Omniado Presents
Marketing
Strategy
2023
Contents
Executive Summary
Page 4
Mini Style Guide
Page 5
Mission Statement
Page 6
Objectives
Page 7
Competitor Analysis
Page 8
SWOT Analysis
Page 12
Marketing Strategy
Page 14
Meet the Team
Page 17
Adhering to a corporate identity is crucial to ensure a brand is always consistent and recognizable wherever it appears. People are much more inclined to trust a cohesive brand with
a consistent appearance. This also gives the brand a professional image and ensures they
are easily recognized across channels. Adhering to a corporate identity is crucial to ensure
a brand is always consistent and recognizable wherever it appears. People are much more
inclined to trust a cohesive brand with a consistent appearance.
Marketing Strategy
3
Executive
Summary
Omniado is pleased to present this marketing strategy for
Paywich, a deli point of sale (POS) system that revolutionizes
the operations of deli stores by leveraging technology-based
solutions. The proposed POS system is a robust and user-friendly software application designed to facilitate and
streamline transactions, manage sales, inventory, and customer interactions seamlessly. While there are many POS systems
on the market, Paywich’s POS system is designed exclusively
for Deli Stores.
To facilitate and streamline transactions between a
business and its customers, businesses utilize point of sales
(POS) systems. Paywich is a deli POS system that enables
deli stores to improve their operations by using a technology-based format.
Paywich’s POS system will be a robust and user-friendly software application that enables businesses to manage sales,
inventory, and customer interactions seamlessly. It is designed
to meet the specific needs of deli stores including franchises,
single storefronts, and grocery store delis.
Paywich’s key specialties include sales processing, inventory
management, reporting and analyzing data, customer relationship management, and integration capabilities. These features
will offer deli stores benefits including increased efficiency,
enhanced customer experience, scalability and flexibility, and
data-driven insights. The deli industry is experiencing significant growth, and
businesses are increasingly seeking advanced technology
solutions to stay competitive. Paywich’s POS system addresses the evolving needs of this market, offering a feature-filled,
scalable, and customizable solution that caters to businesses of all sizes. With its robust features, seamless integration
capabilities, and data-driven insights, Paywich’s POS system is
positioned to revolutionize the deli industry, enabling businesses to thrive in the digital age.
Omniado has been brought on board to assist with their general and creative marketing endeavors. Our goal is to increase
brand awareness, drive sales, and get customer acquisition
for Paywich.
Marketing Strategy
4
Mini Style Guide
We have put together a brief style guide that should be used when putting together any visual elements during Marketing
efforts (eg. Social media posts, printed media, online banners etc).
Adhering to a corporate identity is crucial to ensure a brand is always consistent and recognizable wherever it appears.
People are much more inclined to trust a cohesive brand with a consistent appearance. This also gives the brand a professional image and ensures they are easily recognized across channels.
Primary Font family: Forma DJR
Secondary Font family: Proxima Nova
Forma DJR is a contemporary font with clean lines and
a modern aesthetic. While Forma DJR maintains a clean
and minimalist style, it also has its own unique character. It stands out from more conventional fonts, making
it easier for paywich’s logo to be remembered by customers and distinguishable from competitors.
Proxima Nova is a modern and clean font that complements your deli POS system logo, adding a contemporary aesthetic. With its geometric proportions and clean
lines, Proxima Nova enhances visual appeal and creates
a visually pleasing design.
Headings: Forma DJR Deck Bold
Sub-Heading: Forma DJR Deck Medium
General Text: Forma DJR Deck Regular
Colour Palette
Special Phrases: Proxima Nova Italic
Sub-Heading: Proxima Nova Semibold
General Text: Proxima Nova Regular
Icons
For the brand Paywich, using the color orange in the
deli POS system logo can evoke enthusiasm and positivity. In the fast-paced deli environment, it adds energy
and dynamism to the brand. Orange’s association
with food stimulates the appetite and visually appeals
to customers. Additionally, the high visibility factor of
orange helps the logo stand out in marketing materials
and digital platforms, making it advantageous in a competitive deli market.
