One of Ricardo Pereira’s favorite mottos is “If at first you don’t succeed, try again.” He often reminded himself of this phrase when FRICON—a Portuguese company specializing in freezing and chilling equipment—was skeptical about creating a social media presence for their brand.

Four years later, the brand’s online presence is so powerful that it alone led the company to successfully enter an entirely new market.

In today’s episode of The Content Mix, Ricardo joins Shaheen Samavati to discuss his role as the brand’s head of marketing and communications for the EMEA region.

Tune in as Ricardo and Shaheen talk about building brand awareness and expanding business through social media, plus how his company was forced to figure out new ways to connect with their audience amidst the global pandemic.

You can watch the full conversation in the video above or on YouTube, and listen to the podcast on Apple or Spotify.

Rapid-fire recs  

  • Recommended reading: Friction by Roger Dooley. “I love books about psychology because I’m fascinated with the brain and people. Friction discusses how you can work past the things that slow you down to really get ahead.”
  • Productivity hack: Create a healthy schedule. “Wake up early, don’t go to bed too late. In my opinion, it’s a healthy way of living that makes us more productive. That’s my advice, but you have to figure out what’s best for you.”
  • Favorite platform: LinkedIn. “It’s a platform that comes with so much potential and it’s a great place to do business.”
  • Useful resource: The QSP Summit. “It’s a major European event surrounding management and marketing. This summer it’s based in Portugal and there will be over 50 speakers, including Malcolm Gladwell.”
  • Source of inspiration: “Everyone who’s helped me along the way to develop myself professionally and personally, especially my parents who taught me great ethics.”

“Marketing today is always associated with a great story—every business has a story to tell and every business has content to share. The beauty of digital channels is how they facilitate in this process and allow us to better engage our audiences and form stronger relationships.”

Connect with Ricardo and Shaheen on LinkedIn.

This post was edited by Mary Kresge.

For more insights into the importance of social media:

To read the full transcript, click on page number 2 below.