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.
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.