HID Global

What Does It Take for a Global Security Leader to Get Noticed in Korea? 🔐🇰🇷

HID Global, a U.S. leader in secure identity and access solutions, is a globally trusted name, yet in Korea its presence needed reinforcement. Korea's enterprise buyers research through Korean-language trade media and lean towards locally rooted technology brands, and breaking through that noise meant more than a strong global reputation. HID Global needed to reach key decision-makers where they actually look, and to communicate complex technology in a way that resonated locally.

expand k devised an integrated marketing programme spanning both brand and performance across digital and offline channels. We ran premium banner advertising on leading industry platforms such as Boannews and Industry News, produced full-page print features in Security World Magazine to reach high-value B2B audiences, and published sponsored PR articles on major technology media including Daily Secu to expand HID's visibility within the cybersecurity and access control community. To drive direct engagement, we executed Korean-language EDM campaigns with localised messaging and visuals, with all campaign data monitored and optimised through Looker Studio.

The programme moved HID Global into the conversations it had been missing. Brand awareness grew by 200% through ongoing PR and media exposure, and search visibility doubled on the back of premium placements across Korea's key technology platforms.

In technical B2B markets, credibility is earned in the trade media buyers already trust, long before a sales conversation begins. expand k established a clear marketing framework for HID Global's ongoing communication in Korea, laying the foundation for continued growth, awareness, and lead generation in one of Asia's most competitive B2B technology markets.

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