Smart Strategy for Smart Processing

Introduction

Thank you for choosing Epic Nine to help you conquer your marketing mountains in 2025. We’re excited to partner with a company that has such strong industry expertise and dedication to local service. After our comprehensive discovery session, we’ve crafted a strategic marketing approach that will elevate your brand presence and help you achieve your POS system sales goals.

This Base Camp plan outlines a path forward that leverages your unique strengths while addressing key challenges. We’ve developed creative solutions and tactical recommendations that align with your goal of securing two additional POS clients per month, which would generate approximately $156,000 in the first 12 months and $444,000 in year 2 if that pace does not change.

Goals

1. Secure two new POS clients per month (24 annually)
2. Establish stronger brand cohesion between Smart Processing and Smart POS Solutions
3. Build brand awareness in target markets across East Tennessee and Western North Carolina
4. Generate warm leads beyond cold calling and networking events
5. Create a compelling digital presence through website redesign and strategic content

SWOT Analysis

Strengths

• Founder with extensive credit card processing experience and successful exit
• Local offices providing exceptional customer support
• Competitive rates with no contracts (“we must earn your business everyday”)
• Modern POS systems that integrate with various business needs
• Established market presence in Sevier County
• Strong integration capabilities with systems like ResNexus
• 24-hour response time for hardware issues

Weaknesses

• Brand disconnect between Smart Processing and Smart POS Solutions
• Outdated website lacking proper messaging about POS systems
• Limited social media presence (dormant Facebook, no LinkedIn)
• Fragmented marketing approach without cohesive strategy
• Difficulty converting clients who already have established POS systems
• Branding that doesn’t effectively communicate your unique value proposition

Opportunities

• Underserved hotel sector needing integrated payment solutions
• B2B market with annual processing over $500K
• Ability to offer robust analytics for tourism-based businesses
• Integration of AI for data-driven recommendations
• Strategic partnerships with banks for referrals
• Regional expansion within 75-mile radius of Sevierville and Asheville
• Hospitality associations and chamber memberships for networking
• Capturing restaurants dissatisfied with Toast and other national providers

Threats

• Competition from larger national providers like Toast, NCR Aloha, and Square
• Local competition (CAP in Greenville) targeting the same client base
• Rapid technology shifts in the payment processing industry
• Customer perception that changing POS systems is difficult or disruptive
• Limited awareness of your superior local support advantage

Strategic Overview

Our strategy centers on positioning Smart Processing as the premier local payment solutions provider with Smart POS Solutions as its flagship product offering. Rather than maintaining two separate brands, we recommend unifying under the Smart Processing banner to strengthen brand recognition and simplify messaging.

The cornerstone of our strategy is leveraging your local presence and exceptional customer support as key differentiators against national providers like Toast who cannot match your level of personal service. We’ll develop a comprehensive marketing campaign built around the concept that “when your system goes down, you need a neighbor, not a number”, and also utilizing messaging such as “when your system goes down, if you’re not using Smart POS, you’re toast” – highlighting the critical importance of having local support rather than waiting on hold with a distant call center when restaurant operations are at stake.

By focusing on specific business verticals where you’ve already demonstrated success – restaurants, property management, medical/dental offices, and high-volume B2B – we can craft targeted messaging that speaks directly to each sector’s unique pain points and needs.

Our approach includes:

1. Unified Brand Positioning: Consolidating Smart Processing and Smart POS Solutions under a single brand identity with consistent messaging.
2. Targeted Digital Marketing: Developing campaigns that reach decision-makers at restaurants, hotels, and B2B businesses processing over $500K annually.
3. Strategic Relationship Building: Leveraging chamber memberships and hospitality associations to build relationships with key business owners.
4. Compelling Competitive Messaging: Creating campaigns around the “Don’t get burnt” and “If your system goes down, you’re toast” concepts to highlight the vulnerability of businesses relying on distant support.
5. Comprehensive Digital Presence: Rebuilding your website as a lead-generating tool with industry-specific landing pages and clear value propositions.

