Convenience on Cable

Pumptop marketing brings retailers success, sales; CPG catching on

Abbey Lewis, Editor in Chief, CSProducts

Ron Muddrick

LAS VEGAS -- The face of media has changed dramatically in the past 15 years. So much so that it's not uncommon to view it…at the gas pump.

"The way we all consume media now is vastly different," Matthew Stoudt, the CEO of Outcast Media, Santa Monica, Calif., told the audience at the Digital Market-ology session at the 2012 NACS Show in Las Vegas on Sunday. "It's much more about a one-to-one connection with the consumer."

And the numbers support that effort. According to Stoudt, digital screens reach 70% of Americans more than 12 times per month. Nearly 70% of Americans are now faced with screens on the gasoline pumps.

He went so far to compare the numbers to the Super Bowl: "This is a massive audience that we're talking about, and advertisers are massively excited."

Consumer packaged goods (CPG) companies are beginning to catch on.

Stoudt presented research by Mars: Snickers candy advertised on various pump digital platforms saw a 35% sales lift versus the control sites; 60% of customers recall the ad. And perhaps the most compelling evidence--when Halls targeted the actual pollen content and created an ad based on those numbers, 93% of customers recalled the ad, and the product saw a 284% purchase lift in the store.

Some other stats:

  • 93% of consumers prefer gas stations with media content more than gas stations without it.
  • 78% think media content makes gasoline pumping a better experience.
  • 88% like what they saw.

An actual case study conducted by Atlas Oil also showed good results. The company installed pumptop TVs at two sites in the Chicago market. The Taylor, Mich.-based fuel supply and distribution company retrofitted its Wayne pumps with 10-inch monitors and GSTV. The program went live in June.

"We wanted to go beyond just a simple marketing plan. …We were able to get a customer's attention, but now we need to hold it. We thought the best way to do that is to get some real-world content," said Ron Muddrick, district manager at Atlas Oil.

And it got their attention. "Moving the promotions into the store became easy," Mudrick said. Domino's pizza sales went up 35%, breakfast sandwich sales rose by 60% and RockStar energy drink saw a 50% jump.

Based on those numbers, Atlas Oil decided to add the program to an additional 40 sites in Chicago and six sites in Indianapolis.

Lucy Sackett, director of outbound marketing at Greensboro, N.C.-based Gilbarco Veeder-Root, moderated the session.

Abbey Lewis of CSP By Abbey Lewis, Editor in Chief, CSProducts
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