Contrast

HIAB Global Partner Conference

When HIAB wanted to make a fresh start in its relationship with its key partners, we decided to bring them together in Cascais.

The result was a three-day partner meeting where participants not only identified challenges but also helped create the solutions.

Background information

HIAB was founded in 1944 in Hudiksvall and is today a world leader in load-handling solutions. With 4,000 employees and 2,000 partners (dealers) in over 120 countries, partnerships are a central part of the business.

In recent years, HIAB’s periodic partner surveys showed that satisfaction with the company’s products remained high. However, the experience of the partnership had deteriorated.

In connection with HIAB’s 80th anniversary, the company decided to take a proactive approach to its relationships. It invited its 125 most important partners, along with 55 internal managers, to a three-day international partner meeting in Portugal. The goal was to create a fresh start and a shared foundation for the future.

 

The Challenge

HIAB wanted the event to make a real difference. They were looking for an approach that could:

• improve collaboration
• strengthen the relationship
• create new joint business opportunities
• increase demand for new products and services

At the same time, the event had to be planned, produced, and executed in record time, with high demands on strategy, content, and logistics.

They knew that traditional conference formats wouldn't be enough. The goal required an approach that fostered openness, courage, and clarity on both sides.

 

Solution

Contrast took overall responsibility for the concept, content, logistics, communication, and production. The focus was on co-creation and participation.

Before the event
• Preliminary study, research, and venue selection
• Concept development and logistical planning
• Content production: scripts, presentations, workshops, videos, and public speaking training
• Distribution of a pre-survey in which partners were asked to identify areas of collaboration that needed improvement. Those areas determined the event’s content focus.

During the “
” event Day 1 – How can we work better together?
Partners and HIAB employees worked side by side in roundtable discussions. Each workshop began with a candid and self-critical address from HIAB’s executives before the groups developed concrete proposals for improvement. A “roving reporter” interviewed participants live in the room. The day concluded with a dinner in a positive spirit.

Day 2 – How can we generate more business together?
Participants rotated among breakout rooms where four key market segments were presented. After lunch, the focus shifted to how services can create business value. HIAB also launched its new Partner Portal, developed in collaboration with a select group of partners.

Day 3 – How Good Are Our Products and Solutions?
HIAB’s latest products were demonstrated outdoors. There was a great deal of interest, and attendees had the opportunity to place orders right on the spot. The event concluded with an inspiring and forward-looking speech by HIAB’s CEO.

After the event
• Post-event survey
• Documentation and compilation of all workshop results
• Internal follow-up workshop and action plan
• A series of partner newsletters sharing results, insights, and next steps for the collaboration

 

Outcome

Cooperation improved
Partners felt that the conference greatly promoted cooperation (goal: 7, outcome: 9).

Relationships were strengthened
The relationship between HIAB and its partners was strengthened (target: 8, result: 8).

New Business Insights
Participants gained valuable tools and insights that can improve sales (target: 7, result: 7).

Business far exceeded expectations
The event generated a total order volume that was 4.5 times higher than the total event budget, meaning the entire event was self-financed. About one-third of the business is estimated to have resulted from participation in the event.

Long-Term Impact
HIAB established a new coordinating position and a steering group to ensure that the many proposals from partners are translated into meaningful improvements. Monitoring of the long-term effects is ongoing.


Award The event was awarded a silver prize at the 2025 Gyllene Hjulet Awards.

Summary

The HIAB Global Partner Conference served as a clear example of what happens when an international company dares to open its doors, listen to its partners, and create solutions together.

A strategic customer event that:
• increased business results,
• strengthened relationships,
• generated self-financing returns,
• and laid the foundation for an upgraded version of the partnership.