Fonts & colour use
Heading
Heading
Sub-Heading
Sub-Heading
Heading
Heading
Sub-Heading
Headings: Proxima Nova Bold
Technology
Hardware
Cashflow
Speed
Inventory
Ordering
Design Elements
Sub-Heading
Marketing Strategy
3
Mission
Statement
Leveraging cutting-edge technology, software applications, and our
extensive experience, we are committed to revolutionizing the Deli
Store industry with our innovative and tailored Point of Sale (POS)
system, Biteit. Our mission is to exceed our client’s expectations by
delivering a custom-designed solution that maximizes productivity,
management, and efficiency in their working environment. Our commitment to enhancing the Deli Store owner’s operational efficiency
drives us to provide an unparalleled POS system that encompasses
all the essential features such as contraction on processing payments,
customer and employee management, and data reference availability.
Each of these functionalities is tailored to meet the specific needs that
every Deli store owner desires. By exclusively focusing on Deli Stores,
Paywich seeks to offer potential clients with the tools they need to
thrive and succeed in their business.
Having a clear vision & mission statement is of the utmost importance for any company seeking to
conduct their business successfully.
This mission statement forms ‘the golden thread’ that everything else is based on, especially when
it comes to marketing. All marketing efforts need to somehow tie back to this golden thread & the
company’s mission statement.
This statement is a promise made to your clients, centered around the very core of your
business. It needs to be simple, clear & 100% obtainable. These fundamental elements of your
business’ identity should be shared with your team so that you stand united & are all on the same
page.
Marketing Strategy
4
Objectives
These are the goals that we set out to achieve through our marketing effort and
1
Generate Sales through increased brand awareness
Once the new POS system is established, our ultimate goal is first and foremost to
generate sales and get customers ‘through the door’. The first step in achieving this
goal is to make the brand visible in various ways to ensure that people know who
Paywich is and what it does. It will be crucial to establish the brand within the industry and use tactics to create both online and offline presences. Ultimately, the goal of
the entire campaign is to generate sales for the new POS system.
2
Identify and reach the right audience effectively
Find authentic and effective ways to reach a variety of deli stores, including franchises, single store fronts, and grocery store delis, that would benefit from a new point
of sales (POS) system designed specifically for deli stores. By conducting research
into these audiences, their behavior, and how they generally prefer to conduct sales,
we will be able to address them on the right platform in the right way, offering a tangible way to solve problems through this new POS system.
3
Establish marketing efforts in general
Access competitor’s current standard and quality of marketing across the board.
Through analyzing current visible marketing endeavors, we will see where there
may be gaps or opportunities to either place or improve marketing. This applies
to traditional markets, digitals marketing, and social media, in terms of visuals and
content.
Marketing Strategy
5
Competitor Analysis
In this day in age, where the technology market is full of so many products and solutions, it has become
increasingly important for a brand to create a competitive edge. While there are no POS systems directly
catered to Deli stores, there are several general POS systems that companies in the food industry rely on
daily. It is therefore essential to know exactly who your greatest competition is, and what they are doing
differently.
This competitor analysis aims to seek out what Paywichs competitive advantage could be, and how we can
use the competition’s strengths and weaknesses to your benefit. It is also crucial to understand the current
products on the mcarket to identify how Paywich should define itself and create a unique competitive advantage. This analysis will demonstrate why any potential customers should choose Paywich instead of any
other POS system.
Based on the research we conducted on different POS systems in the market, we will be taking a closer look
at the following competitors:
1.
2.
Toast
Touch Bistro
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3.
4.
Skytab
Lightspeed
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5.
Hunger Rush
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Marketing Strategy
6
Competitor Analysis
Overview
1.
1. Toast
Toast is the biggest competitor due to its popularity and to the potential market. Currently, there are over 85,000 businesses who use Toast as their POS platform, contributing to its highly reputable brand name amongst the growing market.
While Toast focuses on the food industry as a whole, Biteit would directly focus on the deli segment of the food industry.
Toast online:
WEBSITE: https://pos.toasttab.com
Toast’s easy-to-navigate and aesthetically pleasing website appeals to many of its consumers. Its website clearly illustrates
a demonstration, its pricing modules, what service it offers, and other important features that makes them a serious
competitor.
FACEBOOK:
The Toast Facebook page offers live updates every month. However, Toast does not maintain a steady stream of advertisements via Facebooks. They go through ebbs and flows as they announce and promote attributes of the company. While
Toast has accumulated many followers, reaching around 55,000 people, it fails to collect a great number of likes,
comments, and such activity within its posts.
