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Insights and Expertise

Channels and tactics launch and track your ads, and for relatively little cash,
you can create targeted campaigns to help drive potential
Effective holiday marketing to your merchants involves a customers to action.
multi-channel approach, combining social media, email,
organic and paid advertising, and content marketing. And don't forget other aspects of content marketing—for
example, your website, webinars, blogs, ebooks and holi-
Through email campaigns, you can position your orga- day setup guides—to provide further information about
nization as their trusted partner, working collaboratively your capabilities and what you can do to make their holi-
to ensure they have everything in place for a successful days simpler and more successful.
season.
Try creating a holiday themed landing page for your web-
Create and send a calendar-based holiday guide that pro- site that includes a testimonial from a retailer who used
vides merchants with helpful tips on what they'll need to your POS system last Christmas or include a simple call to
do to prepare for each season. Or try running a multi-part action on the home page, for example, "Click here to book
series highlighting testimonials from some of your top your 15-minute holiday setup call!" You can also create
merchants who have found success using your products blog posts with titles like "5 ways retailers can prepare for
and solutions. BFCM payments."

Using social media such as Meta, LinkedIn, TikTok and Partnerships and community outreach
Pinterest is an ideal way to visually tell your story, espe-
cially with imagery, reels and stories to attract and retain Using the resources available from business partners can
followers. As Instagram has expanded the length of its help ease the pressure of having to create everything on
reels function, it's the perfect format to show demo videos your own and is advantageous to both parties involved.
of your products in action, especially if you're engaging
one of your merchants to give the demo. Team up with your OEMs or gateway provider to cross
promote each other's services and solutions, offering bun-
And don't shy away from paid ads on your social media dled discounts for a limited time; work with regional retail
channels. Both Meta and LinkedIn make it easy to create, associations and chambers of commerce to host a webinar
on how to maximize sales with the right POS solution this
holiday season; or offer a free in-store checkup for cham-
ber members.
Snapshot of Upcoming Events
Make sure your sales reps are armed with the right tools
to reach out effectively to existing and potential custom-
ers. Create seasonal toolkits that provide them with de-
tails on what services and solutions are right for each in-
dustry, especially for each season. Develop talking points
to help approach each vertical, such as payment solutions
for seasonal merchants or what services etailers need for a
September 8 - 10, 2025 successful BFCM.
Fairmont Scottsdale Princess Whatever your marketing efforts are this season, make
sure they're consistent and aligned with your brand. Mer-
Scottsdale, AZ
https://westernstatesacquirers.org/ chants are stretched thin over the holidays, and as seasons

are being stretched over longer periods of time, they'll
look to you as a trusted partner to help provide a sense
of stability so they can make the most of every traditional
and newly manufactured celebration—Summerween or
whatever—that's thrown their way.

As a seasoned marketing professional, Jaki Kackert has contributed to
the success of organizations within the payments space and financial
services sector and has helped brands, both big and small, create aware-
September 8 - 10 , 2025 ness and drive results through effective marketing strategies. Contact
her at jbkackert@gmail.com.
The Marriott Marquis Times Square - New York
https://informaconnect.com/finovatefall/purchase
/select-package

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