2. *
Client needed to find the best solution for
maximizing outdoor brand and promotional
exposure at convenience stores without busting
the budget.
3. *
*Traditionally the most popular outdoor signage
was pole signs, pump toppers, & window clings.
*Pole signs are only visible from the road
*Pump toppers are only visible at the pump
*Typical convenience store window clings are
only visible when entering the store.
4. *
*Pole signs are only visible from the road
*Impressions potential – high. Lots of drivers pass by.
*Conversions potential – low. Very few drivers stop.
*Pump toppers are only visible at the pump
*Exposure potential – low. Limited number of fuel customers.
*Conversion potential – high. Captive audience for minutes.
*Typical convenience store window clings are only visible
when entering the store.
*Exposure potential – low. Few customers enter the store.
*Conversion potential – high. Customers entering store are
very close to the product.
5. *
*Is there a way to achieve
optimal brand impression and
sales conversion potential with
one high-impact placement
visible from the road, at the
pump, and from the store entry?
7. Existing Solution 1
* Corrugated plastic and other material
* Lots of material required
* Very large/bulky
* Difficult to construct
* Very costly
* Custom graphics cost prohibitive due to required
life of unit and typical life of a graphic refresh
*Pre-Existing Solutions
*Known as: Pump Blaster or Pump Broadcaster
Existing Solution 2
* Molded plastic and other material
* Replaceable graphic, but too small
for clear visibility from streets &
hwys
* Very large to ship
* Very costly
8. *With the objectives of:
*High visibility from the road, at the pump, and from
the store entry
*Being cost effective enough to replace the whole
unit every 10-16 months for fresh graphic/message
*The first idea was pillow case banners.
*Objectives met, but visually… it wasn’t
awesome yet.
9. *Back at the drawing board we took
another look at the first pre-existing
solution. It is made of a relatively cost
efficient material, but the design is so
large it requires a lot of material.
*What if the size is reduced?
*What if a smaller size wouldn’t fit?
*There’s only one way to find out…
10.
11. *Put my engineering background to work
*Personally went to countless
convenience stores in a large
geographical area
*Found many variations of pump bumper
guard sizes & shapes
*Literally measured every variation
*Captured statistical data
*
12. *The smaller design works on 85% of all
the pump bumper guards observed in
the statistical study.
*The remaining 15% of convenience
stores can still use the smaller design
with a minor adjustment.
*
17. *
*The ROI on this solution has been a
huge success for all clients who have
implemented it, and it continues to
be a valuable element of marketing
and promotional campaigns
*Convenience stores also benefit from
significant increased foot traffic,
making this outdoor POP a win-win.