TWITTER:
Toast appears twice on twitter. One is labeled with ToastPOS while the other is labeled as Toasttab. The toastPOS direct
account owners to visit toasttab as the main form of the brands accounts. The toastPOS system is completely inactive but
still appears when looking into toast via twitter. Toasttab updates the community but does not talk about the use of the
product. Instead, they talk mostly about community service and the DEI.
YOUTUBE:
Description located in the biography of the account accurately informs customers as to what the brand initiative and
service is.
INSTAGRAM:
Found under the location of toasttab and explicitly says they are a platform that caters to all the needs of a restaurant. It
actively uses the account to highlight its customers and promote their vast offerings. It is evident that their posts are
thoroughly created and designed with a specific color scheme and format.
TIKTOK:
Conclusion:
Toast has an account for “Toasttab” with a profile picture that is identical to their logo of the brand. However, it has 0
followers and no activity.
Toast’s easy-to-navigate and aesthetically pleasing website appeals to many of its consumers. Its website
clearly illustrates a demonstration, its pricing modules, what service it offers, and other important features
that makes them a serious competitor.
Marketing Strategy
7
Competitor Analysis
Overview
2.
2. Touch Bistro
Touch bistro advertises itself to be an all in management POS system helping businesses increase sales, increasing experience quality, and saving time and money. TouchBistro has created a reputable brand name and currently serves over
16,000 businesses all around the world. TouchBistro has increased their customer base by serving them with customizable
features and add ons to specifically fit a company’s needs and wants. The company works with a variety of businesses in
Touch Bistro online:
WEBSITE: https://www.touchbistro.com
The website is easy to navigate with graphics and writing for each specific segment that the company has to offer. There is
a large banner that focuses on a deal they are providing to potential consumers that stands out because it does not match
the rest of the color scheme of the brand and the website. The website can seem overwhelming because has a lot of
articles linked to the front page as well as words and graphics.
FACEBOOK:
The Touch Bistro’s Facebook page is devoted to their product, deals, and current users. Touch Bistro has a well-managed
and up-to-date Facebook page with around 12,000 followers. While the company posts regularly, it does not accumulate
many likes or comments in comparison to the number of followers the account appears to have.
TWITTER:
Touch bistro’s Twitter account correlates extremely close to many of their Facebook posts. The account has a following of
2,102 and features clients and employees frequently on their page.
YOUTUBE:
The YouTube link is fairly easy to find via the internet. However, there are a few videos that appear that are not part of the
company’s account. Rather, there are alternative independent users explaining the product and how one uses it. The
videos the company posts include stories of customers, tutorials, and other beneficial business ideas such as how the
company can help businesses. It has been active for 5 years now and has a fairly steady stream of videos produced.
INSTAGRAM:
While the page at first does not have a clear color scheme and format, the story archive covers are thoroughly designed
and created to fit their aesthetic. It also has an accurate description of its business. While it has many followers, it has far
fewer than its competitors. It sponsors people’s quotes that have been used by their company to try to elevate new users.
TIKTOK:
Conclusion:
Touch Bistro can be located on tik tok under the following name: touch bistro. It has a simple and clear biography at the
top and the logo is illustrated within the profile. The account only follows 11 people on this account and is followed by 109
people. The account is not extremely active users, but the marketors touch on many topics of management within the
account.
Toast’s easy-to-navigate and aesthetically pleasing website appeals to many of its consumers. Its website
clearly illustrates a demonstration, its pricing modules, what service it offers, and other important features
that makes them a serious competitor.
Marketing Strategy
8
Competitor Analysis
Overview
3.
3. Skytab
Skytab is a company that focuses on the productivity of a restaurant from the front to the back of the house. This pos
system is spearheaded by Shift 4 and is marketed under the name of Skytab. This POS system is known to create solutions
from contactless pay, marketing, and loyalty. Skytab is driven by customers due to their high tech, modern, sophisticated
hardware and system performance. Skytab has been able to gain recognition in the industry due to the parent company
Skytab online:
WEBSITE: https://www.skytab.com
The website is designed to have the aesthetic to replicate outer space. It requires a great amount of scrolling to find information about sectors of the business. It incorporates a menu page that includes hardware, pricing, features, and different
types of businesses it caters to. It is a modern and up to date web page.
