Putting the rise of the cobots in context
STOP PRESS: In 2018, this campaign won a gold CIPR Midlands PRide award for the Best STEM campaign.
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.
- 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
- 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, 4,955 profile visits
Want to find out how we achieved this?
Meet the team
Stone Junction is managed by Richard Stone, whose previous experience includes PR campaigns for Arup, AIT Plc, CIENA, Parker Hannifin, Schneider Electric, SIG, SKF, Roche and WorldCom. Well over a decade in technical and technology PR has taught him that he is only just starting out. He is a very slightly geeky father of two who lives in Stafford with his long suffering wife, aforementioned children, dog and cat.
“GAMBICA has had a long and very successful relationship with Stone Junction. They helped us lead a campaign to raise government awareness of the National Physical laboratory and arrange a successful House of Commons breakfast briefing,” Dr Graeme Philp, Chairman of GAMBICA.More testimonials