Marketing can mean finding the pain of your customers and then addressing that pain. Gasoline prices, anyone? A marketing opportunity.
Doing the little things help save money on gas like accelerating slowly, inflating your tires, and changing your oil at Jiffy Lube. Didn’t know that, did you?
I heard a radio commercial last night for Jiffy Lube explaining how a thorough servicing of your car is more than just changing oil, it’s also about saving money on gasoline since a smooth-running car is fuel efficient.
Jiffy Lube is trying to meet people where they feel pain – gasoline prices. Now, it didn’t really work for me since I’ve never gone to Jiffy Lube anyway. My regular oil changes are taken care of by my mechanic.
Shell Oil is also in the marketing game with a blog to answer the need for cleaner burning engines. They’re trying to start a movement, Americans for a Gunk Free Nation. And the personality they’re trying to develop is Dr. Fuelgood who writes a blog on how top tier gas is better for a car engine than cheap gas. In the long run, top tier gas is supposed to save money on car maintenance and fuel efficiency.
Shell, of course, sells top tier gas along with Chevron, Phillips, Texaco . . . the idea of top tier gas was conceived by the world’s top auto manufacturers: BMW, Toyota, General Motors, and Honda among them.
Will the blog, and the movement, catch on? Don’t know. I don’t know how Shell is promoting the blog. The next time I stop at a gas station, I’ll look for any info related to Americans for a Gunk Free Nation.
I do know this. It takes work even for a major brand like Shell Oil to drive traffic to a blog site. It also means marketing is a relentless activity using various media to put out a message.
Have you ever successfully marketed a message dealing with the pain of a potential customer? If so, share the details with us.
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