--- title: BluePoint ATM Marketing Call — November 2025 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-11-19-bluepoint-atm-marketing-call-102912707.md tags: - bluepoint-atm - meeting - google-ads - geotargeting - social-media - content-strategy - hubspot - email-marketing - direct-mail - website - callrail - clickup - asana - reverse-atm layer: 2 client_source: BluepointATM industry_context: b2b-services transferable: false --- # BluePoint ATM Marketing Call — November 2025 ## Overview Marketing strategy review between BluePoint ATM (Wade Zirkle, Mike Stebbins) and the Asymmetric team (Melissa Cusumano, Mark Hope, Karly Oykhman, Avokerie Onorimuo). The call covered Google Ads restructuring, geotargeting strategy, social media content direction, asset approvals, and project management tooling. Chuck from Sales Growth MD also attended. **Date:** November 2025 **Client:** [[wiki/clients/current/bluepoint/index|BluePoint ATM]] **Agency:** Asymmetric --- ## Key Decisions | Decision | Detail | |---|---| | Pause Cashless ATM & Traditional ATM Google Ads campaigns | Eliminates wasted spend; preserves historical data for future analysis | | Focus 100% of Google Ads budget on Reverse ATM campaign | Immediate reallocation | | Implement tiered geotargeting for Reverse ATM | NYC (Tier 1), cashless-ban states + CO/VA (Tier 2), rest of U.S. (Tier 3) | | Shift social content to emulate competitors | Move away from cartoon-heavy style toward static photos/images | | Approve one-pagers for Mike's use | With unique QR codes per source for lead tracking | | Approve new contact form for site-wide rollout | "Reverse ATM" as default pre-selected option | --- ## Action Items ### Melissa (Asymmetric) - [ ] Send one-pagers to Mike for review after call - [ ] **Pause** "Cashless ATM" and "Traditional ATM" Google Ads campaigns immediately - [ ] Get cost estimate for unique QR codes on individual direct mail pieces - [ ] Analyze conversion rate of the high-traffic "Reverse ATM benefits" blog post (clicks to other pages vs. bounce rate) - [ ] Schedule follow-up call this week to resolve CallRail setup with Mark - [ ] Research connecting ClickUp to Asana (after ClickUp revamp is complete post-Thanksgiving) ### Wade & Mike (BluePoint) - [ ] Send Melissa an email with the prioritized list of states and cities for geotargeting - [ ] Schedule a professional photoshoot of the branded Reverse ATM machine (conference room + Grant's studio in back) ### Developer - [ ] Roll out new contact form site-wide with "Reverse ATM" as the default pre-selected option; ensure each page passes its source page in the form data --- ## Topic Notes ### Google Ads & Geotargeting **Problem identified:** The "Cashless ATM" campaign was inadvertently targeting keywords associated with a cannabis-industry countertop swipe device — a completely different product BluePoint does not sell. The "Traditional ATM" campaign was consuming budget that should be directed toward Reverse ATM. Only one keyword ("buy ATM") overlapped across campaigns. **Decision:** Pause both the Cashless ATM and Traditional ATM campaigns. Campaigns are paused (not deleted) to preserve historical data. **New geotargeting structure for Reverse ATM campaign:** - **Tier 1 — New York City:** Highest-priority market due to cashless ban; consider a dedicated geofencing campaign - **Tier 2 — Cashless-ban states/cities + Colorado + Virginia:** Includes specific municipalities (e.g., Newport Beach CA, Berkeley CA) in addition to the ~12 ban states; CO and VA are BluePoint's home market - **Tier 3 — Rest of U.S.:** Lower bid priority Wade and Mike to send Melissa a written list of target states and cities so the team can update campaign location settings accurately. > *"If we're really identifying New York City as the most target-rich environment, you know, what should we be doing with our digital advertising?"* — Wade Zirkle --- ### Social Media & Content Strategy **Direction change:** Move away from the current cartoon-heavy content style toward static images and real photography, emulating what competitors are doing successfully. **Competitors to monitor and draw inspiration from:** - Brinks - Cash Depot - Balm Tech - Mobile Money - Ready Credit Wade will send Melissa a separate email with company names and LinkedIn profile links for reference. **High-traffic blog post issue:** - The "Reverse ATM Benefits — How They Make Payments Easier" blog post receives approximately **10x the traffic of the homepage** - Current images are dated stock photos and AI-generated images that do not feature BluePoint's actual machines - **Next step:** Analyze the post's conversion behavior (do visitors click through to other pages, or bounce?) before committing to a content upgrade --- ### Website & Email Assets **One-pagers:** - Approved for Mike's use - Unique QR codes embedded per source (e.g., Buyer's Edge spec sheet vs. Reverse ATM one-pager) to track lead origin - Distribution method TBD: A/B test email attachment vs. hosted link to determine which drives higher engagement - Option discussed: host PDFs on BluePoint's domain or in HubSpot for tracking downloads and driving domain traffic **Direct mail QR tracking:** - Goal: unique QR code per mailer piece to identify high-intent prospects by address (repeat visits = intent signal) - Challenge: requires generating a unique code per recipient — significant lift and potential printing cost increase - Melissa to get cost estimate from the print vendor (black plate swap may keep costs manageable) **Email campaign images:** - Current images are low-resolution and in some cases show competitor machines - Decision: use existing images for the urgent stadium automation email campaign; do not delay send - Long-term: schedule a professional photoshoot of BluePoint's branded Reverse ATM (Wade's building has a rentable photography studio with lighting and white backdrop) **Contact form:** - New form design approved for site-wide rollout - "Reverse ATM" will be the pre-selected default option - Developer must ensure each page instance passes its source page through the form for proper tracking --- ### Project Management & Admin **CallRail:** - Still blocked pending Mark Hope's clarifying questions with BluePoint - Mark did not join the call; Melissa to schedule a dedicated follow-up call this week - BluePoint team noted they need call recording capability for their own CRM in the interim **HubSpot access:** - Chris's admin access was inadvertently removed by Wade (who assumed Chris was done) when a sales consultant was bumped from super-admin - Resolved: Mike granted Chris the necessary access level - Impact: delayed updates to the stadium automation email campaign; now unblocked - Note: Asymmetric needs at least one seat at the upper admin level to avoid future disruptions **ClickUp ↔ Asana integration:** - Melissa researching a connector add-on to make the two tools communicate - Test will not begin until after Asymmetric's internal ClickUp revamp is implemented (planned over Thanksgiving) --- ## Attendees | Name | Role | Email | |---|---|---| | Wade Zirkle | BluePoint ATM | wade@bluepointatm.com | | Mike Stebbins | BluePoint ATM | mike@bluepointatm.com | | Melissa Cusumano | Asymmetric (lead) | melissa.cusumano@asymmetric.pro | | Mark Hope | Asymmetric | mark.hope@asymmetric.pro | | Karly Oykhman | Asymmetric | karly.oykhman@asymmetric.pro | | Avokerie Onorimuo | Asymmetric | avokerie.onorimuo@asymmetric.pro | | Chuck | Sales Growth MD | chuck@salesgrowthmd.com | --- ## Related - [[wiki/clients/current/bluepoint/index|BluePoint ATM Client Index]]