Campaign ‘Automation for liquid finishing’
Debunking automation myths
Graco
Automation is gaining ground in manufacturing companies. At least, up to a certain level, because the spraying products - the 'liquid finishing' - is often still done manually despite the fact that here too automation can provide more efficiency and a higher finishing quality. Graco, manufacturer of automated paint spraying systems, asked us to spread awareness about 'automation for liquid finishing' and to highlight their expertise.
Clearing up all misunderstandings
Compiling paint, changing colors, spraying paint... In many production companies, there is still a lot of manual work involved in finishing products. Why do these companies not (partially) automate this, like the production itself? Because they believe that myths surrounding the automation of paint spraying and do not realize what advantages automation can offer.
Especially in companies that make (parts for) agricultural vehicles, trucks and trailers, buses, trains, or airplanes, there are still a lot of automation opportunities. Our first task was to convince them that automation is not at all expensive, complex, or only for large companies, but on the contrary brings more efficiency and transparency, higher quality, and lower costs.
Landing page as a central content hub
On a landing page, we outline the entire context surrounding paint spraying automation. Not only the myths and benefits are covered, companies can also discover for which sectors automation is most interesting, how they can start with automation, and what possibilities there are.
In addition to the landing page, we also create evergreen content: articles, infographics, etc. in which we go deeper into certain topics. That way, prospects find the right info at every stage of the customer journey and can be drawn into the automation story. By focusing on SEO, we ensure that the landing page and additional content are easily found.
Tools to generate leads
Suppose you are a company interested in (partially) automating your paint spraying system, how do you get started? To lower the threshold, we created an online self-scan and an e-book.
Self-scan
What objects do you spray, how frequently, what types of paint do you use... The self-scan indicates, based on a few simple questions, to what extent automation is interesting for the company.
E-book
The e-book in turn provides detailed info on what is involved in such an automation process and what steps are required to automate paint spraying systems.
Promotion via LinkedIn, email en ads
To raise awareness of the landing page, articles, self-scan, and e-book, we promoted them online. We did this through LinkedIn posts and ads, an email campaign, and through Discovery ads and Display ads, among others. Depending on how people enter, we refer them to other content and take them one step further in the customer journey. With each deliverable, we also provide the opportunity to contact the Graco experts for a non-binding discussion.
