A bit about Payzone…

Payzone needed to launch its upgraded device to new and existing retailers – A product launch that’s a huge benefit for Payzone

The Challenge

Payzone asked Reckless to launch a marketing campaign to promote its brand-new Payzone Plus device and enhanced portfolio of services. The campaign aimed to:

 

Encourage existing Payzone retailers to upgrade
Persuade new retailers to join Payzone

Our Approach

Firstly, we focused on campaign messaging. Through research, we explored the pain points that Payzone retailers experienced when using the historic Payzone device.

The campaign messaging; smaller, faster, better, communicated the benefits of the Payzone Plus device and positioned itself as the alternative device Payzone retailers had been waiting for.

“You know the tablet they provide now? Well, I need a smaller one because it takes up too much space really. Too many receipts, too many wires.”

“I’d like to see more services on the terminal than we do now, like British Gas.”

We identified which marketing channels would most resonate with each key audience segment. Paid advertising, magazine placements and direct mail were used to generate leads from retailers who were new to Payzone.

Meanwhile, email and organic social generated requests to upgrade from existing Payzone retailers.

The Results

Over the last 12 months, paid advertising generated 16,000 clicks and we exceeded the target for new devices installed by 35%. Furthermore, we achieved a lead-to-install conversion rate of 25%.

Getting Down to the Detail

We created a dedicated Payzone Plus landing page, which featured informational content about the device’s USPs and wider Payzone services. Our campaign activity directed potential leads to this page, where users registered their interest in joining Payzone or upgrading their devices.

With a strategic approach to lead generation, we evolved our campaign activity from a catch-all approach to targeting specific regional areas with fewer Payzone stores.

We worked closely with Business Development Managers to develop campaign messaging that overcame the common barriers they experienced when getting retailers to upgrade, sign up or switch to Payzone Plus.

Let’s discuss your requirements…

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