GSP's POP to Aid Irving's Bluecanoe

Will help standardize signage, brand

SAINT JOHN, N.B. -- Irving Oil has inked an agreement with GSP Marketing Technologies, a provider of point-of-purchase (POP) marketing solutions for the convenience retail industry, for GSP to provide custom graphics standards manuals and printed POP advertising to Irving's Bluecanoe convenience stores.

The execution of Irving Oil's marketing strategy will be crucial in successfully launching its new Bluecanoe brand. GSP's Graphics Standards Manual will help establish brand identity, allowing for precise execution of Irving's POP strategy on a store-by-store [image-nocss] basis. The store-level communication provided by GSP's product ensures that Irving Oil's marketing vision is implemented consistently and uniformly at each Bluecanoe location.

GSP's customized Graphics Standards Manuals provide clients with a total signage management and execution solution customized on a store-by-store basis. GSP's POP production, combined with its POP management capabilities, allow customers to leverage POP advertising effectively, boosting sales and streamlining the procedures involved in the execution of effective POP campaigns, the company said. By following the GSP's Graphics Standards Manuals, c-store chains are able to maintain a professional, uniform visual feel, consistent from one store to the next.

"The heart and soul of most marketing endeavors in our industry, regardless of the size and scope, are lost in translation between the corporate office and the store, said Andrew Daggett, merchandise manager for Irving Oil, Saint John, N.B. The Graphics Standards Manual gives our facility managers an easy-to-use tool at store level to execute our permanent point-of-purchase programs as intended. The manual contributes to solid alignment between our marketing team and our operations people and gives us the consistency from store to store that is so important to us from a brand building perspective."

With tools such as POPManager, a web-based POP management tool, and POPRender, the first software application to generate 100% store-specific POP placement guides, GSP enables c-store marketers' to run POP programs that remain under budget and free of store-level execution issues, said Clearwater, Fla.-based GSP.

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