Every business, including petrol stations, can be using promotional campaigns to their advantage. From bringing awareness to new products to building customer loyalty, a well run campaign can help your service station stand out from local competitors and even boost your overall yearly sales. Read on to find out how and why a well planned promotion can be used to benefit your petrol station.
Promotions Set Your Petrol Station Apart
A well thought out promotion allows your business to distinguish itself from others in the area. Any deal that makes your customer base stop and take notice also gives them reason to choose your service station over other local competitors. If marketed effectively, new business can be generated as well, drawing those who may not have visited your service station previously to branch out beyond their typical fueling locations. These new customers who have a good experience with your business are more likely to be inclined to choose your petrol station again in the future.
A successful campaign offering your customers deals such as targeted discounts or other purchasing incentives will drive people to not only stop in, but to return for the duration of the promotion and beyond.
Market New or Specific Products
Is your petrol station often acquiring new stock or products that you know your customer base would be interested in? Do you struggle to generate awareness around seasonal or emerging items? Promotions highlighting new arrivals or specific merchandise can be hugely effective in driving interest and sales of the item featured. Limited time discounts generate a sense of urgency for your customers to take advantage of the deal being offered.
Once an item has been purchased, customers who enjoyed the product are likely to purchase the item again in the future. This broader effect means that not only does this type of promotion produce interest and engagement with the product in the current moment, but it can increase sales over time. In this way, even a short term or limited time promotion can continue to resonate in the long term.
Enhance Your Brand Reputation
One of the most important aspects to any successful business is maintaining an excellent brand reputation. Your target audience should think of you and immediately associate your petrol station with a positive experience or feeling. Building an excellent brand reputation goes hand in hand with building brand loyalty, or creating return customers who consider your business their “petrol station of choice”.
Running regular promotions signals to your customers that you are a reliable source for deals, specials, and that you care about appealing to those who frequent your service station. Offers such as bakery samples, or free items with purchase of fuel reflect value and appreciation for your customer. Other promotions such as loyalty programs show that your petrol station is passionate about building a relationship with customers who continue to choose your business over others in the area. The more that you are able to use promotions to signal value and appreciation for your customers, the more effective you will be as a business owner in building a positive brand reputation.
An Effective Way to Advertise Your Petrol Station
Not only can promotions be a great way to boost targeted sales and generate return customers, but when marketed correctly, they can be excellent general advertising tools. Promotions marketed using your petrol station’s Facebook page or website platform give the deal in question a wider audience and cast a larger net than those communicated exclusively on location. In this way, you will not only be able to communicate a message about the present offer, but advertise a general message about your service station as well.
Additionally, customers stopping in after seeing online promotional material are likely to take advantage of other products and services available at your business beyond the special that brought them in. If you are struggling to find effective ways to market your petrol station online, viewing promotions as an advertising opportunity can be a perfect way to connect with your audience.
Make Sure Your Promotion is Effective
Not all promotions are created equal. There are a few things petrol station owners should consider before launching their campaign to ensure they create the desired effect. Before promoting a new deal or offer, make sure that it will truly resonate with your customer base. Choosing the right products to discount, or the correct item to offer as a sample is the difference between generating interest or simply wasting time on failed marketing. Deals are wonderful, but if your customers are not inclined to use them, then the benefits are lost.
When running promotions, it is always important to inform and train your employees before they are announced to the public to ensure your workers understand the offer. Employees should be prepared to explain and execute any discounts, samples, or services being offered, as well as communicate information pertaining to the guidelines and terms of the promotion. Failure to educate your employees can lead to miscommunications and missed opportunities to make the most of your petrol station’s promotion.
If you’ve been looking for new opportunities to generate interest in targeted products, are looking to expand your customer base, or are attempting to establish brand loyalty with your audience, promotions may be the answer. From general marketing to increasing overall revenue, a successful promotion can not only boost customer interest and engagement, but can truly be used as a way to set your petrol station apart from market competitors.
If you need help with promotions at your petrol station, reach out for some advice.