Generated 25% more coverage in Q4 2019 than past 3 years

Increased organic search rankings by 363 positions

375 new?playbook downloads

Driving Awareness, Leads & Authority with New Buyer Personas

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.

An Integrated Panorama 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 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.

Surpassing Cross-Channel Campaign Goals

Less than 90 days post-launch, media relations efforts generated 25% more coverage for Dematic in Q4 2019 than in the previous three years combined, including feature coverage in top grocery trade targets, with PR-generated website traffic also converting at higher rates than other sources. 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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