After a corporate acquisition, Texas based oil company Delek set out to reinforce their retail brand ALON. The objective was to increase foot-traffic in their c-stores and build customer loyalty.
Because of the many internal happenings due to the merger, Delek needed a summer marketing campaign that was simple and easy to manage and user-friendly for customers. One that would bolster sales by increasing the volume of customers to their c-stores and get those customers back on the road doing what they love most — traveling.
THE NITCH APPROACH
We wanted to keep it real while supporting the goals and objectives set by Delek. Research shows that the power of TEXT marketing is incomparable. TEXTING is compatible with every mobile phone and resonates with every age, gender, income level and demographic. It also has a 98% read rate while 90% of texts are read within 3 minutes.
It was determined that implementing a TEXT based marketing campaign would engage the customer in a positive way and drive traffic and sales. On top of that, everyone loves free stuff — why not leverage Delek’s most desired product — gas. Plus, everyone needs a break from the rat race, so the campaign offered a chance to win $10,000 towards the vacation of some unsuspecting customers’ dreams.
After putting on our thinking caps, we had a field day brainstorming. We identified style, imagery and verbiage that would speak to the customer quickly and clearly. Then produced compelling TV and radio spots, captivating point-of-purchase graphics, riveting billboards and engaging social media posts.
- Campaign Strategy
- Brand Identity
- Advertising Design
- Media Production
The results were fantastic! Their numbers were some of the best they’ve had. Total entries for this campaign over the previous year increased 170%, unique entries increased 157%, new subscribers increased 175% and Facebook entries increased 149%.
After a campaign like this, we only have one question — Where’s the road taking YOU?