Much like convenience stores, gas stations are often quick and frenetic places for customers to top off. So, it stands to reason that the chance to steal some of their attention is fairly limited. And yet, with an almost built-in tendency to splurge, audiences seem primed to part with their cash in gas stations.
This is what makes gas station advertising so effective. When done well, it can build brand loyalty, promote new offerings, and inspire immediate action at the cash register. Awareness here takes a backseat to imminent results.
But not all gas station advertising placements are alike. When given the conservative treatment, they serve to bolster brand awareness and not much else. But with the right insights, your out-of-home gas pump advertising can rise above the rest.
Join us as we explore what can turn your fuel station advertising from good to great. These are the advertising gas station best practices you need.
Highlight Free Offerings
Everyone loves something for free. And this extends to gas station ads. If your company has a free trial, a free product with purchase, or other free offerings, use it to your advantage.
Two-for-one deals are a great way to instill a sense of value in hesitant shoppers. Meanwhile, free trial or free rebate offers allow customers to more easily give themselves over to your message.
There is no wrong way to offer a free product or service. Just be sure that your gas pump advertising connects to something the audience can take action on immediately.
Identify Benefits for Your Customers
Consumers today are exposed to more advertising than ever. Gas-station advertising lets you connect those consumers to immediate needs relating to their gas station visit, such as hunger, thirst, the need for auto-related services, and more.
The more empathetic and the more beneficial your ad is, the more readily it can break through.
Leverage Limited-Time Urgency
Nothing sets a fire under would-be customers quite like a ticking clock. While literal countdowns aren’t really possible with fuel station advertising displays, limited windows of availability are.
Promote your product as a limited drop. Showcase a service you’re offering this month only. Or highlight how they can find your product inside right now.
Promote Loyalty Programs or Rewards Incentives
Today, audiences want to connect more meaningfully with brands. This is why every other business seems to be launching a reward program of some sort. They really do work at keeping consumers engaged.
If your brand is equipped to offer a digital reward experience, promote it. Downloading an app, scanning a QR code, and more are all on the table.
However, even old-school methods of building repeat business are fair game.
The old-fashioned “10th purchase is free” dynamic amazingly still works. As does a free gift during the customer’s birth month or a percentage off during the holidays.
If you can instill a sense of immediate savings in your customers, they’ll be more likely to pull the trigger.
Color is Your Friend
The psychology of how we both see and process colors is a fascinating subject and one we could write reams about. But for the purposes of this article, let’s focus just on how color can affect a customer’s shopping habits.
Red has long been associated with love, passion, anger, and action. It’s a dynamic color. But did you know it’s also been known to drive greater actionable engagement when used in advertising?
The color has been known to make viewers more hungry, to inspire immediate emotional reactions, and more. The color carries an immediate sense of urgency that is simply hard to ignore.
Rely on AllOver Media for Your Gas Station Advertising
When it comes to engaging primed audiences, AllOver Media is your alternative OOH specialist. Our collaborative approach to out-of-home advertising means smarter placement. You’ll get the ads that work best for your business and that garner the results you need.
Our expertise in gas station advertising, strategic point-of-sale placements, and more make us your insights-driven partner. They allow us to target your message and your product or service right where your customers are most likely to see them.
Experience the AllOver difference when you partner with us for your next campaign. See How AllOver Media Can Help!