FACEBOOK:
Its Facebook includes an intro section of its pricing, but it doesn’t explain its mission. The account is fairly inactive and does
not post frequently. It has a following of 190 accounts.
TWITTER:
The account consistently use their twitter account using the pin feature to bring acknowledgment to its important
announcements. The account is active in terms of reposting others’ work as well as forming their own content.
YOUTUBE:
Skytab has an inactive YouTube account by the name of freeskytab5426 which is not consistent, and the numbers have no
meaning to potential clients. The page has minimal subscribers and post very few videos.
INSTAGRAM:
On Skytab’s Instagram, there is an aesthetic of outer space used consistently throughout its posts. Its instagrams includes
many videos rather than photos, and features its clients and executives in them.
TIKTOK:
There is a short biography with a link to contact them via email. Its account is inactive with only 1 video and 5 followers.
Conclusion:
Toast’s easy-to-navigate and aesthetically pleasing website appeals to many of its consumers. Its website
clearly illustrates a demonstration, its pricing modules, what service it offers, and other important features
that makes them a serious competitor.
Marketing Strategy
9
Competitor Analysis
Overview
4.
4. Lightspeed
The lightspeed POS system is driven to help businesses in the hospitality industry as well as the retail industry. Lightspeed
technology was produced for the purpose of simplifying current business operations, increasing a businesses fullest
potential, and providing excellent customer service. Lightspeed works with a vast amount of restaurant types from quick
service to fine dining. With Lightspeeds technology restaurants are able to increase current revenues as well as form data
based decisions.
Lightspeed online:
WEBSITE: https://www.lightspeedhq.com
The website has a clean look, and it is easy to find information. The website offers many videos to help its users as well as
a live chat feature that its clients can easily use.
FACEBOOK:
Originally when using the search engine via Facebook lightspeed, it does not appear as a page because it is formatted
as “lightspeed commerce” on Facebook. It keeps itself relevant as its logo has become a rainbow and its cover photo is
promoting pride month. There is no specific aesthetic, but the page is thoroughly up to date.
TWITTER:
The YouTube, Lightspeed can be found under “lightspeedhq” and has 19.2k followers. The account is up to date and uses
the pin feature to show off their accomplishments via their previous revenue and their growth.
YOUTUBE:
Unlike Facebook, light speed is found under “lightspeedhq”. Light Speed’s YouTube is quite relevant having 5.94k
subscribers and consistent activity. There is a low number of views on each video when compared to the number of
subscribers.
INSTAGRAM:
Light speed can be located under “lightspeed hq” and comes up immediately once searched in the engine. The company
conducts their page to feature partners, employees and projects. Lightspeed uses the pin feature to bring awareness to
their accomplishments and awards from the past.
TIKTOK:
Conclusion:
Lightspeed is not found on tik tok.
Toast’s easy-to-navigate and aesthetically pleasing website appeals to many of its consumers. Its website
clearly illustrates a demonstration, its pricing modules, what service it offers, and other important features
that makes them a serious competitor.
Marketing Strategy
10
Competitor Analysis
Overview
5.
5. Hunger Rush
Hunger rush designed a POS system that is marketed to restaurantes to increase customer loyalty, simplify current business operations, and promote additional business opportunities. The POS system is driven by 3 major work concepts: off
premise, back of the house, and front of the house. Currently hunger rush has acquired over 18,000 restaurants as current
users and continues to receive awards for high performance, best support, and many others.
Hunger Rush online:
WEBSITE: https://www.hungerrush.com/products/pos/
Initially the website can be overwhelming due to the excess amount of words and lack of visuals and videos. However, it
does have all the standard main menu features and the support team is very well advertised.
FACEBOOK:
Hunger Rush incorporates many posts that include quotes from clients, executives, and employees to create a reputable
brand name and mission. It shows what its product do and why consumers should invest in their POS system frequently
through its posts. The account has plenty of followers but does not receive a lot of activity on each post.
TWITTER:
The usage of twitter is almost identical to their instagram account. Hunger rush highlights client companies and how clients
use and benefit from their POS system. The account incorporates videos, photos, or writing in their posts. Hunger Rush
actively uses their account, but followers do not actively interact with their posts.
