--- title: BluePoint ATM Marketing Review — November 2025 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-11-19-bluepoint-atm-marketing-call-102912257.md tags: - meeting - client - bluepointatm - google-ads - ppc - geo-targeting - social-media - content-strategy - callrail - hubspot - asana - clickup - reverse-atm - direct-mail - qr-codes layer: 2 client_source: BluepointATM industry_context: b2b-services transferable: false --- # BluePoint ATM Marketing Review — November 2025 ## Overview Monthly marketing performance review with BluePoint ATM leadership. The session surfaced significant issues with Google Ads campaign structure — including budget being wasted on a competitor product category — and resulted in immediate decisions to pause two campaigns, restructure geo-targeting, and pivot social content strategy. CallRail setup was flagged as urgent. **Date:** November 2025 **Meeting type:** Client review **Source:** [Fathom recording](https://fathom.video/calls/478926163) ### Attendees | Name | Role | Org | |---|---|---| | Wade Zirkle | Client | BluePoint ATM | | Mike Stebbins | Client | BluePoint ATM | | Chuck (chuck@salesgrowthmd.com) | External advisor | Sales Growth MD | | Melissa Cusumano | Account lead | Asymmetric | | Mark Hope | Specialist | Asymmetric | | Karly Oykhman | Specialist | Asymmetric | | Avokerie Onorimuo | Specialist | Asymmetric | --- ## Key Decisions ### 1. Pause "Traditional ATM" and "Cashless ATM" Google Ads Campaigns **Decision:** Both campaigns paused immediately. **Rationale:** - The "Cashless ATM" campaign was targeting a competitor's product — a cannabis-industry countertop swipe machine — not BluePoint's Reverse ATM. The term "cashless ATM" does not describe BluePoint's offering. - The "Traditional ATM" campaign was spending $26/day on a low-priority product line. - Pausing both creates a clean data set for the December performance analysis and concentrates the full budget on the Reverse ATM campaign. > *"Let's just eliminate it. And then when we do our December analysis of two months, we will have not changed any of the traditional stuff... I feel like it'll be easier to analyze."* — Wade Zirkle ### 2. Shift Reverse ATM Campaign to Tiered Geo-Targeting **Decision:** Move from US-wide targeting to a three-tier geographic model. | Tier | Scope | |---|---| | Tier 1 | New York City (top priority; active cashless ban) | | Tier 2 | States with cashless bans + Colorado + Virginia + specific cities (Newport Beach CA, Berkeley CA) | | Tier 3 | Remainder of the US | **Pending:** Mike and Wade to email Melissa the full list of target states and cities. ### 3. Pivot Social Content to Competitor-Imitation Style **Decision:** Abandon cartoon-based content. Model future posts on successful competitor accounts. **Competitor accounts to reference:** BombTech, MobileMoney, ReadyCredit, Brinks, Cash Depot **Rationale:** Wade noted that Brinks and Cash Depot produce high-engagement content using real photography and topical hooks (e.g., Brinks' Johnny Cash ATM trivia post). Cartoon-based posts are underperforming. **Process change:** When content calendar entries are inspired by a competitor post, include a direct link to that post for client review. **Pending:** Mike to email Melissa links to competitor LinkedIn accounts. ### 4. Set Reverse ATM as Default on State Page Product Selector **Decision:** The product selector widget on state pages will default to "Reverse ATM" rather than requiring user selection. --- ## Action Items ### Melissa Cusumano (Asymmetric) - [ ] Send one-pagers to Mike for review - [ ] Get cost estimate for unique QR codes on direct mailers (black plate, one code per piece) - [ ] Research email asset delivery best practices (attachment vs. link); share findings with Wade and Mike - [ ] Update stadium automation email creatives: add dual cashless/cash-to-card logo; use current 3-ATM image - [ ] **Pause Google Ads:** Traditional ATM + Cashless ATM campaigns (keep Reverse ATM running) - [ ] Send Mike the Miro board of state-page header mockups (complete through Wisconsin) - [ ] Analyze blog-to-site conversion paths for high-traffic blog pages; share with Wade and Mike - [ ] Update site nav: set Reverse ATM as default; roll out breadcrumbs across all pages - [ ] **Schedule CallRail setup call** with Mark, Wade, and Mike — this week - [ ] Evaluate ClickUp–Asana integration; run test before ClickUp revamp goes live over Thanksgiving ### Mike Stebbins (BluePoint ATM) - [ ] Review one-pagers after Melissa sends them - [ ] Email Melissa competitor LinkedIn links (BombTech, MobileMoney, ReadyCredit, Brinks, Cash Depot) - [ ] Email Melissa the Tier 1 geo-targeting list (NYC; cashless-ban states + CO/VA; Newport Beach, Berkeley) - [ ] Draft LinkedIn post on penny shortage; share Wade's post ### Wade Zirkle (BluePoint ATM) - [ ] Schedule Reverse ATM photo shoot with Grant and Mary; send photos to Melissa - [ ] Draft LinkedIn post on penny shortage (separate article from Mike's) - [ ] Consult Chuck on email asset delivery best practices (attachment vs. link) - [ ] Source state-specific and generic icons for state-page footer Resources section; send to Melissa --- ## Topic Notes ### Google Ads — Campaign Structure Issues The existing campaign structure had three campaigns: "Traditional ATM," "Cashless ATM," and "Reverse ATM." The review revealed: - **"Cashless ATM" was a misnomer.** In the ATM industry, "cashless ATM" refers specifically to a cannabis-industry payment workaround device — not BluePoint's product. Running ads against this term was attracting irrelevant traffic and potentially competitor searchers. - **Keyword overlap was minimal** — Gilbert's analysis found only one redundant keyword ("buy ATM") shared between campaigns — but the campaign *categories* themselves were the structural problem. - **Reverse ATM geo-targeting was set to US-wide** with no state-level prioritization, despite prior discussions about targeting cashless-ban states. ### Content & Creative Assets **One-Pagers** - Ready for client review. New QR codes added to enable source tracking (e.g., traffic from the Buyer's Edge spec sheet is distinguishable from other sources). - Direct mail QR codes: BluePoint wants a unique code per mailer to track individual recipient intent. Melissa to get cost estimate; likely requires a separate black printing plate per piece. - Email delivery method (attachment vs. hosted link) to be A/B tested; Wade will also consult Chuck. **Email Campaign Images** - Current stock photos are low-resolution and show dated or incorrect equipment. - Decision: Use existing images for the next email send to avoid delays. Schedule a professional photo shoot at BluePoint's in-house photography studio (run by Grant) for future use. Mary to photograph; professional camera available. **State Pages** - Designer has completed header mockups through Wisconsin (shared via Miro board). - Resources section: Replace organization-specific logos with generic, transferable icons (e.g., state symbol, veteran-owned business badge, BBB logo). Wade and Mike to source these. - Product selector default: Set to Reverse ATM. - Breadcrumbs to be rolled out across all pages once state page design is approved. **High-Traffic Blog Pages** - Several blog posts receive significantly more traffic than the homepage. - Current images include outdated stock photos showing incorrect equipment. - Action: Analyze conversion paths — what percentage of blog visitors click through to other site pages vs. exit immediately. Results will inform whether to prioritize upgrading these pages with professional photography. ### Project Management & Tools **CallRail** - Setup is in progress but not yet complete. Mark Hope has been reviewing requirements. - **Urgency:** Wade stated that if a setup call cannot be scheduled this week, BluePoint will create their own CallRail accounts independently. Call recording is required for their CRM workflow. - Melissa to schedule the call with Mark, Wade, and Mike before end of week. **Asana / ClickUp Integration** - Melissa proposed connecting BluePoint's Asana to Asymmetric's ClickUp to streamline task handoffs. - A technical review is needed before implementation. Asymmetric is also revamping their ClickUp instance over Thanksgiving, so integration testing should happen before or after that window — not during. --- ## Related - [[wiki/clients/current/bluepoint/_index]] - [[wiki/knowledge/ppc/geo-targeting-tiered-strategy]] - [[wiki/knowledge/content/competitor-imitation-content-strategy]]