iZettle: Create the ultimate physical experience

Updated: Apr 14


Have you ever wondered what makes a successful fintech marketing strategy? In our "How they did it" series, we look at how some of the most successful and exciting fintechs in the world have approached marketing in their early days. Today's article is about one of the most successful Swedish fintechs, iZettle and their UK launch campaign.

iZettle Small Business Card Reader
Image source: PRWeek
iZettle created a unique pop-up market at a press event in London as part of their UK launch strategy. Rather than just telling everyone about their business, they decided to let the product speaks best for itself.

Run a physical pop-up to engage with customers and generate buzz

After gaining significant traction in its native Nordic markets and Continental Europe, iZettle decided to enter the UK market in 2012. To do so, the company appointed a local PR team and agency to implement a launch strategy with a limited budget of £25,000 and a set of 3 clear goals: to reach the mass UK market specifically targeting the small businesses and tradespeople segment, to drive immediate product sales, and to generate buzz about the brand.

A key aspect of the strategy was to host a press briefing for local journalists and influencers that featured a physical pop-up market aiming to replicate the type of business environment where iZettle can be used. The market brought together a number of small businesses which were trading at the event, accepting card payments through their smartphone or tablet and providing instant feedback about iZettle’s product to the media.

With a limited budget of £25,000, iZettle looked for further support and sponsorship for their launch event from their investor MasterCard and a retail partner EE. The pop-up concept attracted 70 journalists and stakeholders, ranging from the BBC to HM Treasury. At