Safelog: how PR and content marketing took mobile robots into Handelsblatt

Safelog is a manufacturer of mobile transport robots, which we produce in series. We have series that we use for different orders, with various configurations and attachments. For a very long time, we didn’t do any marketing at all and were really quite shy, with virtually no experience in what PR work entails. Accordingly, additiv had to conduct a kind of crash course for beginners with us so that we could even understand where things could lead.

The strategy in our collaboration with additiv is to convince through use cases, to place our new products in the trade press in a timely manner, and also to increase our online visibility through content marketing and SEO. I believe that, in addition to classic PR and press work, which is my main focus, we also work out the joint strategy. additiv is essentially the idea generator and part of this concept, and then we have different stories for different buyer personas. I would consider all these workshops and meetings, where we jointly define the strategy, almost more important than the actual writing of the articles.

The collaboration with our consultant Jan is characterized above all by his highly professional approach, his flexibility in responding to new topics, even at short notice when things change, and his ability to stay on top of things. The short lines of communication at additiv are also ideal. No exaggeration.

I’d say we’ve placed over 100 different articles together in the media over the past 18 months. I’m constantly surprised by how much we get in the newspapers. If you pick out one publication, it’s definitely the full page in Handelsblatt that we published together, which, to be honest, we hadn’t expected to become so big. I can really see how much our brand awareness has increased and how commonplace it is to know Safelog. Anyone who has to deal with this topic can’t avoid our shared story.