Minneapolis-based Tennant Company, a 150+ year-old publicly-traded company specializing in cleaning products (and the world's largest manufacturer of autonomous mobile robots), asked SixSpeed to help launch their newest brainchild: X4 ROVR. Designed for environments that call for a smart, nimble, compact floor scrubber, X4 ROVR excels at picking up the cleaning slack and adding to the bottom line, while freeing its co-workers to focus their time and talents on higher-value tasks.
Modernizing operations is table-stakes in an increasingly competitive retail, healthcare, or education landscape. Autonomous cleaning offers the perfect way to accelerate into innovation, but businesses and leaders are wary.
Tennant asked SixSpeed to help establish them as a proven partner with the game changing tech to help mobilize teams, boost productivity, and free up more time for the things that move the needle.
We worked to set Tennant apart from the competition by propelling awareness, generating leads, and igniting industry buzz around the launch of X4 ROVR – their groundbreaking autonomous mobile cleaning robot.
X4 ROVR’s launch presented a true challenge – to unify a range-y, segmented B2B audience. Comprised of D-level decision makers and C-suite leadership, of distributors and dealers, and of the internal sales team as well as the employees of Tennant’s customers, we worked to understand each audience’s POV and address their pain points. After all, at the end of the day, we're still talking to people.
Automation isn’t a cleaning solution. It’s a business solution. One that opens opportunities beyond a clean floor — for future forward innovation, enhanced productivity, and employee upskilling. One that takes away the fears of automation and replaces them with excitement.
The most resilient businesses have thoughtful innovation in their DNA. Tennant is no exception. But in order to make it possible for their sales team and customers to understand the tech, we needed to thoughtfully support the launch.
We started by mapping out the white space and positioning pillars – X4 ROVR is simple to train and easy to trust, is built for productivity in any space, is made to empower an organization’s employees, and can unlock new returns on clean.
Following that, we helped a departmentally diverse cross-section of Tennant teamies come to consensus on a name for this automated wonder.
We then dug into creative, eventually landing on “Floorientation” as our concept. We imagined what a kick-ass co-worker a robot could be. It wouldn’t care that entry-level was FOREVER. It wouldn’t ask you about your weekend, but wouldn’t get in the way of your growth either. It’d be there to help you, not replace or overshadow you. This served as a catalyst to scrub design and language for a plucky, approachable, and charming tone we could apply across a suite of assets including a flipbook-style launch video, banner ads, paid social, and an email drip campaign.
A highly successful launch that reinvigorated their internal sales team by increasing their confidence in selling automation and excited the world of cleaning technology by positioning Tennant as a leader in autonomous solutions.
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