375 new contacts through playbook downloads

Increased organic search rankings by 363 spots

Increased site traffic by 29%

A Fully Integrated Product Launch

As it geared up to launch a 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. ARPR’s recommended marketing plan included the entire Panorama Approach in order to drive both awareness and leads while gaining authority over loud startup competitors that were dominating the digital world.

Meeting a New Target Audience Online

During an in-depth marketing audit prior to the Micro-Fulfillment launch, ARPR identified the need to define Dematic’s digital brand more clearly - focusing on the challenges Dematic solves for its customers. ARPR knew the Micro-Fulfillment launch provided the perfect opportunity to test this solution-forward approach. 

We developed the digital launch strategy with a new target persona for Dematic in mind, that of the digital/e-commerce buyer, as the Micro-Fulfillment solution represented a different buying decision process than the company’s other solutions.

ARPR collaborated with Dematic’s marketing team to create a digital presence around micro-fulfillment through strategic keyword research, new web content, a downloadable playbook, organic social posts and paid digital advertising. Dematic had never prioritized integrated marketing efforts in coordination with the launch of a new product before, so ARPR created a replicable framework that could be used as a benchmark and model for future campaigns.

LinkedIn ads, organic social content and web copy drove top-of-funnel buyers toward an informative playbook, while SEO, search and remarketing ads drove more informed prospects further down the funnel.

Micro(-Fulfillment) Product, Macro Results

Less than 90 days after launch, our efforts led to 371 new leads through playbook downloads coming from Google Ads, LinkedIn ads, organic search, media coverage, social and more online touchpoints. Additionally, Dematic’s organic search presence for “micro-fulfillment”-related terms began to flourish, placing 6 of these terms in the first page of search results. Overall, Dematic’s organic search rankings for micro-fulfillment terms increased 363 spots collectively. At the end of 2019, the new Micro-Fulfillment webpage ranked 13th on the entire site for yearly pageviews as digital efforts helped to increase total site traffic by 29% from the period prior to launch.

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