Branding & Messaging

Your brand currently exists in two separate entities – Smart Processing for credit card processing and Smart POS Solutions for point-of-sale systems. This division creates potential confusion and dilutes your marketing impact. We recommend unifying under the Smart Processing brand with Smart POS presented as a premier service offering.

Brand Architecture Recommendation:

• Parent Brand: Smart Processing
• Product Line: Smart POS Solutions
• Tagline: “Simple. Local. Smart.”

This structure allows you to build equity in a single brand while clearly communicating your complete service offering. It also provides flexibility to add other “Smart” branded services in the future if desired.

Key Messaging Points:

For your restaurant vertical, we’ll build campaigns around these powerful concepts:

• “Don’t get burnt by distant support” (Possibly use imagery of burnt toast)
• “If your system goes down, you’re toast”
• “With them, you might get an email in 24 hours.  With us, you get a solution.  Now that’s Smart.”
• “Getting Paid Should be the Easiest Thing You Do!”

These messages directly address the vulnerability restaurant owners feel when dependent on national providers without local support. By highlighting the real financial impact of system downtime, we create urgency around your local support advantage.

For property management and hospitality clients, we’ll emphasize integration capabilities with systems like ResNexus and the benefits of having local experts who understand the unique needs of tourism-based businesses.

AI rendering of video and graphic ad concept.

Website Redesign

Your current website requires significant updates to effectively showcase your offerings and generate leads. We recommend a complete redesign with these key elements:

1. Unified branding under Smart Processing with clear navigation to your service areas
2. Industry-specific landing pages for restaurants, property management, retail, and medical/dental
3. Case studies and testimonials highlighting success stories from your existing clients
4. Interactive elements including rate calculators and ROI estimators
5. Prominent contact forms optimized for lead generation
6. Educational resources establishing your expertise in payment processing

The new website will serve as your digital business card, converting visitors into leads through strategic calls-to-action and value-driven content. We’ll integrate visitor tracking technology to identify businesses browsing your site, enabling targeted follow-up.

Digital Advertising Strategy

LinkedIn Ads

LinkedIn offers precise targeting of business owners and decision-makers by job title, industry, and company size. We recommend:

• Sponsored Content: Industry-specific articles addressing pain points and solutions
• Message Ads: Direct outreach to restaurant owners and hospitality executives
• Dynamic Ads: Personalized display ads targeting specific business titles
• Lead Gen Forms: Pre-filled forms making it easy for prospects to request information

Campaign themes will include “The True Cost of System Downtime” and “Why Local POS Support is the Game Changer for Business Operations,” reinforcing your key differentiator.

Display and Retargeting Ads

We’ll develop compelling display campaigns targeting:

1. Geographic focus: Businesses within your 75-mile service radius of Sevierville and Asheville
2. Industry focus: Restaurants
3. Behavioral targeting: Businesses researching POS systems or expressing dissatisfaction with current providers

Retargeting will keep your brand in front of website visitors as they browse other sites, with messaging tailored to the specific pages they viewed on your site.

For restaurant prospects, we’ll create animated display ads showing scenarios of system failures during peak service hours with messaging like: “When your system crashes at 7pm on Friday, will your provider answer the phone? We will. Don’t get burnt by distant support.”

Video Advertising

Video provides a powerful medium to demonstrate the real-world impact of your services. We recommend:

1. Customer Testimonial Series: Brief videos featuring satisfied clients sharing how your local support saved their business during critical moments
2. System Comparison Demos: Side-by-side comparisons showing the ease of use of your systems
3. “Don’t Get Burnt” Scenario Videos: Short dramatizations of restaurant crisis moments resolved through your quick local support

These videos will be strategically deployed through:

• YouTube pre-roll targeting restuarant owners
• LinkedIn video ads
• Streaming TV ads targeted to restaurant owners

Strategic Partnerships

Chamber Memberships

Chamber memberships provide valuable networking opportunities and credibility. We recommend active participation in:

