LAUNCHING NEW FACTORY AUTOMATION TECHNOLOGY WITH CONTENT-DRIVEN PR

Bosch Rexroth creates innovative, high-performance components and technologies for applications in factory automation. Their portfolio includes linear motion systems, electric drives and controls and automation software.

To meet industry demand for more sophisticated automation systems that are easier to purchase and integrate, Bosch Rexroth recently launched its Smart MechatroniX platform, made up of a suite of Smart Function Kits for applications such as joining, pressing and handling. The Kits combine best-in-class linear motion technology, automation hardware and software that’s easy to specify and ship to end users as a single “plug and produce” system ready to integrate.

Bosch Rexroth wanted to ensure their target automation customers understood how Smart MechatroniX offers major time and cost savings, as well as key productivity benefits, including:

• All the components from one trusted supplier — instead of purchasing and assembling components from multiple suppliers
• User-friendly software designed for plant personnel to quickly set up and operate
• True “kits” with all components engineered to assemble and work seamlessly together, leveraging Bosch Rexroth’s deep automation, controls and linear motion expertise

At Godfrey, we know that for automation audiences, content is king: detailed descriptions combined with clear explanations about how client technology delivers measurable value and operational advantages that capture and keep the attention of engineering audiences.

For the Smart MechatroniX launch, Godfrey built a comprehensive PR campaign designed to place press release content and detailed technology articles in key manufacturing and automation publications.

Two initial press releases were developed: one detailing the major capabilities of the Smart MechatroniX platform and concept, and the second one announcing the launch of the Smart Function Kit for Handling, a specific product offered under the Smart MechatroniX platform.

Godfrey also developed a series of five thought-leadership articles and editorials, including:

• Three articles detailing the key advantages of the Smart Function Kits, each one tailored for assembly, packaging and general automation audiences
• An editorial case study on the Smart Function Kit for Joining/Pressing, adapted from a client-supplied sales presentation
• An op-ed viewpoint/commentary from the Bosch Rexroth vice president of automation that also incorporated the case study

Godfrey worked with Bosch Rexroth to create a trackable URL link and a Smart MechatroniX vanity URL to track landing page visits resulting from PR activity. Godfrey also handled submitting the new product for several awards in leading automation, plant and design engineering publications.

With the launch of the campaign, there were 60 publication pickups of the press release and articles, reaching more than 2.1 million potential readers in both print and online editions. This coverage included Godfrey-developed material, as well as other mentions, interviews that touched Smart MechatroniX and the Smart Function Kits, and other coverage.

More importantly, this exposure resulted in nearly 85 web sessions for readers seeking more information, tied directly to the tracking URL created specifically for the PR content placements.

Our award submission efforts also paid off: the Smart Function Kit for Handling was selected as a winner for the Engineers Choice Award and Product of the Year Award, and Honorable Mention for Leadership in Engineering Achievement.

The PR effort complemented a robust overall marketing campaign supporting the Smart MechatroniX launch. The campaign was built around a full-featured microsite that was updated routinely as new Kits were added to the platform and provided critical technology details while supporting the campaign’s messaging.

The marketing campaign combined print ads, paid and organic social media and marketing/lead generation technical papers. This strong content was then leveraged and adapted by the Godfrey team for use with the PR editorial content, for economies of scale combined with strategic messaging discipline and control.