When there’s a party going on and you hesitate whether to go because you’re afraid you’ll miss something epic. A typical case of FOMO, Fear of Missing Out. It is a psychological phenomenon in which people feel that others are enjoying experiences that they themselves are not having.
That epic party is happening right now. Will you be there?
I'm extremely proud of a new customer of ours: an Australian company called Grid Mesh Lifters. They've developed a hook for lifting grid mesh – those big, heavy industrial grids that are practically impossible to move. For these behemoth, you need cranes operated by professionals who know how to grip and balance them properly.
So the Australians at Grid Mesh Lifters came up with something clever on that and patented it: the so-called Grid Hook Gold, a double-action quick hook. Simply put, it looks a bit like a carabiner, one of those metal hooks with a spring mechanism used in mountaineering. But this design features a main clasp and a secondary clasp on the back.
So, what can we do for this Australian company? They were looking for a partner to help with marketing, distribution and fullfilment in Europe. As a marketplace, do we also handle fullfilment? Sometimes. Because we understand that it is not feasible to ship many s individual hooks from Down Under to our continent we keep asmall stockpile in Haarlem.
Now we’re working on the campaign for Grid Mesh Lifters. Anyone searching for industrial quick hooks will end up on our site. We’re essentially Australia’s extension in Europe, we take care of SEO, ensure visibility, and provide a fully mature sales channel in Europe for our Australian friends. findability and we make sure, in short, that our Australian friends have a fully mature sales channel in Europe. A great project, which we could also do for Dutch companies, by the way.
How different this would have been in the past, I think. Grid Mesh Lifters would have had to find one or more distributors in every European country, making agreements about marketing, delivery terms, and commissions. Each distributor would have needed its own stock of Grid Hook Gold.
Thanks to fextensive digitalization, a company 20,000 kilometers away can serve customers here cheaply, efficiently and quickly.If this is possible for them, then it should be a breeze for Benelux companies to add an additional sales channel in The Lowlands.
Today, the average buyer at a technical company is around 28 years old and grew up with the internet. Their first step when making a purchase is to “just Google it”. They go online. And they don’t care whether the seller is in Groningen, Zeeland, or even Australia. Because a product might be easier to find online in Australia than it is around the corner at a local store that isn’t online. That’s the reality of the younger generation.
The New generation is buying on the web and that's where it’s all happening. If you’re not there, you’re missing out. This epic party is already in full swing., possibly without you. If you haven’t felt FOMO yet, maybe it’s time to address that fear of missing out. Are you going to attend? Call me. There's still room.