Challenge
WhenExotec, a pioneer in warehouse automation, made the move into the Benelux market, it was faced with a challenge: to position itself as a leading player in a market with strong, established competitors such as Vanderlande, Dematic and Swisslog. With limited brand awareness, Exotec needed to gain traction quickly. The goal was clear: to acquire a top-3 position in the Benelux within two years and to build thought leadership around their Skypod system.
Strategy
Progress Communications developed anearned-first PESO strategy with a focus on human-first storytelling. By linking technical innovation to social themes, such as the well-being of warehouse employees, we built a strong brand story. This fitted in seamlessly with Exotec’s vision of the role of automation: not as a replacement for people, but as an enhancement of their work.
We worked in phases to build out Exotec’s media presence:
- 2022: Focus on earned media and laying the foundation for visibility.
- 2023: Expansion into paid media, focusing on specific sectors such as logistics, supply chain and technology.
- 2024: Full integration of paid, earned, shared and owned media for maximum impact.
Execution
Our approach combined several tactics:
- Media relations: Thanks to our strong press contacts, we achieved placements in leading media in the Benelux, including national TV, newspapers and logistics trade media.
- Thought leadership: We developed and posted thought leadership articles about the future of warehouse automation, with an emphasis on the human aspect.
- Social media and content marketing: With our strategic LinkedIn posts and local content creation, Exotec’s online presence grew significantly.
- Paid media campaigns: With targeted advertisements in Het Financieele Dagblad and an interview on RTL Z, we brought Exotec to the attention of B2B decision-makers.
Results
The impact of our approach was corresponding:
- Exotec achieved a top-3 Share of Voice in the Benelux (NL #3, BE #2, LU #1).
- A 200% growth in media footprint between 2022 and 2024.
- 85% growth in LinkedIn followers and a 100% increase in website traffic from the Netherlands.
- 19 million media impressions and 150+ publications in 2024, making Benelux the only European region with growing media exposure.
- Effective ROI: With an earned media budget of €84,000, we achieved maximum impact in three countries and three languages.
Customer response
“Exotec’s increased visibility in the Benelux has had a direct impact on our business. We notice an increase in inbound leads and see that prospects actively seek us out. The results exceeded all our expectations.”
– Jan Heijblom, Senior Sales Executive, Exotec Netherlands
“Kudos to Progress Communications – Benelux was the only market where media coverage grew in 2024.”
– Thomas Vaure, Communications Manager, Exotec France
With a strategic and phased approach, Progress Communications was able to position Exotec as a top-3 player in the Benelux in record time. A textbook example of how PR, content and storytelling come together to take a brand to the next level.