New Market Access – From the UK to DACH

Canada

With the mandate to manage and direct their PR & comms in the UK, in 2013 Say was appointed by Genetec, Canadian leading providers of IP-based software solutions for enterprise business. Whilst Genetec dominated the US and Canadian security market, outside of these territories the company’s profile was minimal. Andrew Elvish, VP of Marketing and Product Management, Genetec sums up the impact Say has had. “Say has been instrumental in helping Genetec build and communicate our enterprise business story in a clear, consistent and targeted manner. Together we have been able to further differentiate our offering in the UK and Global market - enabling us to effectively position our brand in our strategic verticals and end-user accounts.” In a mission to expand their European footprint, in 2016 Genetec set up a subsidiary in Germany to build its presence within the DACH region (Germany, Austria, Switzerland). To support Genetec business growth an aggressive PR & comms strategy was required. As Genetec lead pan-European agency Say on-boarded its German fellow Plexus partner, BSK to take up this challenge.
New Market Access – From the UK to DACH
Challenge

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.

Solution

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.

Results

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.

Feedback

“Thanks to BSK, Genetec is an established expert for security issues in the DACH region.”

Nick D‘hoedt, Managing Director of
Genetec Deutschland GmbH

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