Forklift News - IMHX 2001 "NOT YOUR AVERAGE ROADSHOW"

BIRMINGHAM, Britain -- Dancing girls, fire-breathing circus performers and Elvis Presley were among the new marketing ideas road tested at this year's IMHX 2001, at Birmingham's National Exhibition Centre from March 6-9.

Forkliftaction.com's man on the ground said extravagance was the order of the day, with materials handling players spending up on flashy displays and marketing to attract potential customers to their stands.

Forkliftaction.com understands Still spent GBP £400,000 on its display of the futuristic new forklifts, complete with Barbarella dancers and a troupe of singers.

While Lansing Linde turned up the heat with a band of fire-breathing performers, Jungheinrich enjoyed a Happy Days revival at its stand, replicating a 1950s diner, complete with lycra-clad waitresses on roller-skates, and cameos by Elvis Presley and Marilyn Monroe.

Who could forget Boss's display, featuring a robotic, talking parrot in a model car?

There is no early indication of sales figures generated by the event, but attachments and battery suppliers seemed to do well, with their stands constantly surrounded by what seemed to be potential customers.

With armfuls of freebies from rival stands, and more than a few sizable headaches from Brummy's (Birmingham's) plentiful pubs and clubs, the more than 250 exhibitors from IMHX 2001 enjoyed the experience. No doubt IMHX 2003 is already being jotted into calendars.

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