Back in 2013, the British Plexus agency Say Communications was awarded the PR and communications contract in the UK by Genetec, a leading Canadian provider of IP-based physical security solutions. After three successful years in the UK, Genetec decided to expand its European presence in 2016 and established a subsidiary in Germany to activate the DACH market. As Genetec’s pan-European lead agency, Say brought its German Plexus partner BSK on board at this time. As a specialist agency for international B2B Tech-PR, BSK was to provide communications support and drive Genetec’s market launch in Germany forward.

Challenge

Prior to 2016, Genetec was virtually unknown in the DACH region, both among companies and the media. In order to support the company’s investment in a new regional sales team, PR and communications work had to be ramped up at short notice.

Solution

BSK implemented a media and partner program, identified relevant industry associations, influencers and events, conducted background interviews with industry experts and succeeded in incrementally positioning the company’s messages with the relevant target groups, as well as increasing brand awareness. Today, BSK is regularly placing information on the company’s background, as well as interviews and technical articles, thereby profiling Genetec as a security solutions expert.

In addition, BSK took over the localization of the Genetec website and product material from English into German. In order to support customer acquisition, BSK set up Genetec’s presence on the German social business platform XING, provided content for the news section and initiated XING marketing campaigns.

Since 2020, BSK has also been providing support in the implementation of all online and offline marketing activities – from advice on the topic focus, a dedicated channel partner newsletter, negotiating and booking ad packages to adapting the ads for the German market.

Results

Today, Genetec is firmly anchored as an acknowledged expert for security solutions in the reporting of the DACH region’s trade press and has also featured as interview partner on public television as an industry expert.

The continuous work is paying off: Since 2016, BSK has generated more than 420 relevant articles. Over 70 Genetec articles and case studies have been published, and BSK has been able to position its client Genetec at more than 20 trade fairs and events.

“Thanks to BSK, Genetec is an established expert in security issues in the DACH region,” as Marlen Rieger, Regional Marketing Manager Genetec Germany GmbH, confirms.