Robotiq - Maisberger

Initialed PR-Support

for robotic startups

Sales Support

Briefing

Robotiq is a young Canadian company whose products relieve people of strenuous, monotonous and tedious tasks. Its aim is to leave companies and their staff free to concentrate on activities that genuinely add value. From April through July 2016, Maisberger ran a PR project to help raise awareness of Robotiq on the German-speaking market and strengthen the client's position here.

The company's grippers and sensors enhance the functionality of robots, making them more flexible and simplifying the integration of robotic applications. A network of well-qualified channel partners sells Robotiq's products in more than 30 countries, provides advice and consulting, and integrates its grippers and sensors in a variety of automated solutions.

The company consciously chose the period when the Automatica 2016 trade fair would be running as the right time for its PR campaign. Why? Because, besides the fact that the world's leading robotics trade fair takes place in Munich, it was also the ideal platform for Robotiq to present itself to customers, leads, partners and multipliers.

Implementation

Activities and campaigns:

  • Strategic consulting and development of activities to raise awareness in Germany and build the client's image
  • Traditional PR activities such as press releases, statements, interviews and specialist articles
  • Media relations
  • Event support

Achievements

Robotiq made a successful debut at Automatica 2016, with its new product attracting considerable media attention. Maisberger's strategy – walking the company through a phase of focused trade fair communication, including in-depth advance and follow-up coverage over an extended period – worked perfectly. Publication of a series of high-end specialist articles from May through August 2016, flanked by two press releases that were published by numerous media, ensured high-quality media coverage above and beyond the project runtime. The agency's contact with suitable trade journals and blogs was a key factor in this success. Overall, the PR project prepared the ground well to expand Robotiq's channel network and ramp up its customer base in German-speaking Europe. The client is already planning to open its own office in Germany.

Scope of Services

  • Strategic consulting and implementation
  • Media relations
  • Press releases/media alerts
  • Specialist articles and statements
  • Event support
  • Reporting

HIGHLIGHT: RAISED AWARENESS

  • Exclusive placement of specialist articles in key media
  • Creation of a comprehensive press kit
  • Press release to coincide with market launch
  • Overall outcome: 18 articles in Robotiq's target media

HIGHLIGHT: TRADE FAIR SUPPORT AT AUTOMATICA 2016

  • Robotiq's debut at Automatica 2016, the world's leading robotics trade fair
  • Exclusive one-on-one interviews with selected target media
  • Media alert to draw attention to the new product – a plug-and-play camera system – which was unveiled at the trade fair
  • Evening event for customers, partners and leads organized in cooperation with partner Universal Robots
  • Overall outcome: 49 articles in Robotiq's target media

Robotiq’s mission is to free human hands from tedious tasks so companies and workers can focus where they truly create value. We achieve this by making flexible, plug & play robotic grippers and sensors. We further simplify and accelerate our customers’ robotics projects by connecting them with experts on DoF.robotiq.com, a community for automation professionals.

Voice of the client

Karine Simard, Director of Marketing, Robotiq

Maisberger helped us raise our profile in Germany – with outstanding results. The agency's close contact with influential industry and automation publications was the crucial factor. The specialist articles which the agency produced in collaboration with ourselves also testified to an in-depth knowledge of robotics. Thanks to Maisberger's good work, our presence at the Automatica trade fair in particular was a resounding success!