DEMATIC
Mulberry Melbourne Builds Industry Awareness for Dematic Through Content Marketing Channel
Challenge
Today, traditional industry media is still an important information source, however these media outlets are consolidating as more people get their industry news from other means.

The increasingly complex media market that global industrial technology leader, Dematic, faces today means that getting the company’s messages to the right people through the media is more challenging. This makes direct communication with resellers and potential end-users via an ongoing, informational eNewsletter vital.
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Strategy

To ensure Dematic’s RTL business is able to promote its products, industry perspectives and company news, Mulberry proposed an expansion of the ‘What’s new in Real Time Logistics’ informational eDM that directly reaches end users, potential customers and partners.

Mulberry proposed an expansion, refresh and repositioning of an existing Dematic customer newsletter, to make ‘What’s new in Logistics’ a valuable industry informational tool that acted as a de facto industry news outlet. The newsletter format and content it carried would work to discourage the perception the newsletter was a straight advertising tool in order for Dematic to build credibility.

Importantly, the newsletter can also act as a lead generation vehicle with regular reports and alerts letting Dematic’s sales team know which contacts, from which company are reading / re-reading specific pieces of content. This would help inform which contacts are worthy of connecting with for further information.

Results

The ‘What’s new in Logistics’ eNews vehicle is one of the most widely read company produced newsletters in the ANZ region, regularly reaching an audience of over 7,500 readers in supply chain and industrial environments. The e-newsletter achieves strong, above industry eNews open rates and click-through rates, ensuring that key Dematic company messages and product information reaches potential customers.