A Go-To-Market Strategy with Patron Points
Client Overview
Company Name: Patron Points
Founder & CEO: Erik Ogren
Market: Customer loyalty for the convenience store retailers
Product Offerings: Customer loyalty programs, tobacco scan data management, mobile app solutions, and seamless POS system integration for convenience stores
Project Background
Patron Points introduced a groundbreaking customer loyalty solution, formi™, aimed at transforming engagement for convenience store owners, manufacturers, and consumers. To ensure a successful launch and market penetration, Patron Points needed a Go-To-Market Strategy for Convenience Store Loyalty that would drive awareness, adoption, and long-term success.
The Results
From July to October 2023, our meticulously crafted GTM strategy positioned formi™ as a leader in the convenience store loyalty sector. By aligning messaging, positioning, and outreach across multiple channels, we:
- Laid a solid foundation for sustained sales growth in 2024 and beyond.
- Established a cohesive messaging framework tailored for C-store owners, manufacturers, and consumers.
- Increased industry visibility through email marketing, a product showcase video, and website optimization.
- Strengthened credibility with coordinated social media, paid media, and PR initiatives.
Campaign Performance
-
Website Traffic
3,169 Total Website Sessions
1,640 formi Page Views
4 Leads -
LinkedIn Ads
$1,396.49 Budget Used
44K Impressions
1K Clicks -
PR
1400 Impressions
274 Views
2 Shares
53 Clicks -
Email
1,982 Sent (6 emails)
20.17% Open Rate
4.46% Click-through Rate
265 Contacts influenced -
Organic Social – LinkedIn (30 days)
170 Unique Visitors
119 New Followers
47K Post Impressions
19 Custom Button Clicks -
Leads
~130 NACS Conference
4 Digital
Our Approach
Develop a go-to-market strategy for a first-of-its-kind convenience store loyalty app. Defining a new category in customer loyalty offerings for independent C-store retailers. With plans and tactics to effectively communicate its benefits to c-store owners, manufacturers and consumers, which included the following tactics:
- Product Messaging Frameworks
Identified the unmet needs, value proposition, differentiators and key messaging pillars for c-store owners, manufacturers and consumers. Defining a messaging framework for each audience allowed us to keep content clear, concise and consistent across all marketing efforts.
- Product Category Naming and Positioning
Established a distinctive product category that differentiates this first-of-its-kind loyalty app, positioning it as an essential new tool for customer engagement in the independent C-store market.
- Audience-Specific Landing Pages
Developed tailored landing page content for each target audience, providing clear, relevant information that drives engagement and maximizes conversions.
- Print Advertising
Leveraged target print campaigns to raise brand awareness and effectively communicate app benefits directly to convenience store stakeholders in trade publications leading up to a large industry conference.
- Product Showcase Video
Produced a compelling product showcase video to visually demonstrate key features and benefits, making the app’s value immediately clear and memorable.
- Social media – LinkedIn (Paid and Organic)
Engaged industry professionals and consumers with both organic and paid LinkedIn content, strategically increasing visibility and engagement for the app.
- Email Marketing
Implemented segmented email campaigns to educate, engage, and nurture key audiences, delivering personalized content that reinforces app value and drives engagement and interest.
- PR Support and Press Releases
Launched a PR campaign with press releases and media outreach, building credibility and amplifying app awareness within trade publications and mainstream media.
From the Client
“Working with the Blue Sparq Marketing team was a game-changer for formi. They nailed our brand message and helped us reach the right audiences with real impact. They brought sharp strategy, critical expertise, and a true commitment to helping formi succeed. Their partnership has been invaluable to us!”
Final Thoughts
By executing a strategic, data-driven Go-To-Market Strategy for Convenience Store Loyalty, Patron Points successfully established formi™ as a leader in convenience store loyalty. Our holistic approach combined branding, digital marketing, and PR to drive visibility, credibility, and long-term adoption in a competitive landscape.
Want to build a winning Go-To-Market strategy for your next big product launch? Let’s connect and make it happen!