Facing mounting competition from margin-obliterating, VC-backed, 800-number, one-size-fits-all POS providers, the RSPA Marketing Community met to share success stories and innovative strategies that differentiate SMB retail IT solution providers. From creative campaigns to the subtle conversation details, the group’s discussion revealed actionable insights to resonate with customers and thrive in 2025 and beyond. Discussion takeaways and insights:
- Harnessing Emotional Resonance and Unique Campaigns
Campaigns like “Monopolist Tears” and “Keep Main Street Main” demonstrated the power of combining emotional appeal and relatable messaging to connect with SMB merchants. By transforming adversity into a rallying cry and emphasizing shared values, these campaigns inspire customer engagement and highlight the unique strengths of VARs.
- Value-Added Services
Community members stressed the importance of offering comprehensive solutions. By positioning themselves as full-service solution providers, they not only meet merchant needs but also stand apart from competitors focused on transactions.
- Power of Personalization
Several members shared the success of tailoring outreach efforts, such as:
- Providing detailed, location-specific materials to customers.
- Incorporating names and personal touches into follow-up communications.
- Using testimonials and success stories to build trust and credibility.
- Extreme Personal Customer Service
Emphasizing personalized, tailored customer service is a crucial differentiator. The tagline shared by a community member, “We’re 1-on-1, not 1-800” encapsulates this approach, highlighting the human connection and accessibility SMB VARs can provide.
- Innovative Partnerships
Bundling services and working with software and vendor partners were highlighted as effective ways to add value. Tailoring these bundles to customer-specific needs, rather than relying on one-size-fits-all packages, ensures meaningful engagement.
The strategies and insights shared by the RSPA Marketing Community are just the beginning. These conversations will continue and evolve at Inspire 2025, January 27-29 in Curaçao. Attendees will have the opportunity to explore how VARs and ISVs can stand out in a competitive landscape.
The Inspire agenda has been crafted specifically for growth-oriented VAR and ISV leaders competing with VC-backed, 800-number POS providers. Don’t miss your chance to gain actionable takeaways and drive success in the new year. Register today and be part of the conversation.
About RSPA Marketing Community
RSPA Communities are a unique opportunity for members to get involved, share their expertise and help to make the association even stronger. The Marketing Community meets every 4-6 weeks to discuss RSPA marketing efforts, marketing best practices, and share marketing challenges or tips. If you would like to get involved in the Marketing Community, please email RSPA Director of Marketing & Strategic Partnerships Chris Arnold at CArnold@GoRSPA.org.
