Situation:
Baesler's Market recently installed new software that allows customers to earn cumulative discounts on gas purchases at the market's fuel station when they buy any of the 800 grocery products identified in the store as being part of the program. While customers are accustomed to using their Preferred Perks card for grocery discounts and a two- to three-cent per gallon discount on gas, the new program credits the shopper's card with a discount based on the particular items purchased and allows those discounts to accumulate on multiple shopping trips.

Problem:
Bob Baesler, owner of the 110-year-old family grocery retailer, felt that he needed to supplement the information his employees were giving customers, as well as cost-effectively promote the October rollout of the Pump Perks fuel-discount-with-purchase program to the community in general.


Solution:
To educate customers on the value of purchasing those particular grocery products and on how to get and use their discount, Baesler's worked with MillerWhite, LLC on an integrated campaign that included a press release and media contacts, a billboard, a television commercial, a POP flyer and signage in the store and on the gas pumps.

The Pump Perks logo tied together all the elements of the signage and the rollout campaign, which used an adapted version of the store's "Fresh Foods Fast" tag line to promote the program with, "Fresh Foods Fast, Save On Gas."

The billboard used strong graphics and was placed at a high traffic location just a few blocks from the store, both to promote the program and as a reminder for shoppers heading for the store. The simple but colorful POP educated customers in the store about the program with simple instructions and Q & A. The television spot followed the format of the store's existing commercials, and even utilized the existing opening and closing footage to keep costs down. The press release, sent out a few weeks before the program's official start-up, was of particular interest to local media in light of increasing gasoline prices.

Results:
The integrated effort has customers talking about Pump Perks in the store and has many taking advantage of their discounts at the pump.

“There is real value in working with an integrated marketing firm,” Baesler said. “It’s made it possible for me to maximize my efforts on this campaign and get the most out of my marketing budget.”

While integrated marketing on a grand scale can be used to build brand awareness for a company or organization, the same use of integrated elements on a smaller scale can cost-effectively promote the rollout of a single product or program for a local retailer.

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