New Market Access – From the UK to DACH
Prior to 2016 Genetec was virtually unknown in the DACH region, to businesses and media alike. To support the in-region corporate investment of a new sales team it was imperative that the PR & comms quickly ramped up. BSK implemented a media and social programme that communicated the organisation’s messages and narrative, repeatedly, in-front of its target audiences.
Although the UK market was more mature than DACH, BSK adapted and leveraged the UK PR & comms roadmap. BSK identified key media and influencers and positioned Genetec through discussions on the company’s background, interviews and technical articles as experts for security solutions. The programme continued to gather momentum resulting in Genetec having a firm foothold in trade press reporting in the DACH region.
To have credibility within DACH, BSK was tasked with localising the Genetec website and product collateral. To support prospecting BSK established Genetec presence on the German social business platform, XING and provided content for the news section and initiated a XING marketing campaign.
Starting from zero, within 12 months BSK secured 83 articles and online registrations; 14 by-lined articles and case studies placed in tier 1 publications. 2,583,769 overall reach.
“Thanks to BSK, Genetec is an established expert for security issues in the DACH region.”
Nick D‘hoedt, Managing Director of
Genetec Deutschland GmbH