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PIVOTING TO A VIRTUAL WORLD

IN SPAIN, CATERPILLAR CREATES OPPORTUNITIES TO EXPAND ITS REACH

Caterpillar’s Malaga Demonstration and Learning Center
(MDLC) in southern Spain has been hosting live events
since 1971. On average, there are about 300 each year.

When the COVID-19 pandemic began its grip on Admittedly, there is great potential. But, there are
the world, however, business as usual changed. also challenges. Platform compatibility, the lack of
“In 2016 we explored the potential of incorporating high-speed internet and dependable connectivity in
technology into what we do,” said Maurice Manders, some regions are just a few. “Competing with outside
Facility Manager at MDLC. “We equipped our distractions in the virtual world is another issue,” said
conference rooms with cameras, microphones Maurice. “We design events to engage audiences
and fiber optic connections. And, we connected throughout the experience. What you can’t do is follow
cameras and microphones to machines so the same agenda you had for a two-day meeting.”
demonstrations could be seen in conference rooms.”
With virtual events, there are many customer benefits,
Unexpectedly, the MDLC would be well-positioned such as reduced travel time and costs, as well as less
to offer virtual events. Recently, events included time away from work and family. On the other hand, “I
European Train the Trainer and CIS RevUp. Each do not think the virtual world can permanently replace
conference trains dealerships on new Cat products. face-to-face events,” acknowledged Maurice. “We can
®
deliver theoretical knowledge online. But, learning hands-
“Our team performed machine walk-arounds using on skills is best with in-person, expert guidance. And,
a high-definition camera and our drone,” added people will still want to meet in person and network.”
Maurice. “We had live feeds with instructors performing
demonstrations from inside machine cabs with In fact, one MDLC flagship experience just can’t
Go-Pro cameras and microphones. Participants be replicated online. “It’s a spectacular product line
®
even commented that some views were better demonstration with about 50 machines, loud music and
than standing around the machine in groups.” impressive action that must be seen live,” said Maurice.
In any case, whether it is for a virtual or any other type of
Additional virtual events are coming soon. This event, MDLC is ready to help and you can contact your
includes technician training and customer-focused local Cat dealer to find out how. To conclude, Maurice
forums such as the Waste & Recycling Seminar in also added, “We can’t wait to see everyone back in
September 2020. Maurice explains that, “One reason Malaga again in person, but if for now we can arrange
for our early involvement with virtual events is that a virtual glass of sangria under the Spanish sunshine
many people could not come to Malaga. Now, thanks instead during your event then that also works for us!” n
to technology, we can reach global audiences.”
Additional details at: www.cat.com

“Our team performed machine walk-arounds using a high-definition
camera and our drone. We had live feeds with instructors performing
demonstrations from inside machine cabs with Go-Pro cameras
®
and microphones. Participants even commented that some views
were better than standing around the machine in groups.”

Maurice Manders, Facility Manager at MDLC