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This is still a hot topic
for consumers. We’ve all felt the squeeze of higher gas eating
away at more of our income in the last year. Why not use this as
a marketing tool?
Rick Hamm, Unifirst Mortgage, Grand Junction, Colo., has come up
with a great way to recognize his customers by inviting them to
save on gas and eat free. This is a creative customer
appreciation event that also creates excitement and name
recognition in their community.
Unifirst sent a postcard out to their entire database inviting
them to save 20 cents per gallon on a fill up at one of a few
specified gas stations on a Saturday from 10:00-4:00 (limit 25
gallons.) Things were crowded, but staff helped direct traffic
and talk to all the patrons.
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When they finished filling up, receipts were presented at a
hospitality area, where past clients received a cash rebate along
with a free hotdog and drink (the gas stations were happy to
provide soft drinks since they more than doubled their average gas
sales that day!) Unifirst had banners and signs announcing what
was going on as well as having their name on the BBQ grills.
This was a wonderful opportunity for loan officers to get
reacquainted with past customers. A great side benefit was the
chance to meet potential borrowers by offering hotdogs to other
gas customers that were not Unifirst clients. The average gas
purchase per customer was 16 gallons, for a cost of about $3.20
and inexpensive hotdogs from Sam’s Club.
Business and management guru Tom Peters states
it perfectly….Be distinct or you'll be extinct. In
every aspect of your business you must try to set yourself apart
from the competition. This includes improving old ideas and
trying new ideas. So why not try something that has already been
proven to be successful? |
