Gas Station and Convenience Store Marketing for Mobile Searches

smartfinds · 2nd Nov 2013, 10:03 PM

A study was released in July 2013 indicating searches 89% of mobile searches are for gas stations....and 90% of these mobile searches result in a purchase. The later is not surprising. If I'm searching for gas on my mobile phone, it probably isn't for the next day.

What is interesting about this study is that it will change the face of gas station marketing (or those that are gas stations and convenience stores). These are businesses that generally rely on brand level national marketing and advertising programs. Most probably do not think they need to market themselves...afterall, cars are coming to fill up!

1. I think the study actually creates a different question: "what business are these gas stations missing?"

Let's take for instance a national brand we reseached with 5,000 gas stations and 2,000 of them do not even show up in Google Maps. As you can imagine the other 3,000 listings are not well updated to even rank. This would indicate they are missing business to the competition.

2. When it comes to local store marketing, many businesses are assuming they only have to syndicate information...but I argue that they are missing the marketing elements that include:

Monitoring ranking positions of keywords and nearby cities
Managing Ratings and Reviews (including responses)
Updating marketing materials regularly
Monitoring and Managing Duplicate Listings
...and the list goes on for marketing processes that go beyond simple syndication.

Afterall, the study from June 2013 indicates how 85% of consumers make their decisions based on the ratings and reviews alone.

So, even if you were ranked, even if you had marketing materials...if your ratings and reviews are not competitive you will still lose business.

3. Most gas stations are owned individually at the local level regardless of the brand that you see out front. Theoretically these types of decisions would be done at the individual store level.

4. The brands are only focused on the national media buys and advertising - not necessarily local store marketing. Their agencies do not want their clients to spend money outside of media buys since that is one of the agencies revenue streams.

So, here are some questions to collaborate on:

A. Do you believe both studies?
B. Do you think gas station and convenience stores will accept the study?
C. What are some ways of reaching gas station and convenience store owners directly?

I look forward to feedback.

p.s.
Here are the links to the studies and the solution mentioned above.

Nearly 90% of Gas & Convenience Mobile Searches Result in Purchase [Study] - Search Engine Watch (#SEW)

Local Business Reviews Read By 85% of Consumers [Survey] - Search Engine Watch (#SEW)

New Gas Station and Convenience Store Local Marketing Solution Offered by SmartFinds Internet Marketing - Yahoo Finance

lotsofsnow · 2nd Nov 2013, 10:47 PM

If you want to sell your services to gas stations you should go and visit 10 to 20 gas stations and find out who owns those gas stations.

You will find that most owners fall into a very specific demographic.

The press release will most likely not communicate to that demographic and even if a few will be a little interested, your landing page is not optimized for that demographic.

It is very unlikely that a gas station owner is interested in reputation management.

Why?

They get 100% of their business without any online presence. They can not care less about their online reputation.

If you want to reach a gas station owner you have to first understand their business. And their business has very little to do with selling gas by the way.

No gas station owner gets rich by selling gas. Ideally the gas sales bring in enough to pay for the land and building leases or mortgages.

So, what are they interested in? More convenience store sales. Deliver that and you have a chance to get heard.

smartfinds · 3rd Nov 2013, 12:28 PM

Hi HP,

Thanks for your feedback and it is good to collaborate.

Some quick points back...
- yes, I agree with your points relative to their perception, understanding and demographics.
- yes, I agree the G & C Stores are more profitable on the convenience store side of things
- our research shows the gross revenue comes from the gas

Multi-location owners, owners of an entire chain (e.g. Thornton's, Sheetz) or the Brand itself will be the ones to take a closer look at this vs. the individual owners.

On the side of consumers coming to the store....
I think what the study showed is that there is a changing trend with the consumers. My guess is the G & C owners are not aware of it and are relying on branded mobile apps alone. If they don't show in search they are going to miss out.

On the side of reasons why consumers won't come besides not being found...
Companies like Market Force are working with the G & C owner staff to make sure the consumer experience is positive, however, ratings and reviews would indicate no one is paying attention to that area either. The second study did a good job of presenting this topic.

On both search results and reputation there is a open hole of marketing activities that need attention.

Certainly the Internet over the past 20 years has shown that if you adopt these ideas early you are more likely to seize the opportunities over the competition.

