Prepared exclusively for MangoMintA sample of relevant work in the SaaS space
STRATEGIC POSITIONING AND PRODUCT BRANDING for QSRAutomations
I led the strategy and creative development of a comprehensive redesign of QSRAutomations, from the logo and product logos, to product positioning, digital and traditional advertising, tradeshows, stunts, and more.
Each product got its own tone of voice, with digital campaigns flighted in a staggered pattern to get the “always on” effect, while selling through the entire suite. Print ads ran in industry pubs, and the standout creative always saw huge returns compared to other more expected or “traditional” ads.
PRODUCT CAMPAIGNS
Tradeshows are always a huge piece of B2B and SaaS marketing strategy. For QSRAutomations, we built an entire restaurant experience so the sales team could walk restauranteurs through the actual experience, live on the floor. This included a host stand, a kitchen with a prep station, and a “to-go window”. Each year this booth would evolve a bit based on product strategy.
TradeShowS
Occasionally we’d pitch big ideas with a press component. For the launch of their product called Recipes (which essentially digitized restaurant chain’s recipes into their kitchen display systems) we offered to “bronze” their last hardcopy recipe book (a lá bronzed baby shoes). See below for a walk from concept, to creation, to a permanent display in their tradeshow booth.
PRESS STUNTS
“What happens to all those old recipe books?
Most of these relics will end up being recycled into paper for beautiful arts and crafts projects, or bags to hold lawn trimmings. But a few select ones may just make it into museums around the world.”
