FROM THE EDITOR
FROM THE EDITOR WHILE TRADE SHOWS RESTART, QUESTIONS ABOUT HOW THE INDUSTRY CONNECTS REMAIN
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here is an interesting shift occurring in the heavy equipment industry that may change the way contractors research and buy their new machines going forward, and it all has to do with that nasty virus that keeps lingering around. Back in March of 2020, the Baum Publications team got together for a group dinner at a lovely restaurant in Las Vegas as we wrapped up our coverage of CONEXPO/CON-AGG. We went our separate ways the next day and spent the next two weeks quarantining as COVID-19 rolled across North America. CONEXPO was the last live event that I attended prior to locking down, and it was the last major trade show that most manufacturers, construction media and buyers took part in. As an industry, we’ve been doing a lot of communicating in the virtual world, whether it’s for inter-office communication or broader activities. From the equipment journalism side of the equation, we have spent many hours in virtual press conferences and presentations since CONEXPO. Where we previously connected in person with manufacturers and their experts at trade shows and corporate events, we are now connecting online more than ever. We still get the key details on new launches and have the opportunity to connect with experts to go deeper, but the lack of hands-on time and use of videos for walkarounds do make a difference. This probably all sounds familiar to anyone who has bought a new machine during the pandemic. Dealers have also been seeing many customers virtually, using streaming video and otherwise finding new technologies that keep them in contact with their clients while maintaining a level of safety. As we move forward in our response to COVID-19, we are starting to see a shift back toward the familiar, however. Notably, in the second half of 2021 a number of large trade shows have taken place – with COVID safety plans. September saw the return of the Utility Expo in Louisville, Kentucky, and the result was what organizers said was the largest event in the show’s history with more than 900 exhibitors and over 16,500 attendees. Las Vegas hosted the ARA Show in October, also with positive response. European events are also ramping back up, with show organizer Messe Munchen reporting that multiple events have proven that in-person shows can be held safely.
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heavyequipmentguide.ca | NOVEMBER/DECEMBER 2021
Connecting at trade shows can be a big part of manufacturers’ sales efforts, but this past year has proven that customers are willing to work in a virtual way, and some companies are moving in that direction. Connecting at trade shows can be a big part of manufacturers’ sales efforts, but this past year has proven that customers are willing to work in a virtual way, and some companies are moving in that direction. Several large names, including Volvo and Caterpillar among others, have stepped away from their traditional large displays at next year’s bauma trade show in Germany, and have said they will focus on smaller, customer-oriented events moving forward. The pandemic has changed many of the ways we do things, both personal and professional. For the construction sector it is changing, to some extent, how we learn about and purchase new equipment. Next year will be an interesting as we explore these changes and determine which ones will be permanent and which are temporary.
Lee Toop Editor ltoop@baumpub.com heavyequipmentguide.ca
