Marketing, like nearly every other aspect of running a gas station, is changing with the times. New technologies provide new opportunities, and today, storeowners have new and effective ways to pump up their gas station marketing.
One of the powers of modern point of sale (POS) systems is the ability for small chains and independent stores to market like global corporations.
There are at least three ways storeowners can leverage technology for more effective gas station marketing.
Giving back to the community gives your customers an added incentive to stop at your pumps. National gas station chains like Love’s and Exxon know the value of giving back and have created large programs for awarding grants.
But you don’t need more than 100 stores to give back. Country Fair, with 71 locations in New York, Ohio and Pennsylvania, annually sponsors local sports teams and major nonprofit fundraisers, but wanted to expand their impact by creating the Pump for Charity program, which invites gas customers to donate by pumping gas.
At a designated charity pump, two cents from every gallon purchased is split evenly between five popular local charities like Meals on Wheels, an animal shelter and a support organization for crime victims.
This strategy makes customers feel good about buying gas and inspires them to look for a Country Fair when it’s time to fill up. And to keep the good vibes going, Country Fair provides regular fundraising updates in their weekly flyer and social media presence.
Even single-store owners can partner with local charities, schools or hospitals. Charities are very keen on partnering with local businesses for fundraising support, so you won’t run short of candidates.
Everyone loves to save money, which is why loyalty programs at gas stations are so popular. You can save customers money at the pump by offering your own loyalty and rewards program.
According to a recent report, stores with the best foot traffic are c-stores that emphasize their in-store offerings rather than prices at the pump alone. When fuel prices are similar, customers seek out the brands that reward the actions they take routinely while on the road — such as buying a coffee, filling the gas tank — with loyalty points or discounts.
A loyalty and rewards program will entice customers to shop and buy fuel at your station with an incentive to save, and you get more repeat business from the loyalty you build. By promoting your loyalty program, you have a way to gain more visibility for your store with an attractive offer.
Geomarketing is a type of marketing that uses the location of target customers to improve the chance the marketing message will reach the right customer at the right time.
Customer location information is valuable for delivering a mobile coupon to a shopper passing by a store. Targeted mobile promotions that reach customers in the “last mile” of their journey can help gas stations convert these visits into repeat business and drive sales of in-store products.
Geomarketing campaigns that use location data have proven profitable. High-design ad campaigns are great, but geomarketing is all about funneling customers directly to your store to make the cash register ring. You can create strategies that target customers in a specific area or those who may have stopped into your station before.
If geomarketing sounds to high-tech, it’s actually relatively simple. Ingtegrated cloud-based POS systems include the ability to manage geomarketing campaigns.
Gas station marketing is all about more customers, more sales and more profit. Getting fresh faces in the door is key to building a profitable business, and by getting creative in gas station marketing, storeowners have a new tool to lead and succeed.
Ready to take your gas station marketing to a new level? Contact Petrosoft today to learn more about how a modern POS system can help you attract more customers and sales.