Page 0079

Page 78 APRIL 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

New doors, glass, paint, pavement, pumps,

landscaping, uniforms, merchandising displays

became ubiquitous overnight. The new look

appeared on signs, gas stations, convenience

center islands, BP Pro-Care Service Centers, car

washes, etc. Employees received new uniforms,

pencils, pens, pads, and a tremendous amount

of motivation and communications.

BP America recognized that to execute such a

massive change its task force would have to

look beyond themselves and keep the customer informed

and responding. It did so by

employing a complete array of marketing techniques, promotional

offers, timely public relations

and measured communications. As a

consumer, you saw the changes and were

aware of it, but never once did BP America ask

you to think about it.

Some competitors

tried to

cause a negative

feeling by

a d v e r t i s i n g

they were still

"red, white and

blue, 100%

American" -a

direct shot at

BP and its color

change. BP took the high road with quiet speed

and strong consumer promotions to encourage

new trial experience as well as reward existing

customers. Free dollar-off coupons, free car

wash coupons, free oil and lube certificates,

and free soft drinks all drew existing customers

and new customers to see the changes.

www.auctionfinder.net

Buy � om exclusive contractor of the DLA for sale of surplus

and scrap assets of � e US Department of Defense

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