A new brand strategy has been announced by cashless business management systems supplier Embed.
The new marketing strategy, said Sara Paz, chief marketing officer, “impacts everything it serves as the beacon of light that drives every single business and operating decision as it is tightly woven into the very fabric of who we are and what we offer.”
Paz said that the exercise “is about the creative expression of the very core of who Embed is, what drives it and what we believe in, our value system.”
Work on the brand renewal began in the first quarter of this year when Paz joined Helix Leisure, the Embed parent company. “I joined because it is an extraordinary company with highly talented people who have been in the industry for years, working for the greater good delivering business technology solutions that not only empower business owners to take their business to a new level but enhance and elevate the overall guest experience. It is clear that the industry is on the cusp of transformation, driven by the combination of technology and creativity, and I want to be part of transforming the business of fun.”
With responsibility for building a fresh marketing function at Embed, Paz has led the redefining and rejuvenation of all of the internal and external “touchpoints,” from the Embed and Booking Boss brand logos to elevating the designs of all aspects of marketing, including messaging, website designs, marketing channels, media and an organisational structure.
All of these elements will come together at the IAAPA Expo in November in a visually striking new chapter for the company. Attendees of the show can expect to see the refreshed look of Embed, plus new cutting-edge gamecards and a full range of wearables (RF Media).
A newly designed double-decker stand will present the Embed products. Visitors will be able to see at the stand demonstrations on a one-to-one basis of Embed products with a bird’s eye view of the show during the happy hour gatherings at an on-site bar from 2pm to 6pm daily. The company will also host an exclusive night race party at Andretti’s, the noted Orlando indoor karting and games venue.
The new marketing strategy at Embed signals a new chapter for the company, with the objective of delivering a superior guest experience at its core. Renee Welsh, CEO of Embed, said: “By focusing on offering business solutions that enable every touch point of the consumer journey, it drives immediacy to the immersive experience, which is everything to the guest.
"Our business solutions enable operators to meet the needs and expectations of their guests while obtaining crystal clear visibility of every aspect of their business and how it’s performing. In this way they can modify and tweak their offerings to maximise consumer spend while optimising operational efficiency. When our customers thrive, we thrive.”
