Company: Square
Nomination Submitted by: Agency EA
Company Description: Square offers purpose-built software to run complex restaurant, retail and professional services operations to save sellers time and effort. Millions of sellers across the globe trust Square to power their business and help them thrive in the economy.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Brand Experience of the Year - Business-to-Business
 Nomination Title: Square National Restaurant Association Booth
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
5/21/2022
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 160 words used.
In order to build greater relationships with a new key audience – upmarket restaurant sellers – Square initiated a new trade show booth campaign at the 2022 National Restaurant Association (NRA) Show.
One of the largest challenges Square faced with this particular audience was the need to shift brand perception. While some attendees may recognize Square’s familiar white card reader, they may not understand how Square’s product ecosystem and restaurant solutions and offerings could optimize their restaurant business.
In order to gain share on this new key audience, Square also needed to cut through the noise and stand out against their competitors, many of which have attended the show in the past and have previously established relationships with attendees.
The concept for the trade show booth kept all three of these challenges top of mind, and was built to address them head-on with engaging activations, one-on-one brand education, and measurement technologies to result in both brand awareness and lead generation.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 246 words used.
Strategy and insights for this campaign were rooted in raising brand awareness of Square’s product ecosystem to existing and potential sellers (particularly to a new key audience: upmarket restaurant sellers), shifting brand perception, and cutting through the noise from competitors at the National Restaurant Association Show.
Square leveraged a fully integrated approach, working with their brand insights team to understand the pains and passion points of upmarket restaurant owners. To reach this audience to their best potential, Square identified what was missing in the restaurant business and determined key messaging that let restaurant sellers understand that Square’s products can be the missing piece for business optimization. Creative development was also guided by insights and metrics, and messaging was tested on existing sellers to ensure communication was optimized during the campaign.
The activation was intentionally designed to entice both potential and existing consumers and into the footprint. Once in the space, attendees could test Square’s newest technology as well as build loyalty and retention with Square sales teams. Swag, partner booths, and other engaging activities were implemented to increase the overall length of engagement and capture qualified lead information.
Goals were based on YoY data and revolved around 1) building consideration and familiarity of Square’s ecosystem among upmarket Full Service Restaurants and Quick Service Restaurant sellers, 2) driving leads by helping prospects connect with and get started with Square, and 3) setting Square apart from the competition amongst upmarket Full Service Restaurant and Quick Service restaurant sellers.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2021. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 250 words used.
The team at Agency EA designed and built a mobile, reusable 20x40 booth in the style of a fast casual restaurant with the customer-focused message prominently displayed, “The Future Needs Your Restaurant.”.
As attendees entered the booth, they were prompted to place a “food order” (Square swag) with any of Square’s ordering stations (one powered by RST Mobile, another by a Square Register at the host stand, or through Square Online with Square’s Self-Serve Ordering i.e. a QR code). “Gourmet Square Swag” items on the menu included the Socko Taco, Apron Wonton, and Bandana Burrito.
After placing an order, attendees headed to the “back of house” to see their order appear on the KDS display along with messaging supporting the notion that any order flow can be handled by Square. While they waited for their order, attendees could engage with more hardware displays or check out hands-on demos with Square sales reps.
At the end of the experience, attendees grabbed their swag and were invited to join a Square team member to learn more about the product ecosystem and new features and capabilities.
This booth generated several impressions, had* repeat visitors, and a significant average dwell time – giving the Square sales team plenty of opportunity to meaningfully engage with prospects and customers. Additionally, Square exceeded their goal of Sales Accepted Leads resulting in an outstanding YoY increase.
*These metrics are for award judges and are not to be shared publicly.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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