These international fairs in which we have always participated
Batimat. Les JDC. Glee. Cologne.
Behind these names, a reality that is well anchored in the Builder Systems business: trade shows represent an important part of our activities within the group. As a major vector of notoriety in a communication strategy, trade fairs allow us to generate contacts, prospects, and ultimately customers.
A showcase is far from negligible, all the more so when, in an ultra-competitive market, most of the other brands also take part.
Preparing a trade show also represents an investment. Time, human resources and money.
To date, BFTG has around 15 trade fairs on its agenda every year. These are all opportunities to refine our product ranges and to capitalise on our customer relationships.
Batimat Fair: developing and boosting its reputation
BFTG first participated in the Batimat trade show in 1997.
22 years today, which means a little over a dozen biennial editions.
The group invests in the trade show by first showcasing the Feider brand, primarily dedicated to workshop machines, and then the Hyundai brand under license.
A well-defined communication strategy for each brand
This strategy is no coincidence, as each brand’s specialties are highlighted.
Thus, plaster sanding, concrete sanders, and workshop machines for Feider, which targets DIY enthusiasts—a customer base that is not always easy to reach and whose trust must be earned.
Hyundai, on the other hand, is more focused on the construction sector, with products such as generators, compactors, jackhammers, and everything that makes up the construction range, created four years ago.
Keeping up with product evolution
With a focus on products and their use, the Batimat trade show provides an opportunity to showcase to our partners, through our brands, our level of expertise and ability to meet the real needs of professionals.
Today, market trends in tools are becoming increasingly clear: with rising voltages and amperages, lighter and more manageable products, and extended lifespan, the performance of cordless tools is getting closer to that of thermal ones—without the constraints.
Additionally, real thought is being given to an alternative to current energy sources on construction sites. Will we soon transition from generators to power stations?
In any case, our first prototype will be presented at this 2019 edition.
Hyundai: a "worksite" range in line with the brand
“Hyundai, in the eyes of the end consumer, refers to construction equipment such as excavators. We obviously wanted to maintain a certain logic and consistency by creating a range of construction tools,” explains Julien Cazalot, the group’s sales director.
Generators, compressors, vibratory plates, with, in the long run, an equally different way of “consuming” equipment. Rental, for example, offers an interesting alternative to sale. The turnover of this segment is becoming a little more important year after year.
Feider: tools that follow the evolution of behaviours
If the consumption of tools evolves, so does their use.
The competition between craftsmen is tough and a significant proportion of them have limited means, not to mention that today, more and better informed, many of them refuse to damage their health with poorly adapted equipment.
These are the challenges that BFTG has taken on board by offering, via Feider in particular, tools that are less expensive and more comfortable to use.
A giraffe sander with an induction motor has a real advantage over its competitors: it weighs less.
Double-filter vacuum cleaners offer additional safety when it comes to cleaning up the work area.