'Construction Equipment Breaks the Mold of Face-to-Face Marketing'... Industry Actively Utilizes SNS and Videos

[Asia Economy Reporter Ki-min Lee] After the outbreak of the novel coronavirus infection (COVID-19), domestic construction machinery companies are actively utilizing untact (contactless) marketing, breaking the stereotype that "construction machinery requires face-to-face marketing."

According to the construction machinery industry on the 2nd, domestic construction companies are steadily using online marketing such as social networking services (SNS) and YouTube this year to focus on attracting customers.

First, they are increasing the use of video platforms to approach general customers in a friendly manner. Previously, videos introducing company products or technologies were uploaded to video platforms like YouTube or SNS such as Facebook and Twitter for one-way communication.

However, recently, they have been conducting contest events to create a strategy that gives customers a sense of familiarity with their construction machinery such as excavators and wheel loaders. For example, Doosan Infracore and Volvo Construction Equipment held contests this year targeting the general public in Korea, inviting videos introducing construction machinery like excavators or showing work scenes.

In particular, Doosan Infracore is conducting SNS live broadcasts using video platforms TikTok and Kuaishou in China, which accounts for about 50% of its overseas sales. Since 2016, Doosan Infracore’s digital marketing using the Chinese mobile messenger WeChat has also received positive responses locally. The number of WeChat followers exceeded 150,000 in the second quarter of this year, up from about 110,000 last November.

Hyundai Construction Equipment developed a program that allows customers to view construction equipment in three dimensions through augmented reality (AR), enabling them to experience as if they are actually using the equipment. In addition, Hyundai Construction Equipment plans to increase untact communication with customers by developing remote A/S services using video and AR. Furthermore, with the sponsorship of Hyundai Heavy Industries Group, they advertised the next-generation excavator lineup, the 'A Series,' at the Dream Concert held online last July. It is analyzed that sponsoring the K-POP concert aims to leave an impression on the younger generation, potential customers, and enhance the global image.

Marketing to business partners is also actively conducted online. Due to the impact of COVID-19, domestic staff dispatches and on-site marketing have been restricted. On the other hand, as local governments’ investments in construction infrastructure have begun in earnest, maintaining sales networks and communication with dealers is essential. Accordingly, companies are conducting untact sales such as regular video conferences and online dealer training with local dealers.

An industry official said, "Construction machinery companies are using the COVID-19 crisis as an opportunity to break the existing framework of face-to-face marketing and activate online marketing," adding, "Even after COVID-19 ends, contactless marketing will continue to be developed and introduced steadily."