Skyjack has pivoted its promotional strategy to embrace virtual trade shows as a result of the global pandemic. The company decided to take it one step further by hosting their own online trade show from February 22-26, 2021: SKYWORLD Live.
"We love seeing our customers face-to-face at shows, physically walking them around our machines, and showcasing a number of products all at once, so there were definitely some challenges in pivoting our trade show strategy for 2021," says Malcolm Early, vice president of marketing at Skyjack. "But with the challenges came some opportunities as well, and we realized we could open this up to a wider market than what's typically available at a single show."
The online event will launch a new Skyjack product each day, complete with in-depth product presentations and virtual walk around videos. Collaborating with multiple departments, customers attending SKYWORLD Live also have the opportunity to meet with service, product development, and sales personnel all at once.
"In-person meetings with cross-functional teams adds to the success of our traditional tradeshows, so we knew we had to include a way for those meetings to still take place throughout SKYWORLD Live," explains Ken McDougall, president at Skyjack. "Using a dedicated meeting platform, and blocking SKYWORLD Live dates for our team, we're ensuring dedicated time for our customers, the same dedication they'd receive at an in-person show."
In addition to four new products being launched throughout SKYWORLD Live, Skyjack also reached out to industry leaders to get their insight on market trends, rental growth, and safety issues. Confirmed speakers for SKYWORLD Live include:
- Chris Sleight, Managing Director, Off-Highway Research
- Tony Conant, CEO, American Rental Association
- Peter Douglas, CEO, International Powered Access Federation
- John Peak, SVP, Capital Markets, Wells Fargo
"We're very grateful to have these industry leaders share their knowledge with SKYWORLD Live visitors," Early explains. "With many in-person trade shows and professional development conferences cancelled, it's important this information is still shared throughout our industry and we're happy to supply the platform."
