CLIENT BULLETIN: This is NOT your Father's Gas Station!

CLIENTS:Gas station's have emerged over the years from 'The Friendly Texaco' guy that pumped your gas and washed your windshield to super centers that are fuel laden one stops for the whole family. The profit center on merchandise far exceeds gasoline which is increasingly being used as a loss leader. The real money is in coffee, lighters, cigarettes, gloves and cheetoes! Today's filling stations are mini Wal Marts with gas pumps.

So how does an owner get an edge? Is the gas, merchandise, or location any better than the next guy? Maybe, but how is anyone going to know. If a gas mart wants business outside of normal traffic, how can it quantify spending ad dollars for more traffic?

Answer: THEY CANNOT! Newspaper coupons or media 'register to win' campaigns fall flat in this business.

Kelley Williamson Mobil operates multiple gas marts throughout the state of Wisconsin. If they were going to spend ad dollars, it would have to be measurable. WJJO/Frequent Rocker came to the rescue with a *points for purchase key word promotion. When a listener made a purchase, they would receive a keyword for points on their receipt. For the first time, this Mobil dealer had a quantifiable way to measure traffic..................and dollars.

The RESULT: 4500+ people have redeemed keywords generating $65K+ in sales since February 04. Can this client get quantifiable value like this from somewhere else? Forget it! Radio's general tech obsolecence can't deliver it....................and newspaper and TV still reside in the dark ages. The early adopters like WJJO will continue to have the upper hand in market iniatives like this.

In a time when advertisers are now asking terrestrial radio to provide ROI, a station must clearly illustrate connectivity from it's massive delivery system to client traffic.

Click here for a report from account exec Amy Schiefelbein and click here to view the actual stats from the promotion.

*Points for purchase must be treated carefully in a rewards scheme. If the purchase is too high, opt ins will fall off because the playing field for points will have a dramatic change. PFP must be used efficiently for items that add fuel to revenue stream without altering the game.