Resetting Marketing Priorities For POS Resellers During A Pandemic

By Craig Kaliebe, Distribution Sales Manager, APG Cash Drawer

Developing a marketing plan for POS software developers and channel partners is challenging in normal times, a pandemic can make it downright stressful. What do you do when you can’t meet customers face to face and everyone is worried about getting infected? Those are the questions we posed during a recent RSPA Symposium on adapting marketing plans for the COVID-19 pandemic.

Moderated by Breanna Brown, Global Marketing Manager at APG, the session panelists were James Korte, Manager of Digital Marketing Strategy at BlueStar; Brianna Moriarty, Partner Development Manager at Star Micronics; and Niala Kalola, Digital Marketing Manager for POS Nation. Each speaker shared their experiences in how they have pivoted their marketing strategies to adjust to new realities.  One thing everyone agreed on is the need to have a strong, clear communication plan, without drowning customers and prospects with emails.

Content Creation for the Digital Customer

Since travel and event budgets have been cut back, content creation has gained new relevance.

“We have a lot more content marketing in terms of blogs, free guides – things of that nature – so that [customers] can just download and implement,” said Kalola. Furthermore, since face-to-face contact isn’t possible, people are connecting electronically. “We see a lot more virtual conferences, a lot more webinars, webcasts, and it is a way to reach a large number of people.” POS Nation has also stepped up SMS marketing to avoid overloading customers’ email inboxes.