works because everyone has to play by the same rules.

"Hillhead is an opportunity to show existing customers what’s new and to show others the many Liebherr solutions.

"Our position alongside the working demonstration also adds ‘ambience’ to the stand and allows visitors to see the machines working as well as up close on the stand."



Deciding Plant and Equipment to Exhibit

David Croft does not think that too much emphasis should be placed on ‘what’s new’.
"We have to consider what the customer wants. Not all customers want to see the latest model available. Latest models may be the wrong size, too specialized, etc.

"So, while it is important to show the company’s latest innovations in new products, it is just as important to use it as an opportunity to illustrate how our established machines are still offering efficient solutions.

"Exactly what is of interest varies from customer to customer. Some customers will want to move maximum amount of material in minimum time. Time being the determining criteria, not fuel.

"Other customers want increased productivity with greater all round efficiency. i.e. low fuel and maintenance costs. Others want machines that can multi-task, so machines are used to maximum.

continued >>>

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