For many years now, Boss Cabins have gone down the same route as our competitors in terms of trade shows and advertising. We’ve placed adverts in the major print publications and done the rounds of all the usual industry get-togethers exhibiting our cabins and meeting customers.
For 2019, we’ve had a long and hard rethink.
In previous times, trade shows and magazine advertising were virtually the only way suppliers could alert people to new products and developments. In the digital age, this has all changed. With information now available 24/7 online via websites and social media, these old-fashioned show and mag formats are becoming less relevant and dare we say it, obsolete.
Attending trade shows is both costly and time-consuming, diverting resources and manpower away from the day-to-day activities of a business. They can also generate huge amounts of waste in terms of event-specific promotional materials etc. – not desirable in these eco-conscious times. Now that there are so many other platforms from which we can get our message out to the public, we feel our resources would be better spent in other ways.
Investing in information
Over the next months, we will be investing heavily in our website, updating the information provided and the way it is provided, to give the viewer a clear, concise and honest vision of our products and services. The new improved website will offer total transparency and a wealth of options so the customer will always have the most up-to-date data at their fingertips.
However we know that digital isn’t everything. Choosing not to attend trade shows most definitely doesn’t mean we are turning our back on the chance to engage personally with our customers. In fact, this is one of the reasons we don’t want to go. We would rather spend that money and time on reaching out directly to our customers and potential customers with personal visits and tow-and-shows, a service which has grown massively in popularity since we first introduced it. Rather than a fleeting tour at a trade show, we want the customer to be able to take time to view a cabin properly, see it in action and ask all the questions necessary in the convenience of their own premises. If requested, we can even send a service engineer rather than a salesperson to show the cabin, bringing with her/him a wealth of in-depth knowledge and absolutely no sales pressure. Alternatively, we are always happy to arrange tours of our manufacturing facilities in Bourne.
Au revoir but not goodbye
So although we will miss meeting with all of you at the trade shows, it doesn’t mean you’ll be seeing any less of us. In fact with all our new developments for 2019, we plan to be even more on the radar and in closer contact than ever. Watch this space!
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