By Mike Whalen
With our focus on the vocational/work truck market we had to look at our purpose a different way.
Our adjustment in how we serve the Canadian truck market was first determined by where the trucks worked and then by the parts and service value of these markets. The vocational market segments – construction, forestry, agriculture, utility, municipal, etc. – make up the bulk of the users of trucks, from pick-ups to off highway construction and mining trucks.
The vehicle and equipment make-up of these end-users cover a mix that not only includes products from small engines to heavy trucks, but also purpose-built equipment.
Next was the question: who actually installs the parts and components? Studies by most trucking industry marketers conclude that OE dealer and Independent Service Providers (ISP) hold about a two-thirds market share while the fleet’s service shop installs about a third.
Then the question of who sells these parts to the installer? Again, around 60% are sold by the OE dealer to the ISP or to the fleet’s service shop. The independent parts distributor holds about a 30% market share and the independent’s parts sales include sales to ISPs and OE dealers.
We also looked at the changing make-up of the promotional budgets and why.
Internet marketing now consumes the largest part of the promotional budgets of most OEM’s, parts and component manufacturers. Print advertising budgets are a fraction of what they were a few years ago.
When selecting a trade show to visit it makes ‘cents’ to attend the show that covers the equipment in your fleet. In my lifetime I’ve exhibited in all engine powered truck and equipment shows including national and regional – and International – Conexpo in Las Vegas and Bauma in Germany and industry-focused shows like MINExpo, World of Concrete, Truck World, Mid-America Truck Show and CUEE. The list goes on.
I should mention that the annual business to business show put on by Acklands-Grainger is by far at the top of the list of those that cover all truck and equipment end-users – from lawnmowers to locomotives.
I believe trade shows will evolve into cross-market events that will include all the engine powered truck and equipment market segments such as construction, forestry, utility, municipal as well as highway transportation and urban logistics.
This will allow the OEM’s and parts manufacturers to attend the national shows and perhaps two or three regional shows as well – where they can reach all the users of their products under one roof. Conexpo-Conag in Las Vegas and Bauma in Munich, Germany are current examples. A top cross-market trucking show is NTEA’s Work Truck Show.
This year’s Truxpo in Abbotsford, BC, May 11 to 12, is being promoted as ‘new and expanded’ with “trucks for all trades, the show includes a wide variety of trucks of all sizes – from Class 1 through to Class 8. Many of BC’s important industries are in focus at the show, including forestry/logging, construction, towing & recovery, municipality and courier delivery.”
Vocational Truck & Trailer
Our new and expanded publication follows the same tact. And by reaching into the vocational market segments the cross-market show – or publication in our case – will attract those fleet and maintenance managers that are responsible for all categories of equipment used in their operations.
Cross market trade shows and publications have one thing in common: they are budget friendly for the exhibitor – and the attendee. A booth at a cross-market trade show, or an advertisement in a cross-market publication, will reach the vocational market segments that could only be reached in the past by exhibiting in several trade shows and advertising in several trade publications.
Our job is to help you promote your products and services with a combination of editorial and advertisements.☚