Optimizing Brand & Promotion Impression & Conversion

At Convenience Stores

*Background

Client needed to find the best solution for maximizing outdoor brand and promotional exposure at convenience stores without busting the budget.

*Background

*Traditionally the most popular outdoor signage was pole signs, pump toppers, & window clings. *Pole signs are only visible from the road*Pump toppers are only visible at the pump*Typical convenience store window clings

are only visible when entering the store.

*Background

*Pole signs are only visible from the road* Impressions potential – high. Lots of drivers pass by.*Conversions potential – low. Very few drivers stop.

*Pump toppers are only visible at the pump*Exposure potential – low. Limited number of fuel customers.*Conversion potential – high. Captive audience for minutes.

*Typical convenience store window clings are only visible when entering the store.*Exposure potential – low. Few customers enter the store.*Conversion potential – high. Customers entering store are

very close to the product.

*Challenge

*Is there a way to achieve optimal brand impression and sales conversion potential with one high-impact placement visible from the road, at the pump, and from the store entry?

*The answer is yes – at the pump bumper guard

Existing Solution 1* Corrugated plastic and other material* Lots of material required* Very large/bulky* Difficult to construct* Very costly* Custom graphics cost prohibitive due to

required life of unit and typical life of a graphic refresh

*Pre-Existing Solutions*Known as: Pump Blaster or Pump Broadcaster

Existing Solution 2* Molded plastic and other material* Replaceable graphic, but too

small for clear visibility from streets & hwys

* Very large to ship* Very costly

*With the objectives of:*High visibility from the road, at the pump, and

from the store entry*Being cost effective enough to replace the

whole unit every 10-16 months for fresh graphic/message

*The first idea was pillow case banners.

*Objectives met, but visually… it wasn’t awesome yet.

*Back at the drawing board we took another look at the first pre-existing solution. It is made of a relatively cost efficient material, but the design is so large it requires a lot of material. *What if the size is reduced? *What if a smaller size wouldn’t fit? *There’s only one way to find out…

*Put my engineering background to work*Personally went to countless convenience stores in a large geographical area*Found many variations of pump bumper guard sizes & shapes*Literally measured every variation *Captured statistical data *Research

*The smaller design works on 85% of all the pump bumper guards observed in the statistical study.*The remaining 15% of convenience stores can still use the smaller design with a minor adjustment.

*Findings

Pole Sign Pump Bumper Box

Pump Topper Window Cling

Impressions

SalesConversions

*Results

*Smaller but more visual*Ships flat, easier to install, and durable*A fraction of the cost of pre-existing solutions

*Field Examples

*Exceeding Expectation

*The ROI on this solution has been a huge success for all clients who have implemented it, and it continues to be a valuable element of marketing and promotional campaigns*Convenience stores also benefit from significant increased foot traffic, making this outdoor POP a win-win.

Mark Asbell