Manage episode 366647884 series 3363852
Perry Nalevka, CEO of Penguin Strategies, specializes in launching technology companies internationally. In this episode of The Global Marketing Show podcast, he talks about the global launch of GuardKnox, a technology and engineering company specializing in electric/electronics (E/E) products and solutions for the automotive industry.
GuardKnox offers next-generation software to carmakers, enabling the development of secure, high-performance driving computers. The company has won multiple awards and gets high marks from major car manufacturers like Ford, Mercedes, and Audi.
From the outset, the company knew it had a total addressable market of only 1,000 to 2,000 people and about 10 companies, so their messaging had to be impactful and authentic. Through a few iterations and carefully selected forums of engineers, they tested their messaging to make sure it resonated with their target audience in specific countries, namely the US, UK, Germany, and France.
Throughout, Perry insisted that messaging and content had to be insightful and accurately translated. He said they “would never use AI, that it had to be done right or not at all.”
The biggest mistakes the company made initially were expecting results too quickly and not creating enough quality content of interest to its buyers. Now, the CEO or CTO develops content technical enough to capture their market’s attention. You can find a wealth of robust content on the company’s website – www.guardknox.com.
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Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com