{"id":6903,"date":"2010-09-01T00:05:50","date_gmt":"2010-09-01T07:05:50","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=6903"},"modified":"2010-08-31T23:57:53","modified_gmt":"2010-09-01T06:57:53","slug":"radio-advertising-gas-stations","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2010\/09\/radio-advertising-gas-stations\/","title":{"rendered":"RADIO ADVERTISING FOR GAS STATIONS: Creating Urgency"},"content":{"rendered":"

\"radio<\/a><\/strong><\/span><\/p>\n

A Loyal Reader Writes:<\/strong><\/span><\/p>\n

“I have a question regarding how to create a sense of urgency<\/a> and\/or a deadline for businesses who are not doing a specific limited time offer commercial.<\/p>\n

“To be more specific: A gasoline company. They want people to use their facility. They’re cheaper but will not allow us to advertise that fact; we’ve been round and round about it. Small town, they don’t want to start a price war.<\/p>\n

“They’re open 24 hours. In addition to the half-dozen credit cards they accept, they also offer a gas card as part of a national network. With the gas card, you can purchase gas 24 hours a day at locations throughout the U.S. These card systems are popular in rural areas.<\/p>\n

“This is an especially difficult client to write commercials for; just when I think I know what he’s after and we agree upon it, he changes his whole approach.”<\/p><\/blockquote>\n

A client who keeps changing his mind about his advertising strategy is:<\/p>\n

1. <\/strong>Not unusual.<\/p>\n

2. <\/strong>A client who needs educating by the account exec.<\/p>\n

You’ve just inherited a gas station, and you need to start making it more productive immediately. It’s all your responsibility, and there is no one available to advise you.<\/p>\n

Quick! What’s the first thing you should do?<\/p>\n

Review your supplier contracts?<\/p>\n

No.<\/p>\n

Look at your payroll expenses?<\/p>\n

No.<\/p>\n

Check your street signage?<\/p>\n

Fact is, there is no reason to expect you to know how to run a gas station. You’ve had no training or education for it.<\/p>\n

And very few of your clients \u2014 be they gas station owners or bank presidents \u2014 should be expected to know anything about advertising.<\/p>\n

So you’ve got to teach them.<\/p>\n

Among other things, you must teach them the importance of:<\/p>\n

\u2022 A single “core message”<\/p>\n

\u2022 A message that shows the targeted consumer how this particular product will add to that person’s life<\/p>\n

\u2022 Frequency of message delivery: The listener has to hear the message enough to notice it, to understand it, to be convinced by it, to remember it, and to act upon it.<\/p>\n

\u2022 Talking not about the advertiser but rather to the consumer about the consumer’s life<\/p>\n

And for a local retail business:<\/p>\n

\u2022 The importance of giving the listener a genuine reason to act on the sales message NOW<\/p>\n

You can’t create a sense of urgency unless there is a genuine deadline, which they can create by making a special offer: Free six-pack of Coke with six fill-ups if you use your card (which they can co-op with Coca Cola).<\/p>\n

Or you can set up a three-way deal with a pizza parlor: Coupon good for free pizza with six fill-ups…if they use the gas card. (The pizza parlor gets the free mentions in the commercials plus the increased in-store traffic when people redeem the coupons.)<\/p>\n

If they genuinely are the cheapest in town but refuse to advertise that, they need something<\/strong> to set themselves apart:<\/p>\n

Open longer hours….<\/p>\n

More pumps (which means you never have to wait)….<\/p>\n

Frequent buyers’ club….<\/p>\n

Cheap hotdogs in their mini-mart….In fact, that could be their big Unique Selling Proposition: Free hot dog with every fill-up. Or 25-cent hot dog with every fill-up.<\/p>\n

But if their only true pitch is, “We’re a gas station, just like 100,000 other gas stations,”<\/em> then I don’t know why they’re advertising at all.<\/p>\n

They need to create something of real value to customers to differentiate themselves from their competitors.<\/p>\n

Without such a differentiation, they’ll continue to get whatever drive-by traffic happens to come their way, and no more.<\/p>\n","protected":false},"excerpt":{"rendered":"

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