The machinery maker will invest in alternative marketing

The machinery maker will invest in alternative marketing

Engel UK will not take part in Interplas 2005, the managing director of the Austrian company’s Warwick-based subsidiary has said. Graeme Herlihy said the decision, supported by its parent, will free up resources for other, targeted activities. He said: “Releasing the capital normally reserved in this three-year cycle gives rise to really exciting possibilities in terms of investment and in terms of alternative marketing activities.”

Herlihy said that Engel UK has probably won its best ever share of the UK and Irish markets this year. “Most of our business has been in the high tech sector and so it is important for us to maintain a very high visibility in the applications technology field. This is much better achieved through events which are aimed at one particular discipline than through any event aimed at a more general audience.” At Interplas 2002, Engel occupied a large stand which featured the largest machine at the show. “Simply put,” Herlihy said, “we can make better use of the kind of expenditure that this represents.”