Case study · KEYENCE

A new logistics product line, launched from zero to 148% of the sales target.

Handheld computers and logistics code readers, launched in Central Europe with no customers and no contacts in the market.

The handheld computers read barcodes from a few centimetres to ten metres, including from the seat of a moving forklift. The code readers read labels on parcels moving at high speed on a conveyor. Both were new to a sales team whose customers worked in factories, not in warehouses.

Visitors at the logistics stand at a trade fair in Poland — Logistics trade fair, Poland. The stand built for the launch, with the reading range as the headline.

The goal

Find buyers in logistics and distribution centres, get first meetings and start selling within the first sales period.

The challenge

The sales team's customers were in manufacturing, but the new products were for warehouses. There were no logistics contacts in the database, and the people who would buy were unknown.

148%

of the sales target.

logistics contacts at the start.

channels, one message.

The approach

Target. Logistics and distribution centres.
Markets. Central Europe, where regional sales data showed the most of them.
Buyers. The warehouse staff who use the devices and the managers who approve the budget, mapped separately.
Message. The warehouse problem first, then how the product solves it, then the practical benefit for each role.

Execution

Email. Sent to existing contacts, asking them to forward it to their logistics managers.
Direct mail. Refer a colleague in a logistics or distribution centre, receive a small gift.
Trade fairs. Smaller and larger logistics fairs, with one portable stand kit I designed for the launch.
Trade magazines. Logistics titles: a joint email campaign, an application note and a sponsored article.
LinkedIn. One benefit per post. The post that named its audience earned about twice the engagement.

What worked

Reaching buyers who were not in the database.

Email and direct mail went to people who were already contacts and asked them to pass the message on. Existing relationships became the route to a new audience. Trade fairs and trade magazines reached logistics managers directly, in places where they already looked for suppliers.

At the fairs

Small stands, where logistics buyers already were.

Stand in Poland with the launch backwall and Polish-language material — Poland. The launch backwall, with a Polish-language banner and local-language brochures.

Stand team at a logistics fair in the Netherlands holding handheld computers — The Netherlands. Handheld computers in hand and a code reader reading labels live on screen.

Sample materials

One visual on every channel.

Portable logistics stand with backwall and arch — The portable stand kit: one backwall for the handheld computer, one arch for the code reader.

LinkedIn post for the logistics code reader — LinkedIn: the audience named in the first line. The strongest post of the launch.

LinkedIn post for the handheld computer — LinkedIn: one benefit per post, here the reading range.

Where does your European presence stand today?

A readiness score per stage of the European buyer journey, and one prioritised next step.

14 questions, about 2 minutes, free

Get your review