Engaging Customers through Experiential Marketing & Merchandising

The 3rd quarter of 2017 brought our team to 48 different locations in 12 key markets across the United States. This coast to coast coverage came to 11,327 miles of travel in the striking #22 Shell-Pennzoil truck and trailer, catching eyes through every stretch of highway and city visited.

Engaging over 25,000 fans, customers and managers along the way, the program continues to gather insight designed to help you and your teams drive business growth. Scroll through this recap site for the most valuable insights from the 3rd quarter.

Improved Digital Experience and Reach

The digital presence of the program has been expanded in 2017 to provide an improved experience to fans, customers and members of Shell looking to leverage this unique asset.

For fans and customers, the details of the performance display events are now regularly updated on Sport Dimension's Facebook Events Page for easy, relevant reference. It is an impressive showcase of how many key markets the program engages, tying directly to business intelligence and sales growth. Thanks to Facebook's geo-tagging system, potential customers are organically notified when an event is coming to a location near them. Since adding this information digitally, we have engaged multiple fans through our Facebook page providing more information and answering questions. For further digital exposure, it is possible to promote the events through Facebook's highly targeted ads. Contact us if you are interested in learning more.

👉  VISIT THE NEW FACEBOOK EVENTS PAGE  

For internal stakeholders of Shell, we have updated the Shell Showcar webpage to a contemporary format with proper branding and user experience. This page makes it easier for internal members of Shell to see what the program is all about by linking to case study articles, scrolling through a beautiful set of photos, and easily submit a form to inquire about activating Shell's primary sponsorship through the program. To continually integrate and leverage your sponsorship assets, we encourage you to share this link with your colleagues in a channel that hasn't yet leveraged the showcar. We would be happy to discuss unique programs you could develop to further activate the suite of showcars.

👉  VISIT THE NEW SHOWCAR REQUEST PAGE

25,000 Potential Customers Engaged Across the United States During Q3

Catching potential customers right before they buy is some of the most effective marketing that can be done. This is a wonderful platform to tell the product's story and tie to performance, leveraging primary sponsorship in motorsports. Our team not only educates and hosts incoming customers outside the store, but they also gather key insights from inside the locations to deliver valuable and actionable sales information to increase sales growth. This information ranges from local promotions being run, to competitive campaigns and ensuring that Shell and Pennzoil products are always properly displayed and merchandised.

Take a look at the map below where you can zoom in to each of the 12 markets the program engaged. This interactive map is a great tool for you to get a sense of the diversity of reach captured through the second quarter. You can also easily share or present the map right from this web page, using the tools in the top right. 

48 Locations in 12 Markets Visited

Our Experiential Marketing & Merchandising team, represented by Todd and Kendra Blevins, provides you a weekly report with some key points of detail from each market. You can find each of those reports by clicking on the photos below.

Here's what you need to know for the 3rd Quarter...

👉  Out of twelve markets visited in the 3rd Quarter, six were Pennzoil branded, while the other six were Castrol stores. Pennzoil stores included New Hampshire (2x), Pocono (PA), Watkins Glen (NY), Chicago (IL), and Dover (DE). Castrol locations were Kentucky, Indianapolis (IN), Michigan, Bristol (TN), Darlington (SC) and Richmond (VA).

👉  Oil change specials on roll backs: Pennzoil High Mileage and Castrol Edge. We continue to see signage for the Pennzoil Platinum (valid date: February 1-May 10, 2017) oil change roll back, as well as the Pennzoil High Mileage oil change roll back (valid date: May 10-August 9, 2017) after both promotions have expired. Castrol Edge does not have any dates on the signs, so not sure when this roll back ends.

👉  Oil roll backs: Pennzoil, Pennzoil High Mileage, Pennzoil synthetics, Castrol synthetics and Mobil 1 synthetics, including Mobil 1 Annual Protection. I thought Rotella T5/T6 would be on roll back starting in September, but still haven’t seen it.

👉 Pennzoil Promotion: Two Ways to Rock (offer ends October 15, 2017). Enter for a chance to win a Guns N’ Roses VIP fan experience. Receive $10 Ticketmaster ticket cash with purchase. Purchase two qualifying Pennzoil Motor Oil 5 qt bottles (in store or online) and upload receipt. For full details, visit: Walmart.com/PennzoilGNR

👉  Valvoline Promotion: $10 Mail in Rebate (valid date: July 1-August 31, 2017). Save $10 on any 5 Quart jug of Valvoline Motor Oil. Requests must be received by September 30, 2017.

👉  Mobil 1 Promotion: $10 Walmart eGift Card with purchase (valid date May 31-September 8, 2017). Purchase 5 quarts or more of Mobil 1 Annual Protection motor oil to receive one $10 Walmart eGift card. Redeem by September 25, 2017.

👉  Castrol Promotion: Free Official NFL Fleece Throw (valid date: September 1, 2017-January 31, 2018). Purchase any oil change service featuring Castrol GTX High Mileage, Castrol GTX MAGNATEC, Castrol Edge, or Castrol Edge High Mileage and receive an NFL team-specific fleece throw by mail.

👉  Stores are starting to phase out or send back Castrol diesel. I have seen it as low as $7.00 on clearance. It is definitely not as prevalent as it was during the 2nd Quarter.

To learn how you can leverage Shell's performance assets to their fullest extent, fill out the form below and we will be in touch with you soon.

Copyright of Shell International. Photos from Sport Dimensions. Information and website produced by Sport Dimensions.