Heading to Vegas in 2026? Why your bauma strategy needs a rewrite
For European construction brands exhibiting at CONEXPO, success requires more than simply shipping the stand from Munich to Las Vegas. It demands a nuanced understanding of how to translate a global message for the unique character and priorities of the North American marketplace. bauma and CONEXPO are the two undisputed heavyweights on the construction industry […]
Why customer stories matter in construction PR – and how to make them work for you
When done well, customer stories offer construction brands a chance to demonstrate their value in the real world – building trust, strengthening relationships, and earning meaningful media coverage in the process. In SE10’s 23 years of experience in construction PR, we’ve found that few tools are as effective – or as complex – as the […]
Beyond the specs: What construction equipment design communicates
Design has always been a key but underrated factor in how construction equipment is perceived and marketed. As the sector evolves, it will only become more important for establishing a manufacturer’s identity and telling their story. As you walk through a city, what would you rather see on either side of you? Futuristic and imaginative […]
Your AI-generated customer looks perfect. But have you lost your credibility?
The allure of a perfect AI-generated testimonial is understandable, but as this tactic moved from theory to reality at a recent construction tradeshow, it posed the question: is a flawless image worth potential damage to your brand’s reputation? A few months ago, I wrote about an AI-generated fashion model in a Guess ad published in […]
What GIS 2025 revealed about building trust in an electric and connected future
At GIS 2025, electric machines, data analytics, and AI were everywhere. For us, as a specialist industrial communications agency, the show was a timely reminder that the real purpose of innovation communication isn’t just to showcase technology, it’s to stand out from competitors and guide customers confidently through change. My colleagues Ben Shaw, Jack Porter, […]
The power of perspective: How seeing the whole construction project builds better stories for each phase
Working with specialists from across the construction lifecycle, SE10 gains a privileged view of the shared and different priorities of each project phase, enabling us to understand the bigger picture and tell stories that deliver greater value for our individual clients. I had a moment of clarity recently while standing in the training facility of […]
An American perspective on where PR and B2B industries are headed next – part two
In an era of macroeconomic uncertainty, the future of industrial B2B communication won’t be defined by digital trends alone. From the role of dealer networks to the massive infrastructure projects shaping the country, here’s a guide to the real-world trends that matter most. In part one, I focused on PR. Here in part two, I […]
How heavy equipment brands can elevate their communication at the 10ᵗʰ GIS Expo
The countdown to the 10ᵗʰ edition of GIS Expo in September offers a timely reminder to brands in the lifting and heavy transport sectors that staying visible means staying ahead of the conversation. As GIS Expo (Giornate Italiane del Sollevamento ‘Italian Lifting Days’) returns to Piacenza, Italy, for its milestone 10th edition, the buzz isn’t […]
10 last-minute tips for making the most of bauma 2025
bauma is here! After months of planning, it’s finally time to hit the ground running in Munich. But even with all your preparation, there are always last-minute things to keep in mind to ensure a successful show. Here’s your quick checklist to stay on top of things while bauma is in full swing. 1. Prioritise […]
Beyond bauma: SE10’s unofficial guide to Munich
From iconic beer gardens to cultural gems, discover SE10’s tips for unwinding in Munich after a busy day at bauma, the world’s largest construction exhibition. bauma 2025 is just around the corner and while you’re busy finalising your participation, don’t forget to build in some time, if you can, to experience what Munich has to […]