YOUTUBE:
Hunger Rush has a series of short videos explaining each part of their company. Each video is stylistically similar. The
media posted does not have many views on their videos, but it is evident the company is trying to recruit clients actively by
the tutorials and detailed videos being produced.
INSTAGRAM:
Hunger Rush uses Instagram simultaneously with Facebook as the company keeps its followers up to date, but the content
advertised does not explain the product. Hunger Rush is up to date on current events to create engagement and show
their values to future clients. Hunger Rush does not have many followers nor activity on its posts.
TIKTOK:
Conclusion:
Hunger Rush is not a user on tik tok.
Toast’s easy-to-navigate and aesthetically pleasing website appeals to many of its consumers. Its website
clearly illustrates a demonstration, its pricing modules, what service it offers, and other important features
that makes them a serious competitor.
Marketing Strategy
11
Price Per
Month
$69
$99
Custom
$69- basic
$29.99
$69
$89
$399
$99
$199
Company
Name
Toast:
Starter
Toast:
Essentials
Toast:
Growth
Touch Bistro:
Starter
Skytab
Lightspeed:
Starter
Lightspeed:
Essential
Lightspeed:
Premium
Hunger Rush:
Starter
Hunger Rush:
Advanced
Competitor Table
Software
Reporting
and
Analytics
$50 per
month
Online
Ordering
Delivering
Integration
Menu
and
Inventory
Management
access to
more data
Advanced
Reporting
CRM
and
Customer
Management
24/7
24/7
Hunger Rush:
Starter
Hunger Rush:
Advanced
24/7
24/7
24/7
24/7
Lightspeed:
Premium
$99 per
month
24/7
$25 per
month
Lightspeed:
Essential
Lightspeed:
Starter
Skytab
Touch Bistro:
Starter
24/7
Toast:
Growth
Support
24/7
Hardware
Toast:
Essentials
Loyalty
Custom
Pricing
24/7
Gift Cards
Payroll
and
Team
Management
Toast:
Starter
Company
Name
Competitor Table
MultiLocation
Support
$229 per
month
Advanced
Support
$99 per
month
Reservations Marketing
SWOT Analysis
of Paywich
Strengths, Weaknesses, Opportunities, and Threats
A SWOT Analysis is a technique used to assess these four aspects of your business in order to craft a marketing
strategy that distinguishes Biteit from their competitors and allows the company to compete successfully within
their specific market.
A SWOT Analysis helps to make the most of what you’ve got in order to use it to your organisation’s advantage.
You can also reduce chances of failure by understanding what you lack and by eliminating hazards that pose a
threat that would otherwise catch you unaware.
Strengths
Offer deli stores a POS
system that is designed
only and specifically for deli
stores
Include features and
functionalities that every
deli store owner wants
A lower cost alternative to
traditional POS systems
User-friendly operations
that allows for flexibility and
the ability for customers to
personalize their orders
Weaknesses
Companies use general
POS systems that they are
comfortable with and have
already formed relationships with them
Many POS systems are
designed to allow brands to
customize their POS system
Deli stores associated with
grocery stores typically use
its established POS system
POS systems can be
complex and lack strong
customer support
Opportunities
Threats
Combine features from
various POS systems into one
system
Cybersecurity threats, data
breaches, hacking attempts,
and unauthorized access to
private information
Grow into a niche market of
smaller deli stores
Cater towards healthconscious consumers seeking
nutritional information on their
orders
Integrate with third party
vendors including delivery
services to offer consumers
an easy way to order
personalized items from deli
stores
Offer excellent customer
service. Good way to break
into the market
Advancements in
technology can lead to
outdated products and
processes
Depending on various
vendors to operate a POS
system
Economic factors including
downturns and inflation can
impact consumers
purchasing habits
Marketing Strategy
14
Marketing Strategy
And finally, we get to the fun part - laying down the Marketing Strategy for Paywich. All the research,
comparisons and analysis we’ve conducted boils down to this. Based on what we have established
about the brand, the market and the audience, we can weave together an airtight strategy which puts
the company’s best attributes to good use, while steering clear of threats and improving areas of
weakness. We aim to capitalize on opportunities while steering clear of threats.
At it’s very core, this strategy is built around the objectives initially set out, while ensuring that every
effort ties back to the company’s mission statement, thus staying true to your core values. These form
the ‘golden thread’ that runs through every piece of marketing that is put out there.
