Case study
CREATING A NEW CATEGORY
-
client
Inspekto -
Date
01/02/2024 -
category
Manufacturing -
Title
TBC
The brief
Quality assurance (QA) and manual inspection cost the manufacturing industry billions. Relying on the human eye for inspection is often unreliable, businesses needed a better strategy to avoid these losses — enter Inspekto.
Disruptive start-up Inspekto, has launched the world’s first Autonomous Machine Vision System (AMV). The new S70 technology self-sets, selflearns and self-adjusts, adapting to cumbersome light conditions and both pre-programmed and unique faults. Pretty cool, right?
Stone Junction was tasked with convincing the manufacturing industry that AMV was the logical progression for QA, while also promoting trust and reassurance in the Inspekto brand.
With links in both Germany and Israel, Inspekto needed a PR agency with experience in international media relations. Combined with Stone Junction’s
STRATEGY & RESEARCH
STONE JUNCTION IS ALWAYS THINKING ABOUT THE BIGGER PICTURE AND WAS ABLE TO SEAMLESSLY KNIT TOGETHER A STRATEGY WHICH TOOK US FROM BEING COMPLETELY UNKNOWN TO A COMPANY THAT IS FEARED BY MARKET LEADERS...
The campaign was split into three target markets; potential customers and relevant media, potential investors or financiers and finally, potential buyers. A clear and aggressive message was determined— SI is dead and AMV is the revolution.
The campaign could be deconstructed into four main phases:
Preparing the media and the QA market for a new category
Drip-feeding crucial AMV concepts to the media including Plug and Inspect and Total QA
Press releasing the S70 technology teaser to the media. Nothing specific just enough to prepare the market for the upcoming change
The official launch of the producet on 6 November 2018
The launch was accompanied by a press conference and speaking slot, giving press opportunity to interview Inspekto.
EXECUTION
For me, the story of this innovative trade show debut was perfectly scripted by the team from Stone Junction who accompanied Inspektos work with a great PR and marketing campaign.
Pre-launch a series of aggressive opinion pieces were produced linking to the growing inferiority of SI and human quality assurance.
Subjects included causes of poor quality (COPQ) and operational efficiency, challenges of machine vision and the death of system integrators.
As interest peaked, a press release announced Inspekto’s launch, the definition of AMV and the technical details surrounding ‘Total QA’ and ‘Plug and Inspect’. This established the company’s position within the quality assurance industry whilst preceding their future product launch.
By October investors such as Grazia, Steinbeis and Planven were announced, all multinational heavyweights within the manufacturing industry. Over 100 telephone pitches to journalists were made following this release, all inviting international media to attend Inspekto’s VISION exhibition. No specific information about the S70 technology was released before launch in order to generate maximum interest.
At VISION Inspekto dominated the conference centre; graffiti banners, floor tile promotions, a ceiling blimp — all to promote Inspekto and AMV. Press conferences, media one-to-ones, speaker slots and a journalist tour where organised to finally announce, Automated Machine Vision. S70.
RESULTS & EVALUATION
At the fair itself, neither visitors nor journalists passed the company Inspekto - it was so visible everywhere at the fair. The agency behind it, Stone Junction Ltd, has obviously done an excellent job...
With the S70 launched and the post-VISION PR well underway, it was now time to evaluate how well we had asserted Inspekto’s dominance. Had Stone Junction achieved what we had set out to do? Had we proved AMV was possible? Had we created a new category in QA technology?
Delivered 110 clippings across nine countries reaching 4.1 million people. This exceeded the original target by 83 per cent
Secured 20 clippings which went to print across ten full pages with an audience view of 772,000,000
Achieved 75 website backlinks, driving the newly launched Inspekto site to a domain authority of 21 from zero in nine weeks
Featured on the front cover of SMT Global and Packaging, with several third-party institutions, such as Beckhoff and Control Design, referencing the technology in their content
Most importantly for us, however, the machine vision industry now accepts that AMV is not just a possibility, but a success. Something that no-one has ever said in the media before now.
42 clippings were generated in November in preparation for Inspekto’s VISION announcement
27 members of the press toured Inspekto’s stand, 12 attended the press conference and achieved seven one-to-ones. This exceeded the target by 130 per cent
Achieved multiple press features. In the official post show release VISION stated, “Inspekto… was overwhelmed by the interest the visitors showed” Additionally, we delivered a four-page spread in Machine Vision Professional’s VISION feature — the largest for a non-advertiser
Commissioned seven articles Martin Buchwitz of Inspect, a leading machine vision magazine, commissioned seven articles following Inspekto’s VISION journey
Achieved sales leads for over 450 facilities, extending Inspekto’s commercial footprint by €500 million. For every €1 spent on PR €21,975.74 was added to Inspekto’s commercial footprint
Launch success Inspekto CEO, Harel Boren, attributes 100 per cent of launch success to the marketing and PR designed by Stone Junction
Instigated investment enquires from multinational conglomerates and several investment funds
AMV is possible The machine vision industry now accepts that AMV is possible, something the media had yet to admit previously