Putting the rise of the cobots in context

Brief: 

Over 1.7m new industrial robots will be installed between 2017 and 2020. Collaborative robots (cobots), that work harmoniously alongside humans, account for 3% of this market, but will reach 34% by 2025.

The robotics industry is changing, and distributors must prepare. 

TM Robotics distributes Toshiba Machine’s robots outside Asia. Toshiba Machine does not manufacturer cobots — but cannot ignore the changing market.

Objectives:

• Undertake a survey to produce a Global Robotics Report, achieving an above average 10% response-rate from distributors in at least 20 countries
• Raise the media profile of TM Robotics, generating 66 trade press clippings between July 2017-June 2018 - one clipping per £100 media relations spend
• Promote TM Robotics’ partnership with RARUK Automation, a cobot distributor, generating nine clippings about the partnership, between March-May 2018
• Deliver sales leads from whitepaper downloads, using Google AdWords to deliver price-per-click below £1.32 industry average
• Improve digital marketing, growing Twitter/LinkedIn followers by 500 and achieving e-mail open-rate above 18.1% industry average

Results: 

• Responses collected from 22 countries (exceeding target) — including key markets UK, US, Russia, South Africa, Canada, France, Italy, Germany
• 167 clippings: 31 print, 125 online (253% of target)
• Seven pre-arranged journalist meetings held with TM Robotics managing director
• Coverage highlights: The Times, The Manufacturer, Industrial Technology, Control Engineering Europe and US, Assembly Magazine, Automation World
• 207,130 online coverage views across UK and US, according to CoverageBook
• 121,612 twitter impressions, 4,95

In 2018, this campaign won a gold CIPR Midlands PRide award for the Best STEM campaign.

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