1) Offer free devices to flagship stores
Offering free devices to flagship stores can be an effective marketing strategy to generate brand
awareness, increase customer engagement, and drive sales. Flagship stores are typically high-traffic
locations where potential customers gather. By providing free POS systems to these stores, Paywich
can expose its brand and products to a large audience. People who visit the store may get a chance to
interact with the POS system, creating a positive first impression and generating interest in Paywich’s
brand. When customers have a positive experience with the brand, they are more likely to share their
experiences with others. Word-of-mouth marketing is a powerful tool that can amplify a brand’s reach
and influence. Furthermore, offering free POS systems in flagship stores can encourage customers to
share their experiences on social media platforms and write online reviews. User-generated content,
such as photos, videos, and positive testimonials, can boost brand visibility, credibility, and trust. This
digital word-of-mouth can attract new customers and build a loyal community around Paywich’s brand.
The first step to accomplish this strategy is to design an experience zone. This will entail working
closely with the flagship store to allocate a dedicated area within their premises for Paywich’s brand’s
experience zone. This zone should be visually appealing, well-designed, and prominently display Paywich’s POS system. A tactic for this marketing strategy includes stationing trained staff members in
these flagship stores. They should be well-versed in your products, able to answer customer questions
and provide demonstrations. Their role is to guide customers through the experience, offer assistance,
and create a positive impression of your brand. Another tactic involves offering incentives to consumers. For example, Paywich can offer exclusive discounts, limited-time promotions, or special bundles
for customers who engage with its POS system in the experience zone. This can create a sense of
urgency and incentivize customers to make a purchase or spread the word about Paywich’s brand.
Marketing Strategy
15
Marketing Strategy
2) Street canvassing
Street canvassing is a marketing strategy that involves engaging with potential customers directly
on the streets or in public spaces. It aims to raise awareness about a product, service, and brand by
interacting with people in high-traffic areas. Street canvassing allows for direct, face-to-face interactions with potential customers, enabling a personal connection that can build trust and credibility.
Additionally, marketers can receive immediate feedback from the audience, allowing them to gauge
the response to their offering and make real-time adjustments if necessary. Another benefit of street
canvassing is its cost-effectiveness. Compared to some traditional advertising channels, street canvassing can be a cost-effective marketing strategy, especially for small businesses or startups with
limited budgets.
A key component of street canvassing is choosing a targeted location. This could include busy city
streets, shopping centers, parks, or event venues. Then, employees must prepare promotional materials such as brochures, flyers, samples, coupons, or branded merchandise that they distribute to passersby. These materials are designed to grab attention and provide key information about the service
being promoted. Finally, trained marketing representatives are deployed to the selected locations.
These individuals are outgoing, friendly, and knowledgeable about the service. They will engage with
pedestrians, initiating conversations and showcasing the benefits and features of the offering.
Marketing Strategy
16
Marketing Strategy
3) Partnerships and collaborations with deli stores wholesalers
Developing partnerships with deli store wholesalers can be a highly effective marketing strategy
for promoting Paywich’s POS system. Partnerships with deli store wholesalers involve forming
collaborative relationships between your POS system company and wholesalers who supply delis with meats, cheeses, bread, and other products. This strategic alliance will allow Paywich to
leverage the existing distribution networks and customer base of these wholesalers to promote
and sell its POS system. Deli store wholesalers also have an established network of delis as their
customers. Partnering with them will provide Paywich with direct access to a targeted customer
base, allowing it to reach potential buyers for its POS system more efficiently. Additionally, collaborating with reputable deli store wholesalers lends credibility and trust to your POS system.
Wholesalers have established relationships with delis and their endorsement or recommendation
can significantly influence the purchasing decisions of deli owners. This endorsement helps build
trust in the product and can accelerate adoption. Not only that, but wholesalers have extensive
distribution networks that reach a wide range of delis. By partnering with them, Paywich can
leverage its distribution channels to efficiently distribute and market your POS system. This will
allow Paywich to expand its geographic coverage and penetrate new markets more effectively.
Lastly, partnering with deli store wholesalers will enable Paywich to share marketing resources
and costs. By collaborating, Paywich can pool its resources and reach a larger audience. This can
be more cost-effective than solely relying on individual marketing efforts.
