Stäubli: TX2 Launch at Automate

For more than 125 years, the Swiss company Stäubli has been synonymous with quality, reliability, precision, speed and safety. It has emerged as the world’s premier manufacturer of specialty and sensitive environment robots, excelling in a variety of niche categories with a recent focus on expanding its range of collaborative robots.

In 2017, Stäubli engaged O’Malley Hansen Communications to raise the company’s profile in North America and drive exposure for the launch of its new line of collaborative TX2 robots at Automate, a high-profile manufacturing industry trade show. Goals for the campaign included building valuable relationships with trade media in key industries, driving awareness of Stäubli Robotics among broad industrial manufacturing segments, driving U.S.-based traffic to the Stäubli website and increasing qualified leads to drive sales.

OHC ‘s comprehensive media outreach plan stretched before, during and after the show to keep Stäubli and its TX2 line top of mind. Our approach included securing bylined articles for members of the Stäubli leadership team in key trade publications in advance of the show, proactive media outreach to secure in-person booth visits, coordinating an interactive press conference to showcase the robot’s capabilities and organizing a photo and video shoot during the show to generate assets for post-event pitching and follow-up.

The launch of Stäubli’s TX2 line was an unparalleled success, generating widespread interest from trade media and a massive increase in booth traffic and leads.  Our coordinated campaign not only created a steady drumbeat of news coverage with 58 placements and more than 36 million impressions, but also led to an increase in U.S.-based website traffic, including a 24-percent spike in January when we launched the campaign and a 37-percent increase in March, the month directly preceding the show. The buzz created surrounding the launch was directly responsible for a 375 percent increase in booth traffic from the previous show.