As it geared up to launch its new Micro-Fulfillment solution, Dematic, an intralogistics innovator that designs, builds and supports intelligent, automated solutions for manufacturing, warehouse and distribution environments, challenged ARPR to develop the company’s first integrated product launch strategy.
Dematic was targeting a new set of buyer personas with micro-fulfillment. With limited brand awareness outside of the immediate supply chain market, ARPR knew it was critical to create a cross-channel, go-to-market communications plan that would drive awareness and leads, and gain authority over aggressive micro-fulfillment startup competitors dominating market share. That’s why our recommended marketing plan included the entire Panorama Approach.
During an in-depth marketing audit, ARPR identified the need to define Dematic’s brand more clearly - focusing on the challenges Dematic solves for its customers. The Micro-Fulfillment launch provided the perfect opportunity to test this solution-forward approach.
ARPR’s recommended marketing plan included elements of our entire Panorama approach in order to 1) increase awareness surrounding the benefits of a legacy intralogistics leader now entering micro-fulfillment; 2) de-position un-proven competitive solutions, and 3) build trust, interest and demand among a new buyer persona – the digital/e-commerce buyer.
The launch strategy included pre-seeding the news with target grocery vertical publications to drive launch-day media coverage, with announcement positioning focusing on Dematic’s first customer installation to reinforce immediate credibility. ARPR also led content marketing strategy and development, with a top-of-funnel playbook serving as the anchor to our digital strategy, which included LinkedIn ads, organic social content and web copy to drive buyers to download the playbook. And SEO, search and remarketing ads drove more informed prospects down the funnel.