How Squirrel Introduced Cloud to its Legacy Business with Innovative Marketing Messaging
Squirrel Systems, a well-established Point of Sale (POS) provider, has been a trusted name in the hospitality sector for decades. Known for its reliable and robust on-premise solutions, the company has built a strong reputation for empowering businesses to manage their operations with ease and efficiency.
However, as the technology landscape rapidly evolved and the demand for cloud-based solutions grew, Squirrel recognized the need to launch a cloud-based POS to complement its on-premise offerings and stay competitive.
In 2021, Squirrel commissioned TPM to assist with the launch of its new cloud-based POS solution and position the company as a forward-thinking industry leader, while also preserving its legacy and industry standing.
What We Did and How We Did It
The TPM team worked with Squirrel to develop marketing strategies and tactics to effectively communicate the benefits of Squirrel’s new cloud-based solution to its existing and prospective clients. Together, TPM and Squirrel built creative campaigns and targeted messaging to elevate Squirrel’s brand and ultimately drive the adoption of its cutting-edge product offerings.
Product Marketing: Personas & Messaging
Web Content
- Home page
- Solution page
- New Cloud POS page
- On-Premise POS page
Content Marketing
Playbook:
Digital Transformation in the Service Industry
Transform Your Guest Experience:
5 Steps to Replace Your POS.
The second piece was a guide, “Transform Your Guest Experience: 5 Steps to Replace Your POS.” This resource was targeted to a more technical buyer persona as it provided specific technical and operational considerations involved in replacing a POS system.
By offering these resources as free downloads on the website, Squirrel not only positioned itself as a thought leader in the industry but also fostered trust and credibility among its target audience, ultimately driving increased interest and engagement with its solutions.
Design
Squirrel entrusted TPM with the critical task of executing all design work for its content marketing, web resources, and app store screenshots. Our team of world-class designers set out to create modern and visually striking designs that perfectly complemented Squirrel’s new cloud-based POS systems.
By carefully considering color schemes, typography, and layout, our designers crafted an aesthetic that not only aligned with Squirrel’s existing brand identity but also seamlessly integrated its innovative product offerings. This fresh and engaging design approach extended across all content marketing materials, including the playbook, infographics, and social media assets, ensuring a consistent visual language that resonated with Squirrel’s target audience. The result was a stunning and cohesive digital presence that effectively captured the essence of Squirrel’s transformation and showcased its commitment to providing cutting-edge solutions for the hospitality industry.
Further and equally important, they have been extremely flexible beyond our scope of work and agreement as our go-to-market launch needs have changed. They've been a true partner allowing us to pivot on deliverables as needed without hesitation."
Summary
TPM helped the Squirrel team launch its cloud-based POS on an extremely tight schedule. However, the launch went smoothly, and Squirrel was very pleased with its new streamlined messaging and content marketing strategies.
Today the company is moving at hyper speed, successfully executing its go-to-market strategy in North America and making impressive gains in market share across its key target audiences.
We are very excited to see what the future has in store for this incredible brand.
