BOLT illustration

While at Left Hand Robotics I directed the go-to-market plan for BOLT, an all-new OEM solution that transforms outdoor machinery into smart, ready-to-work robots. In short, the company announced it was bringing all its field-proven technology, from autonomous navigation to smart sensors and robot operations software, direct to manufacturers across the globe. The goal was not only to launch the all-new product but to create market urgency.

My job included:

  • Researching market and competitive analysis
  • Brainstorming product names. We named it BOLT.
  • Re-fining product descriptions and promises
  • Presenting marketing plan to company board
  • Launching micro-site to promote new product and gather leads.
  • Directing creatives with a freelance illustrator. A unique challenge was we needed creatives that were both machine- and brand-neutral yet told the technology story within a typical working scenario.  
  • Writing official news release
  • Organizing PR campaign to 40+ trade publications
  • Targeting ad campaigns to decision makers at OEMs

GPS World, April 2020