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Optosecurity is acquired by Toyota group
- Product
Pioneering new category solution: Optical Correlator, designed to automate threat detection at security checkpoints by upgrading existing security infrastructure. - Stage
Mark M.J. Scott joined the company pre-seed financing; he was hired by the two founders as the Senior Marketing Advisor. - Outcome
Marketing played a key role in driving global awareness, increasing valuation during multiple funding rounds. The company’s Chairman was the former Deputy Prime Minister of Canada, John Manley. The company was acquired by Vanderlande, a division of Toyota Corp.
Challenges
- Complex ground-breaking technology with no core messaging/materials in place.
- Needed to urgently demonstrate product-market fit to satisfy existing and future investors and compensate for very long timelines and costly R&D
- New category of product, with no clear competition to counter position against
- No market awareness with target markets; Governments, Airports, Civil Aviation, Security industry leaders
- Lack of credibility due to early-stage company/category in a very conservative market
Marketing Strategy
- Positioning foundation: Developed positioning and marketing infrastructure to prioritize value to key market constituents
- Scalable communications infrastructure to ensure synchronicity of story to multiple audiences, while avoiding errors or hype.
- Opinion Leader & Industry Champions strategy launched at the earliest stages to attract advocacy supporting positioning and demonstrate product-market fit.
- Global awareness via media strategy to build awareness with multiple target audiences.
- Influence new category definition through positioning strategy
Outcomes
- Attracted multiple funding rounds, top talent and provided time to develop the product.
- Attracted Global 500 partners/clients
- Accelerated business objectives through contextual value-based communications to investors, media channels, partners, clients…
- Rapidly established the product / company as a new disruptor in a very conservative industry.
- Demonstrated signals of product-market fit to satisfy existing investors, attract new investors and lure established brand partners.
- Accelerated global brand awareness: Secured global media exposure in The New York Times, Discovery Channel, CNN, USA Today, Los Angeles Times, The Guardian, Janes Security Review…
- Elevated the brand credibility in security industry with targeted media and event strategy that captured conservative security media to feature the company as a looming game changer
“Northern Pixels was instrumental in shaping our foundational marketing strategy and catapulting us onto the global stage. Their expertise secured us top-tier coverage in leading business and industry media, firmly establishing our position as an emerging category leader.”
ERIC BERGERON
FOUNDER & CEO
OPTOSECURITY
