JLG takes new marketing approach

JLG Industries, McConnellsburg, Pa., an Oshkosh Corp. company, plans to take a new approach to marketing in light of the coronavirus (COVID-19) pandemic. Planned marketing activities include small, localized in-person events, hybrid events and personalized virtual experiences that integrate digital and traditional marketing channels.

“We will take this opportunity to feature JLG worksite solutions and evolve our line of low-level access solutions, as well as our newest electrified and sustainable technologies,” said Karel Huijser, JLG’s general manager and vice president for EMEAIR.

“With that in mind, we will invest in digital engagement that we can continue forward into the future. We will pair this with smaller, local events, minimizing our carbon footprint. This approach and our ‘New Perspective’ will give customers the flexibility to engage with us face-to-face, digitally or both,” he said.

As a result of these changes, JLG will not attend bauma 2022.

“The global pandemic inflicted a change in behavior among our employees, our partners and our customers. Technology accelerated and improved virtual experiences. Online collaboration, engagement and sharing of information is allowing us to build a ‘New Perspective’ and made us reconsider some of our more traditional marketing efforts. As a result, we have and will continue to leverage and invest in these new and evolving technologies to showcase JLG products in innovative and exciting ways, to engage and collaborate with our global customer base,” Huijser said.