• Sevierville Chamber of Commerce
• Sevierville Hospitality Association
• Greater Knoxville Hospitality Association
• Pigeon Forge Hospitality Association
• Blount County Chamber of Commerce
• Knoxville Chamber of Commerce
• Gatlinburg Chamber of Commerce
• Haywood County Chamber of Commerce
• Asheville Chamber of Commerce

Rather than passive membership, we recommend strategic engagement through:

1. Hosting educational sessions on payment processing best practices
2. Sponsoring chamber events frequented by your target customers
3. Contributing articles to chamber publications
4. Participating in networking events with prepared elevator pitches

Bank Partnerships

Banks represent a significant referral opportunity. We recommend:

1. Identifying regional banks without proprietary processing solutions
2. Conducting training sessions with bank business development officers

Trade Show Strategy

Trade shows provide direct access to your target audience. We recommend participating in:

1. Restaurant Industry Shows:
   • Tennessee Restaurant Association events
   • North Carolina Restaurant & Lodging Association expos
   • Regional food service exhibitions
2. Hospitality Industry Events:
   • Mountain tourism conferences
   • Vacation rental management seminars
   • Hotel association meetings

For maximum impact, your trade show presence should include:

• Interactive demos of your POS systems
• Video displays highlighting customer success stories
• Professional banners featuring your “Don’t get burnt” and/or “You need a neighbor, not a number” messaging
• Engagement activities that draw attendees to your booth
• Lead capture mechanisms beyond business card collection

Targeted Outreach Program

Restaurant Owner Outreach

We recommend a systematic approach to reaching restaurant owners and groups:

1. Database Development:
   • Compile comprehensive list of restaurants in your service areas
   • Identify restaurant groups and management companies
   • Research new restaurant permits and applications
   • Monitor restaurant industry news for ownership changes
2. Multi-Touch Campaign:
   • Initial direct mail piece introducing your local support advantage
   • Follow-up email with value proposition and testimonial
   • LinkedIn connection request with personalized message
   • Phone outreach offering free system evaluation
   • In-person visit with leave-behind materials
3. Content Targeting:
   • Educational resources addressing common restaurant POS pain points
   • Case studies showing successful implementations in similar establishments
   • Competitive comparison guides highlighting your local advantage

This systematic approach ensures multiple touchpoints, increasing the likelihood of conversion. By tracking engagement at each stage, we can refine messaging based on what resonates with your audience.

Chamber Membership Opportunities

Sevierville Chamber of Commerce

Membership Benefits:

• Access to over 800 member businesses
• Networking events including Business After Hours and Morning Mixers
• Listing in the chamber’s online business directory
• Opportunity to host events and showcase services
• Marketing opportunities through chamber publications

Membership Investment:

• Basic membership starts at $275/year
• Additional investment levels available with enhanced benefits

Contact Information:

• Website: https://www.scoc.org/
• Phone: 865-453-6411
• Email: info@scoc.org

Sevierville Hospitality Association

Membership Benefits:

• Networking with hospitality industry professionals
• Educational opportunities specific to the hospitality sector
• Advocacy for hospitality businesses
• Access to industry-specific resources and information

Membership Investment:

• Annual membership fee (contact for current rates)

Contact Information:

• Website: https://seviervillehospitalityassociation.com/
• Email: Available on website

Greater Knoxville Hospitality Association

Membership Benefits:

• Networking with hospitality professionals in the Knoxville area
• Educational seminars and workshops
• Industry advocacy
• Access to industry-specific resources
• Opportunity to participate in special events

Membership Investment:

• Annual membership fee (contact for current rates)

Contact Information:

• Website: https://www.gkhospitality.org/
• Phone: 865-342-9435
• Email: Available on website

Pigeon Forge Hospitality Association

Membership Benefits:

• Networking with hospitality professionals in Pigeon Forge
• Educational opportunities and industry updates
• Advocacy for hospitality businesses
• Marketing opportunities through association channels
• Access to industry-specific resources

Membership Investment:

• Annual membership fee (contact for current rates)

Contact Information:

• Website: https://pfhospitality.org/
• Email: Available on website

Blount County Chamber of Commerce

Membership Benefits:

