NewsBreak recently launched a proprietary network for Lillie Enterprises, a small chain located in Salt Lake City, Utah. The stores, branded Olympus Hill’s Sinclair, have the usual suspects you would expect to find in a convenience store, but they have a full service automotive shop as well.
This throw back setup was something that the Chain’s owner wanted to highlight on his network. This idea evolved into the creation of “Dino Dan”. Complete with bowtie, Dino Dan let’s viewers know about all of the services that are offered by Olympus Hill’s Sinclair. Moreover, the throwback character highlights the customer service and personality that you can expect to find inside the store. Here are a few of the spots in the campaign:
Lillie Enterprises 1
Lillie Enterprises 2
There is a seachange occurring in the convenience industry. Corporations are overhauling their shelves with new CPG items and are rolling out aggressive food programs. They are focused on fresh, healthy and authentic products that appeal to a demographic not usually caught inside the 4 walls of the local C-Store. Brian Berk highlights in his article how CST is rolling out three facets of their in-store overhaul.
New In-Store Programs Move the Needle at CST
As you might expect, Consumer Package Good (CPG) companies have their Superbowl 50 ads in the cannon and anxiously awaiting release this Sunday (although many cannot wait and are releasing spots on social media already). What might not be expected is the local and regional campaigns that convenience store companies will be rolling out ahead of and during the game. 43.3 Million fans are expected to throw a Superbowl party on Sunday and C-Stores want in on the action. Convenience Store News covers the topic and highlights Sheetz here Retailers, CPG Cos. Suit Up for the Big Game
As convenience retailers increase their focus on fresh and proprietary food items, they are targeting fast food and fast casual brands. These industries have some pretty well established companies, and it will be up to Convenience Stores to disrupt consumer stigmas about preprepared food in the c-store industry. Companies like Pilot Flying J Travel Centers are putting their products out for free in order to establish that they are making a better product, or “Unexpectedly Awesome” as PFJ COO Ken Parent would say.
According to the annual Digital Out of Home (DOOH) PQ Media Report, DOOH advertising spend was up 15% globally reaching $6.97 billion and is expected to hit $8.3 billion by the end of 2012. As CEO’s, CFO’s, marketing directors and media buyers work to stretch their advertising dollar in a slow, rebounding economy, it is not surprising that they are branching out to DOOH. In addition, they are having difficulty reaching a increasingly fragmented demographic, and as a result are turning to a point of purchase and path to purchase marketing and promotions solution.
As many are well aware, every inch of retail space in a grocery store or convenient store is sold similarly to lake front property (Well… what lake front property used to sell for anyway). Every vendor vies and jockeys for the best position on the shelf and shelf space is a premium. So where is the most appealing position on the shelf? It is the one at the end of each aisle (aka end cap) and right in front of the register. This is the “everyone will see me”, “more likely to grab me”, “please remember me” place to be. And when you think about it, this is exactly what News Break pump top television and other DOOH mediums provide. People are already out and involved in the process of spending money. Combine that with engaging content that is relevant to them and you have the perfect path to purchase advertising.
Marketers have gone beyond trying to reach all consumers to trying to reach the right consumer. This harkens back to Mark Twain’s comment: “The difference between the almost right word & the right word is really a large matter–it’s the difference between the lightning bug and the lightning.“