Huddig's backhoe loader takes the world by storm
External 360 marketing department
Year after year Huddig continues to innovate, they are courageous, customer-focused and goal-oriented in their activities. Our cooperation started back in 2009 and for several years ohappa has been Huddig's external marketing department.
Working closely with the marketing and sales manager, aftermarket, customers and dealers, we act as an executive marketing team. Besides creating concepts and being creative, we support market and after sales in driving projects, realize plans and produce marketing material.
Key components in the assignment:
- Strategy and planning in dialogue with the management team and marketing manager
- Regular reviews and planning sessions
- Visual identity and graphic guidelines
- Digital presence, web production, search engine optimization and maintenance
- Content and publishing, social media advertising, ongoing communication and press materials
- Production of images and presentations
- Product launches and campaigns
- Trade fairs and events
- Concept development and activation
- Support for recruitment and internal communication
Huddig manufactures world-class backhoe loaders – multi-functional machines for work on railways, line construction or construction sites. Operations include development, manufacturing, and after-sales, all under one roof in Hudiksvall. The market is mainly the Nordics, Baltic, Germany, and USA.
With a long and proud history within hydraulics and a full focus on a sustainable future, Huddig are constantly challenging the industry. Every customer can choose between electric hybrid and diesel power when ordering a machine. Huddig has a marketing and sales manager who works with dealers in each market and there is a subsidiary in the US.
Segmentation from a customer perspective
Huddig machines are available in three different versions – CITY, CABLE, and RAIL, equipped for different applications. The segmentation is based on the customer's area of interest and need for information. One insight supported by a customer survey is that the customer follows industry-oriented magazines and digital forums, attends trade fairs, and has a network in their industry. It may seem obvious, but few companies go all the way and change their offering as deeply as Huddig had the courage to do.
Segmentation changed how Huddig presented its machines to the market and simplified the business process for customers and salespeople. Previously, sales were based on machine models with a selection of equipment and accessories. Now, the sales process starts with a standard-equipped segment machine, from which the machine can be upgraded with equipment, tools and accessories.
Huddig launches TWIN POWER
With the launch of TWIN POWER, Huddig made a statement for the future. From now on, customers will be able to choose between hydrostatic drive (diesel, with the possibility of running on HVO), and hybrid drive. This is an important statement and a major step for the environment that really sets the bar for the industry. With TWIN POWER, Huddig is putting pressure on the industry and also on customers.
When Tigon Technology was launched in 2015, Huddig was the first in the world to launch a technology for hybrid operation of backhoe loaders, which also increases performance. The machine is also quieter and has longer fuel consumption.
Huddig received a strong response from the entire machinery and construction industry and all major trade magazines, both in Sweden and internationally, have written about Tigon Technology. The icing on the cake was when IVT International graced the cover with Huddig's concept machine.
"We reach a whole new level creatively, and I know that ohappa always stays on top of things. They keep pace, ensure things are done on time, and are autonomous when we have intense periods. Access to ohappa's collective expertise is a big advantage for us."
Daniel Myrgren, Market & Sales Manager, Huddig
