Speedway is the place for me to gas up.
For a gas station, I must admit they do that little ‘extra’ for the inevitable trip there. For one, I carry around my Speedway rewards card, on which I’ve saved up 15,000 points. I’m ashamed to admit that I have no clue what that means, other than every once in a while, I get a useless coupon for a deli sandwich or something. But… it feels cool every time I see my little reward points keep going up. (Any advertisers listening? Points work!)
The other great thing about Speedway is that the staff there are always talking to customers, cleaning up, and keeping the lines short. They also do cool stuff like putting nutmeg and cinnamon adjacent to the coffee. And there is a LOT of coffee. Note to coffee buffs… Speedway coffee can’t beat a Starbucks, but it does kick butt over the crap at the fast food joints.
So the other morning I gassed up and lo and behold there was a DHL advertisement at eye level on the gas hose. On the gas hose! ON THE GAS HOSE! Please… leave the sanctity of my gas hoses alone! I just want to stand there and imagine how much pressure is behind that hose, how often it’s been inspected, and if it sprang a leak, whether the Speedway would blow up like in some incredible Mission Impossible scene. I don’t want to read an ad from DHL on some shipping deal. I really don’t. Please believe me. I don’t. I promise.
A couple of questions:
- Besides the printer, who will actually make money on this?
- How in the world does putting gas in my car equate to curiosity about who the best shipper may be to handle my holiday goods?
- What demographic or behavioral targeting am I matching when pumping gas that would interest a marketer enough to throw this ad up in front of my face?
- How many marketing meetings went into this? It’s okay, you can tell me. I won’t tell anyone. It was that 2006 strategy meeting last December. You were hyped up on peppermint mochas. I know. I’ve been there.
I just don’t get it. Visibility is NOT advertising. The history books are full of companies that spent millions on Super Bowl ads. Everyone saw them, but no one purchased from them. Find your audience, speak to them the way they want to be spoken to, and treat them well.
Good luck with your ad, DHL! I happen to like the package guy next to my favorite Thai restaurant. He’s more expensive than everyone, but he always helps me find the right box, the correct packaging, and the best way to get it there. He never fails me… and the lines are always shorter than everyone else!
If Gas Hosevertising were to work, it should be the Goodyear across the street advertising there. You happen to look at your tires for at least a few minutes while pumping gas, wondering if the treads are wearing too low.
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