Global product launch: Media positioning for Segway’s Navimow

Segway-Ninebot is a globally leading technology company for smart mobility and service robot solutions. With the Navimow, Segway entered the European garden equipment market for the first time. The aim of the project was to support the global product launch in the media and to position Navimow as an innovative, wire-free premium alternative in the growing robotic lawn mower market.

The robotic mower market is fiercely competitive and shaped by technologies that need explaining. For Segway, the challenge was to communicate the market entry of a new product in a way that was understandable, credible and attention-grabbing – across several European markets. Particular attention was paid to highlighting the wire-free satellite navigation, the app control and the practical benefits for consumers, and to building trust in a new product category.

As part of the project, a comprehensive launch PR strategy was implemented. This included developing and distributing press releases internationally on the market launch, the underlying technology and the practical use of the product. In addition, checklist formats were developed to give potential buyers guidance and make the purchase decision easier.

A further focus was media support for the product presentation at the spoga+gafa trade fair in Cologne, including pre- and post-event coverage. The content was produced in several language versions and distributed in a targeted way to relevant tech, consumer and garden media in Germany, Austria and other European markets.

Through coordinated launch communications, Navimow was successfully positioned as an innovative new product in the European market. Media presence around the market entry, the technology and the trade fair appearance generated great attention in relevant target media and supported the build-up of brand awareness in a new product segment. The structured communications approach helped to explain how the wire-free robotic mower works in an understandable way and to establish Segway as a serious provider of smart garden solutions.