QUIK STOP - case study
Challenge
Win over market share and revenue for a small regional chain of 120 franchised convenience stores in northern California from major national competitors like 7-11 and AM/PM. Customers were considered "Bubba" who came to a convenience store for coffee, cigarettes and beer but there was also the "Yuppie" and hard-working single parent who a lot of times couldn't always make it to the supermarket for staples.
Solution
Build a brand personality for the stores by developing creative that used everyday consumer language to highlight reasons for visiting convenience stores. Leverage franchise advertising contributions with vendor co-op dollars for TV and outdoor/transit advertising to stimulate impulse visits.
Results
The results were impressive and above expectations: overall sales increased 12% and traffic 20% in four weeks. Based on the campaign, Quik Stop was perceived as a national chain despite its actual limited
regional coverage area.
Click on the image to view the work.
Challenge
Win over market share and revenue for a small regional chain of 120 franchised convenience stores in northern California from major national competitors like 7-11 and AM/PM. Customers were considered "Bubba" who came to a convenience store for coffee, cigarettes and beer but there was also the "Yuppie" and hard-working single parent who a lot of times couldn't always make it to the supermarket for staples.
Solution
Build a brand personality for the stores by developing creative that used everyday consumer language to highlight reasons for visiting convenience stores. Leverage franchise advertising contributions with vendor co-op dollars for TV and outdoor/transit advertising to stimulate impulse visits.
Results
The results were impressive and above expectations: overall sales increased 12% and traffic 20% in four weeks. Based on the campaign, Quik Stop was perceived as a national chain despite its actual limited
regional coverage area.
Click on the image to view the work.