• Access to networking events including Coffee Club and Afternoon Mixers
• Business referrals and leads
• Marketing opportunities through chamber channels
• Educational programs and workshops
• Advocacy for business interests

Membership Investment:

• Basic membership starts at $350/year
• Premium levels available with enhanced benefits

Contact Information:

• Website: https://blountchamber.com/
• Phone: 865-983-2241
• Email: info@blountpartnership.com

Knoxville Chamber of Commerce

Membership Benefits:

• Access to over 60 annual programs and events
• Business referrals and leads
• Marketing opportunities through chamber channels
• Educational programs and workshops
• Advocacy for business interests
• Investor benefits based on investment level

Membership Investment:

• Basic membership starts at $500/year
• Premium levels available with enhanced benefits

Contact Information:

• Website: https://www.knoxvillechamber.com/
• Phone: 865-637-4550
• Email: Available on website

Gatlinburg Chamber of Commerce

Membership Benefits:

• Networking with businesses in a major tourist destination
• Marketing opportunities through chamber channels
• Business referrals and leads
• Educational programs and workshops
• Advocacy for business interests

Membership Investment:

• Annual membership fee (contact for current rates)

Contact Information:

• Website: https://www.gatlinburg.com/chamber-of-commerce/
• Phone: 865-436-4178
• Email: Available on website

Haywood Chamber of Commerce

Membership Benefits:

• Networking with businesses in Haywood County
• Marketing opportunities through chamber channels
• Business referrals and leads
• Educational programs and workshops
• Advocacy for business interests

Membership Investment:

• Annual membership fee (contact for current rates)

Contact Information:

• Website: https://www.haywoodchamber.com/
• Phone: 828-456-3021
• Email: Available on website

Asheville Chamber of Commerce

Membership Benefits:

• Access to networking events and programs
• Marketing opportunities through chamber channels
• Business referrals and leads
• Educational programs and workshops
• Advocacy for business interests

Membership Investment:

• Annual membership fee (contact for current rates)

Contact Information:

• Website: https://web.ashevillechamber.org/
• Phone: 828-258-6101
• Email: Available on website

Monthly Networking Opportunities

Sevierville Chamber of Commerce

Regular Events:

• Business After Hours: Monthly evening networking event
• Morning Mixer: Monthly morning networking event
• Membership Luncheons: Quarterly luncheons with speakers
• Annual Events: Annual Membership Celebration, Golf Tournament

Contact Information:

• Website: https://www.scoc.org/ActivitiesCalendar.aspx
• Phone: 865-453-6411

Sevierville Hospitality Association

Regular Events:

• Monthly Membership Meetings: Educational and networking opportunities
• Annual Events: Annual Christmas Party, Annual Golf Tournament

Contact Information:

• Website: https://seviervillehospitalityassociation.com/events
• Email: Available on website

Greater Knoxville Hospitality Association

Regular Events:

• Monthly Membership Meetings: Educational and networking opportunities
• Annual Events: Stars of the Industry Awards, Golf Tournament

Contact Information:

• Website: https://www.gkhospitality.org/events/
• Phone: 865-342-9435

Pigeon Forge Hospitality Association

Regular Events:

• “Good Morning Pigeon Forge” PFHTA Membership Meeting & Breakfast: Monthly event (Thursdays)
• Special Events: Training and educational events like CPR/AED Training

Upcoming Events:

• April 10, 2025: Membership Meeting & Breakfast at Titanic Museum Attraction
• April 17, 2025: FREE CPR/AED Training at Hilton Garden Inn Pigeon Forge

Contact Information:

• Website: https://pfhospitality.org/
• Eventbrite: https://www.eventbrite.com/o/pigeon-forge-hospitality-and-tourism-association-6794286399

Blount County Chamber of Commerce

Regular Events:

• Coffee Club: Last Thursday of every month, 7:45-9:00 AM (75+ attendees)
• Afternoon Mixers: After-work networking events
• Power Connect Lunch: Regular networking lunch events

