A Robotic Education
Establish RMT Robotics as a leader in robotics solutions innovation in the North American material handling industry.
The 2009 market meltdown negatively impacted many business involved in the automotive and tire industry, including RMT Robotics. The challenge of the campaign was to provide RMT with support in identifying and securing new business opportunities by repositioning the brand to meet the growing demand for automation in the material handling industry.
Koroberi launched a research-based campaign to position RMT Robotics as a reputable and innovative robotics solutions provider that offers state-of-the-art technology with tangible productivity and efficiency gains. By conducting brand awareness research, Koroberi identified key opportunities to create a unique position in the material handling market.
Research indicated that there was a distinct lack of understanding the benefits of robotics use in the supply chain. As a result, Koroberi developed an education and outreach program that introduced RMT as an approachable subject matter expert willing to explain the benefits of robotic automation. RMT became the “go-to team” for reference on robotics articles, able to translate complex robotics terminology and jargon into the more accessible language of material handling.
RMT Robotics successfully broadened market concentration from the automotive industry to new vertical industries, including food, beverage, assembly and electronics. In the first six months, the campaign generated high-profile coverage and generated inquiries that led to 10 requests for proposals in the target markets, one of which supported the securing of the company’s largest-ever contract for a Canadian beer distributor in Vancouver. Since the campaign launch, RMT has been featured in numerous material handling publications with other top brand names.
Lori Vaughan, marketing manager, RMT Robotics: “Koroberi has integrated its campaign successfully with our other marketing initiatives to turbo-charge our messaging, reach new audiences and maximize our marketing effectiveness.”
Authored by Kim Zdanowicz, @KimZRobot