375 new leads through playbook downloads

Increased organic search rankings by 363 positions

25% more media in one quarter than in past 3 years

DRIVING AWARENESS, LEADS & AUTHORITY WITH NEW BUYER PERSONAS

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.

Meeting a New Target Audience Online

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.

Micro(-Fulfillment) Product, Macro Results

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. Less than 90 days post-launch, media relations efforts generated 25% more coverage for Dematic than in the previous three years combined, including feature coverage in top grocery trade targets. Within the same timeframe, 375 new leads originated via playbook downloads (tripling launch goals), coming from Google Ads, LinkedIn ads, organic search, media coverage, social posts and other online touchpoints. Additionally, Dematic’s organic search presence for “micro-fulfillment”-related terms began to flourish, with 6 keywords ranking as page 1 search results. Dematic is now also featured as the Google snippet for “micro-fulfillment.” Overall, Dematic’s organic search rankings for micro-fulfillment terms increased 363 spots collectively, and digital efforts helped increase total site traffic by 29% from the period prior to launch. Ultimately, ARPR’s strategy helped Dematic surpass all cross-channel launch goals for its most concerted and integrated campaign effort ever, firmly establishing Dematic as a micro-fulfillment industry player well-positioned to supersede startup competitors – a key goal of the launch.

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