Upcoming Events:

• April 10, 2025: Afternoon Mixer at Visual Voice (3:45-5:00 PM)
• April 15, 2025: BCYP/MC Alumni Happy Hour (4:00-6:00 PM)

Contact Information:

• Website: https://members.blountchamber.com/chambereventscalendar
• Phone: 865-983-2241

Knoxville Chamber of Commerce

Regular Events:

• Chamber Briefing Breakfast: Monthly morning networking event
• Capitol Connections: Monthly legislative update events
• Morning Momentum: Monthly series for business leaders and entrepreneurs

Upcoming Events:

• April 22, 2025: Best Business Practices for Sustainability
• April 25, 2025: Capitol Connections
• May 21, 2025: Chamber Briefing Breakfast (9:30 AM)

Contact Information:

• Website: https://www.knoxvillechamber.com/events/
• Phone: 865-637-4550

Gatlinburg Chamber of Commerce

Regular Events:

• Business After Hours: Monthly networking events at different member businesses
• Ribbon Cutting & Grand Opening Celebrations: Networking with new businesses

Upcoming Events:

• April 17, 2025: Business After Hours at Calhoun’s Banquet Hall
• April 22, 2025: Ribbon Cutting at The UPS Store Gatlinburg
• May 1, 2025: Business After Hours at Gatlinburg SkyPark

Contact Information:

• Website: https://www.gatlinburg.com/chamber-of-commerce/member-events/
• Phone: 865-436-4178

Haywood Chamber of Commerce

Regular Events:

• **Insights and Eggs (Formerly Issues and Eggs) **: Monthly breakfast networking events (7:45-9:00 AM)
• Ribbon Cutting Ceremonies: Networking with new businesses

Upcoming Events:

• April 17, 2025: Twigs – Smoky Mountain Studios Ribbon Cutting (4:00-5:00 PM)
• April 18, 2025: Funky Fern Ribbon Cutting (12:30-1:30 PM)
• June 4, 2025: Insights and Eggs Breakfast

Contact Information:

• Website: https://www.haywoodchamber.com/events-calendar/
• Phone: 828-456-3021

Asheville Chamber of Commerce

Regular Events:

• PROpel AVL: Professional development and networking program for young professionals
• Midday Mingle: Casual networking over lunch
• Business Before Hours: Morning networking events
• Ribbon Cutting & Open Houses: Networking with new businesses

Upcoming Events:

• April 3, 2025: Ribbon Cutting for SAVES (3:00 PM)
• April 4, 2025: Smart Series: Meet the Media (4:00 PM)
• April 5, 2025: Spring Sip & Shop (3:00 PM)

Contact Information:

• Website: https://web.ashevillechamber.org/events
• Phone: 828-258-6101

Conferences & Tradeshows Within 300 Miles

Atlanta, GA (214 miles from Knoxville)

QSR Evolution Conference

• Date: September 2-4, 2025
• Location: Atlanta Marriott Marquis, Atlanta, GA
• Description: Conference focused on the quick-service restaurant industry, providing perspectives on running the QSR of the future
• Website: https://www.qsrevolutionconference.com/
• Target Audience: Quick-service restaurant owners, operators, and executives

The NAFEM Show

• Date: February 26-28, 2025
• Location: Georgia World Congress Center, Atlanta, GA
• Description: Premier tradeshow for foodservice equipment and supplies
• Website: https://www.nafem.org/event/the-nafem-show-2025-2/
• Target Audience: Restaurant owners, food service professionals, and equipment purchasers

**Atlanta Food Industry Expo (Suppliers Night) **

• Date: February 19, 2025
• Location: Cobb Galleria, Atlanta, GA
• Time: 2:00 PM – 6:00 PM
• Description: Expo featuring suppliers, seminars, and networking opportunities
• Website: https://www.southeasternift.org/expo
• Target Audience: Food industry professionals, restaurant owners, and suppliers

Nashville, TN (180 miles from Knoxville)

