Full length articles and available downloads for this issue of Marketing News are available on Business Point.
A Letter From Danny Roden
Chevron Image Refresh Hits the Streets
Back to Basics
Texaco/Havoline to Celebrate 20th Anniversary in NASCAR, Asking Fans for Their Stories
Chevron Credit Card Enterprises Credit Card Program - August and September
Gift Cards - Explosive Growth
Texaco Rebrand Press Release
Managing Editor:
Jessie Chan
North America Marketing
Business Point
RMC: (877) 243-8457 Option 1 |
A Letter From Danny Roden Hello to all. I trust that this letter finds you enjoying the start of summer. Not only is it a busy time in our business, it is also a time to ensure that we are focused on safety for the many activities that summer brings. Please pay particular attention to road safety as many of us will take to the highways for vacation. Make sure your vehicle is well-maintained, that you take frequent rest breaks when driving long distances, and always be defensive in your driving.
I want to provide you with a brief update on two important initiatives that I outlined to you earlier in the year - continued growth and support of the Texaco brand and the Image Refresh project.
As many of you are aware we will gain exclusive rights to the Texaco brand on July 1st. In anticipation of this date we have launched our most aggressive advertising campaign for the Texaco brand since the merger. The advertising theme celebrates the people who know and love their cars, are driven by performance, and trust only one brand of gasoline - Texaco. I am sure that you will be pleased by the commercials. I am also happy to report that we have now expanded the Texaco brand to over 1800 locations since July 2004. I continue to be excited by the opportunities that we have for further growth of the Texaco brand.
If you have had the opportunity to see one of the Chevron branded sites that have undergone an Image Refresh, then I am sure that you will be as impressed as I am with the results. In June we launched a large scale rollout to Arizona, California, Hawaii, Texas, Florida and Alabama. This is the beginning of a staged roll-out of the Image Refresh to over 7500 sites in the next 5 years. I have no doubt that the results will be a success for all of us.
On a final note, we have been busy over that last few months in preparing for the hurricane season. The experiences of 2005 were a clear reminder for all of us to prepare for disasters; for our business and more importantly for the safety of ourselves and families. We have developed a Hurricane Preparedness and Response Plan, which will be shared with Marketers in hurricane prone areas during the Hurricane Summit in New Orleans on July 11th -12th. The focus of the Summit will be on sharing practical measures that we can all take to prepare and respond to hurricanes. Please use this as a reminder to make the necessary preparations for possible natural disasters regardless of which region of the country that you live in.
Have a great summer, and Stay Safe.
Chevron Image Refresh Hits the Streets
The Chevron Image Refresh Team recently launched its geographic rollout of the new image program beginning June 1 in the states of Arizona, California, Hawaii, Texas, Florida and Alabama. Existing Chevron retailers and Marketers in these states are now eligible to implement the new Chevron station image and are encouraged to adopt the new standards so that they can begin to stand out from our competition and offer our customers a new and inviting forecourt experience.
Back to Basics
Chevron created the Back to Basics kit to provide Marketers and Retailers with tools to ensure Chevron and Texaco customers receive a premium brand experience time after time. Back to Basics emphasizes the basic elements of the customers fueling experience - Image, Customer Service and Cleanliness. These attributes are as essential to the Chevron and Texaco brand experience as are quality gasolines with the Techron additive.
Texaco/Havoline to Celebrate 20th Anniversary in NASCAR, Asking Fans for Their Stories
The 2007 season will mark Texaco/Havoline’s 20th year as a sponsor in NASCAR. From Davey Allison to Casey Mears, Texaco/Havoline has a rich history in the sport. To commemorate its heritage, Texaco/Havoline is printing a one-of-a-kind book filled with photos and stories submitted by fans, drivers, crew members and media.
Chevron Credit Card Enterprises Credit Card Program - August and September
To continue to support one of the strongest card files in the industry, Credit Card Enterprises (CCE) will be launching an exciting and robust consumer credit card acquisition program where cardholders will receive a $25 Chevron or Texaco gift card upon approval and activation of their new credit card. Based on consumer demand for our gift card, we anticipate a very successful program that will generate a significant number of new credit card customers at your site.
In addition to our standard Customer First rewards program, we will support your card acquisition efforts with a special soliciation award program where your site can earn up to $2,500. By acquiring new accounts, you will build loyalty to your site while also assisting you in managing your overall cost of credit.
Gift Cards - Explosive Growth
The Chevron and Texaco gift cards have been extremely popular with our customers as sales have grown exponentially since 2005. With the August and September credit card promotion, we believe that demand and awareness for this product will continue to grow. Now is the perfect time to participate in this program to begin enjoying customer loyalty and incremental sales.
To participate in the gift card program, please go to Business Point under Branded Merchandise/Marketplace. If you have any questions, please contact the RMC at 1-877-243-8457. |