Metso Outotec pulls out of Bauma and MINExpo

Metso Outotec has announced that it will not be taking part in the MINExpo 2021 and Bauma Munich 2022 live trade shows.

Instead, the company said it was launching a new marketing strategy that would incorporate a more “market-specific and multi-channel” approach. This will see Metso focus on local representation, branded regional events and digital events through its website.

It said it did not rule out future participation at these shows or other major events.

Metso said, “The Covid-19 pandemic has changed the way we all interact with each other and we recognize that our customers are looking for safer and more diverse ways to engage with us.”

As a major mining equipment manufacturer, Metso’s absence from MINExpo 2021 will be noticed by many. The exhibition, which is sponsored by the National Mining Association (NMA), is currently due to run from 13 to 15 September in Las Vegas, US.

Metso said that while it had decided not to exhibit at the two shows, it would “ensure that some commercial representation will be present, focused on targeted meetings and relationship-building” and that it had “not ruled out future participation at these or other large tradeshows”.

Moving forwards, the company’s new marketing strategy aims to improve sustainability by significantly lowering travel.  Metso will concentrate on digital and hybrid events, and any physical events the company takes part in will aim to “avoid having large crowds of people”. 

Lilli Nykänen, vice president of marketing at Metso Outotec, said, “Our goal is to be closer to our customers and to provide them with the tailored content that they need in the formats that will best suit them.

“A flexible and adaptive approach is being taken for this across Metso Outotec products and services, as well as across the industries that we serve.”

“Over the past year, the company has explored many digital-first marketing initiatives including the launch of the Liveroom virtual showroom and the Packed with Performance webinar series.

“These have been met with great enthusiasm from our diverse customer base and are things we will continue to build on moving forward.”

Despite its withdrawal from the exhibitions, the company’s subsidiary brand McCloskey will still be featured at 33rd edition of Bauma Munich in Germany, which is now due to take place between the 24 and 30 of October next year, after being postponed.

In April of this year Klaus Dittrich, chairman and CEO of Messe München - the organiser of Bauma Munich - spoke about the future of Bauma and other live trade shows.

Dittrich said, “Digital encounters are not a hundred percent substitute for face-to-face exchanges. In my view, the foreseeable future of trade shows will therefore be characterised by hybrid events, a mixture of online and face-to-face events.”

While a number of major manufactures, including Volvo, JLG and JCB have also pulled out of Bauma Muncih 2022, Bauma CTT Russia 2021 is still scheduled to take place as a face-to-face trade fair from May 25 to 28 at Moscow’s IEC Crocus Expo.