In 2019, grocery e-commerce emerged as a new target market for global intralogistics innovator Dematic. The company’s customers started experiencing increased consumer demand for rapid order fulfillment and delivery of grocery orders thanks to e-commerce explosion and gig economy disruption. To answer this challenge, Dematic accelerated the development of a new micro-fulfillment solution.
As the agency of record, ARPR was charged with developing Dematic’s first integrated product launch strategy to support the public launch of its new solution. Since Dematic was targeting a new set of buyer personas with micro-fulfillment and with limited brand awareness outside of the immediate supply chain market, ARPR knew it was critical to creating 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.
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 with a new set of buyer personas.
The media relations strategy included pre-seeding the news with target grocery vertical publications to drive day-of 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 paid 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 were suggested to drive more informed prospects further down the funnel.