AKFCF Annual Convention

• Date: March 22, 2025
• Location: Nashville, TN
• Description: Annual convention for the Association of Kentucky Fried Chicken Franchisees
• Target Audience: KFC franchisees, restaurant group executives, and industry professionals

Performance Foodservice – Nashville FoodCentric Event

• Date: March 18, 2025
• Time: 11:00 AM – 3:00 PM
• Location: Music City Center, Nashville, TN
• Description: Food service industry event showcasing products, services, and networking opportunities
• Website: https://www.performancefoodservice.com/About-Performance/Events
• Target Audience: Restaurant owners, food service professionals, and industry executives

Food & Nutrition Conference & Expo

• Date: October 11-14, 2025
• Location: Music City Center, Nashville, TN
• Description: Conference and expo focused on food and nutrition
• Website: https://expofp.com/music-city-center/food-and-nutrition-conference-expo
• Target Audience: Food service professionals, restaurant owners, and nutrition experts

Strategic Recommendations

Chamber Membership Strategy

1. Priority Memberships:
   • Knoxville Chamber of Commerce (home base)
   • Sevierville Chamber of Commerce (strong restaurant presence)
   • Pigeon Forge Hospitality Association (targeted hospitality focus)
   • Gatlinburg Chamber of Commerce (tourist destination with many restaurants)
2. Secondary Memberships:
   • Blount County Chamber of Commerce
   • Greater Knoxville Hospitality Association
   • Consider adding others as business expands
3. Membership Utilization:
   • Attend at least 2-3 networking events per month
   • Volunteer for committees related to restaurant or hospitality sectors
   • Consider sponsoring events to increase visibility
   • Request opportunities to present or demonstrate POS systems at relevant events

Networking Event Strategy

1. Monthly Calendar:
   • Create a monthly calendar of all networking events from chamber organizations
   • Prioritize events with high restaurant owner attendance
   • Ensure coverage of different geographic areas each month
2. Event Preparation:
   • Develop a 30-second elevator pitch specific to restaurant owners
   • Prepare demonstration materials for POS systems that can be quickly shown
   • Create restaurant-specific case studies showing ROI of Smart Processing solutions
   • Bring business cards and promotional materials targeted to restaurant owners
3. Follow-up System:
   • Implement a systematic approach to follow up with contacts within 48 hours
   • Track all leads and conversations in a CRM system
   • Schedule regular check-ins with promising prospects

Conference & Tradeshow Strategy

1. Priority Events:
   • QSR Evolution Conference (Atlanta, September 2025)
   • The NAFEM Show (Atlanta, February 2025)
   • Food & Nutrition Conference & Expo (Nashville, October 2025)
2. Participation Level:
   • Consider exhibiting at The NAFEM Show to showcase POS systems
   • Attend other events as participants to network and generate leads
   • Explore speaking opportunities to establish thought leadership
3. Pre-Conference Planning:
   • Research attendee lists when available
   • Schedule meetings with potential clients in advance
   • Prepare conference-specific marketing materials

Print Collateral

Despite the digital focus, professional print materials remain essential for in-person networking and sales meetings. We recommend:

1. Industry-Specific Brochures: Tailored content for restaurants, property management, medical/dental offices
2. Comparison Charts: Side-by-side feature comparisons with major competitors like Toast and Square
3. Case Study Sheets: Success stories highlighting cost savings and improved operations
4. “Don’t Get Burnt” Emergency Response Cards: Highlighting your 24-hour response guarantee

These materials should maintain consistent branding and reinforce your key messaging points, particularly your local support advantage.

Implementation Timeline

Phase 1: Foundation (Months 1-2)

• Website redesign and development
• Core marketing collateral creation
• Database development for targeted outreach
• Initial video production
• Chamber membership activation

Phase 2: Activation (Months 3-5)

• Website launch
• LinkedIn campaign initiation
• Display ad campaign launch
• Begin systematic restaurant outreach
• Implement bank partnership program

Phase 3: Expansion (Months 6-12)

• Trade show participation
• Expanded video content series
• Scale successful digital campaigns
• Secondary market penetration
• Referral program optimization