To effectively execute this strategy, Paywich must reach out to deli store wholesalers directly.
This involves crafting personalized emails or making phone calls to introduce the POS system,
highlighting the potential benefits and value it brings to their operations. Then, work with deli
store wholesalers to develop co-branded marketing materials such as brochures, flyers, or digital
assets. These collateral pieces can be distributed to their network of delis, highlighting the partnership and the benefits of using Paywich’s POS system. Collaborating on marketing materials
ensures a consistent message and increases credibility. Furthermore, Paywich should encourage
wholesalers to share content related to your system on their social media channels. This can
create a buzz and generate awareness about its POS system. To motivate wholesalers to actively
participate in marketing and sales efforts, Paywich should provide incentives to deli store wholesalers for actively promoting and selling its POS system. For example, it can offer referral commissions or volume-based discounts to wholesalers who successfully refer deli stores to its system
or achieve specific sales targets.
Marketing Strategy
17
Marketing Strategy
4) Build a strong social media presence
Building a strong social media presence for your deli POS system can be an effective marketing strategy to increase brand awareness, engage with your target audience, and generate leads. It involves
establishing and maintaining an active presence on social media platforms, such as Facebook, Instagram, Twitter, and LinkedIn, to engage with your target audience and promote your product. This is a
helpful strategy to showcase Paywich’s deli POS system and create brand awareness among its target audience. Additionally, social media platforms allow businesses to directly engage with potential
customers, deli owners, and industry professionals. Another benefit to social media includes offering
sophisticated targeting options, allowing Paywich to reach its ideal audience effectively. By leveraging demographic, geographic, and interest-based targeting, Paywich can run paid ad campaigns to
specifically reach deli owners, wholesalers, or other relevant stakeholders.
To implement this strategy, Paywich must hire social media experts to create and post content. Plan
a mix of educational, promotional, and engaging content related to your deli POS system. This can
include product updates, industry news, tips and tricks, customer success stories, and relevant trends.
Use a variety of content formats, such as images, videos, infographics, and blog posts, to keep the
content engaging and shareable. Another tactic is to leverage Influencers and industry experts within
the deli industry who have a significant following or expertise in the field. Collaborate with them to create content, guest blog posts, or joint campaigns. Their endorsement and participation can enhance
Paywich’s credibility and expand its reach to the target audience. Paywich can also utilize paid advertising on social media platforms to reach a wider audience and amplify its message. Furthermore,
social media also offers businesses the ability to run contests or giveaways to drive engagement and
increase brand visibility. It encourages participants to like, share, comment, or tag others in order to
enter the contest. This can help expand Paywich’s reach, increase followers, and create buzz around
its deli POS system.
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Marketing Strategy
5) Production of tutorial videos
Tutorial videos are an efficient marketing strategy to engage and illustrate the benefits and
advantages of the POS system. Tutorial videos are highly accessible and easily made. Through
these videos, Paywich can create awareness, show the dependability of the product, and
demonstrate how the business will interact with the system. Additionally, the tutorial videos are
beneficial to convince consumers to purchase the POS system and understand how to use it
properly. The videos will also show the vast amount of the functions that the POS system offers.
A huge advantage of tutorial videos is that they can be streamed from anywhere, anytime, and
on any device, making it accessible and useful to various deli stores. Another advantage of tutorial videos includes its simplicity and direct content shown through them. For example, highlighting important information with subtitles can help clients better understand the product and be
more likely to purchase it.
The foundations for tutorial videos include the practical decision of how they will be published
and if they will be live-action or animation. The tutorials for the POS system can be posted both
through Paywich’s social media accounts as well as as a mass email list. If the company creates
a channel on YouTube focused solely on the drop of these tutorial videos, it can create posts on
social media to direct people to this account. The company can also create accounts on other
social media platforms solely for these tutorial videos to be posted. The tutorial videos should
be produced in live action to allow audiences tofollow along step by step if necessary. To ensure these video tutorials are beneficial, it is crucial that Paywich hires dedicated members to
produce these videos. The videos must be clear and concise for consumers to fully understand
the product.
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Thank You for the
opportunity to take
your brand to great
new heights
Get in touch
kristin@omniado.com
+27 83 297 2116