FAIRFAX, Va. -- Exxon Mobil Corp. said that its just-concluded 90-day credit card promotion resulted in more than 80,000 new cardholders for the proprietary ExxonMobil Credit Card. Most of these new cardholders took advantage of the opportunity to get a free Speedpass upon acceptance.
And ConocoPhillips said that its February 2005 launch of its tri-branded personal and commercial proprietary gasoline credit cards, combined with a radio and station-level promotion encouraged more than 100,000 inactive cardholders to become active [image-nocss] card users again. It also followed that launch with a Co-Brand MasterCard promotion. The company said it has seen new account activity more than triple over the first quarter.
During its promotion, ExxonMobil teamed with GE Consumer Finance for a major integrated marketing campaign to attract new ExxonMobil Credit Card customers. Beginning in March, and running through the end of May, each new account received a $10 statement credit after the first use of the card.
The offer was heavily promoted at ExxonMobil's 14,000-plus retail locations in the United States with enhanced onsite marketing. Exxon and Mobil retailers supported this promotion with their own giveaways ranging from travel mugs to $10 off a 10-gallon fillup when customers applied for the ExxonMobil card.
The promotion generated more than twice the number of applications received during the same period last year, said the company.
During the same period, GE Consumer Finance issued new, enhanced ExxonMobil cards to more than seven million existing cardholders. More than 80% of existing cardholders have already made use of their newly issued card, ExxonMobil said.
These new cards provide enhanced cardholder benefits that deliver improved credit card security and flexibility. The new ExxonMobil consumer and business cards incorporate new and enhanced fraud deterrent technology, provide cardholders a choice of payment dates and incorporate a standardized 16-digit account number. The card also features a zero credit card fraud liability that fully protects cardholders in the event the card is lost or stolen.
ExxonMobil cardholders can choose to link their cards to a free Speedpass key tag. Beginning June 1 through August 31, participating Exxon and Mobil locations will feature a Speedpass promotion for both current and new Speedpass customers.
Meanwhile, brand quality and loyalty are two factors that Houston-based ConocoPhillips hopes to influence with many of its current brand initiatives, it said. To successfully achieve that goal, ConocoPhillips is focusing on providing its customers with programs that not only promote the quality of their three branded gasolinesPhillips 66, Conoco and 76but also support all of its branded offerings, it said.
The company's brand advertising campaign, "Life Happens Between Empty & Full," was launched in 2004, and after one year, "our total brand awareness has increased 12% in our targeted markets," said Natalie Oakes, ConocoPhillips brand manager. The campaign focuses on making life easier for the consumer with Quality PROclean Gasolines, recognized as Top Tier Detergent Gasoline.
In early February 2005, ConocoPhillips introduced the new tri-branded personal and commercial proprietary gasoline credit cards with radio spots in select markets. Station-level promotional materials were displayed at thousands of locations nationwide with the message "1 Card. 3 Brands. 13,000 Locations." According to Joey Low, ConocoPhillips director of payment systems marketing, "Over 100,000 cardholders that were previously inactive are again using their cards in our locations versus storing them in their wallets."
ConocoPhillips immediately followed the introduction of the tri-branded card with the Co-Brand MasterCard promotion. The Phillips 66, Conoco, 76 Co-Brand MasterCard promotion offers consumers a $20 rebate credit and rewards operators in their efforts to secure new cardholders. The 10 sites with the highest number of approved applications win a trip for two to St. Thomas, Virgin Islands.
ConocoPhillips said it is pleased with the early results of the promotion. So far, it has seen new account activity more than triple over the first quarter and a noticeable improvement in participation at the site level, it said.
Also, ConocoPhillips is launching a new program this year called Consumer Connection. It is a web-based tool that allows ConocoPhillips operators to create customized direct-mail campaigns with maps to the promoting station. The company said it believes that communicating directly with consumers is key and can have a real impact on store traffic.
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