Unfortunately, whether its the larger corporation that can't move fast enough or the small owner who is not aware, early adoption of ideas tends to not be on the top of anyone's list. Rather they wait til its too late and a new trend is already underway.

DexterGallagher · 12th Nov 2013, 05:02 AM

Yes, this is why most GS use digital signage (a former life...) to promote the products and deals in the Convenience Store, so get drivers into the store to spend.

Originally Posted by hpgoodboy

If you want to sell your services to gas stations you should go and visit 10 to 20 gas stations and find out who owns those gas stations.

You will find that most owners fall into a very specific demographic.

The press release will most likely not communicate to that demographic and even if a few will be a little interested, your landing page is not optimized for that demographic.

It is very unlikely that a gas station owner is interested in reputation management.

Why?

They get 100% of their business without any online presence. They can not care less about their online reputation.

If you want to reach a gas station owner you have to first understand their business. And their business has very little to do with selling gas by the way.

No gas station owner gets rich by selling gas. Ideally the gas sales bring in enough to pay for the land and building leases or mortgages.

So, what are they interested in? More convenience store sales. Deliver that and you have a chance to get heard.

RaymondB · 13th Nov 2013, 12:46 AM

Thanks much smartfinds!

smartfinds · 13th Nov 2013, 09:09 AM

Hi Dexter,

Yes, no doubt! I think the study about the search engine searches for gas stations is about driving people to the gas station. If you get the people there, then it is about the various merchandising that is done at the gas pumps to bring people into the store.

Certainly if the gas station isn't being found in a search, they are not likely to generate that incremental revenue.

..and you would be amazed how many gas stations do not show up in search that should be there.

...or we have found gas stations that are listed as an ATM instead of being a gas station so they are not likely to show up for a search on "gas station"...and there are more searches for gas station than there are for ATM.

...not to mention that ATM gets used by various industries.

This is a sign of changing times and this industry is going to have to make adjustments no matter how hard they may find it.

DexterGallagher · 13th Nov 2013, 09:20 AM

My 'other' business is digital signage and we supply major gas station chains with DS solutions, the independent gas stations we stay away from, as we find they do not have the funds to invest in marketing - sadly.

smartfinds · 25th Nov 2013, 04:04 PM

Hi All,

Just to drive this point home, an article came out on Search Engine Journal on this topic of gas station marketing.

Gas Station and Convenience Store Local Marketing Becomes Important

The infographic helps to summarize many of the statistics for the gas station industry.

While digital signage is great once the consumer is at the gas station, the statistics indicate that gas stations can be competitive by focusing on incremental business they are missing with mobile users on the go.

NewParadigm · 25th Nov 2013, 06:22 PM

Dual parts.

1. they should be listed everywhere and easy to find, especially w/ the mobile search revolution. Be listed on all the GPS listings, mobile search etc...

2nd. and here is where the big value is: figure out ways to get gas customers paying at pump to go in and buy something.

-cash discount or some reward for cash (avoids CC fees and gets people in store)
- some coffee mug program
-loyalty programs
-have good products inside the store, better deli sandwiches etc....
- have freakin SPOTLESS bathrooms!! If I had a gas station I'd advertise the hell out of my spotless bathrooms. Women would flock to your station.

smartfinds · 25th Nov 2013, 09:24 PM

Hi New Paradigm,

What if I told you we came across one of the bigger brands that has 5,000 gas station stores and 2,000 were not showing up in Google Maps!

It is amazing to us why these guys don't take advantage and be competitive using multiple marketing tools.

Certainly it cannot be a budget issue, because they have plenty of money...therefore it has to be knowledge and education issue, which comes down to the people in charge do not understand the Internet and digital space well enough.

The knowledge and education I'm referring to has to be a matter of understanding the value. Possibly people high enough in the company to "get it" too, because the folks in the executive levels could approve a budget if they even knew the problem existed.

They certainly understand advertising because it is easy. Start talking about organic marketing that operates on 3 axises and spins...and these guys are lost.

CarlK · 26th Nov 2013, 08:49 AM

It seems to me the basic facts remain:

- People search for gas stations, convenience stores, ATM's, food, showers and all of the other products and services gas stations provide. Primarily, on their smartphones.
- People use ratings and reviews to make determinations on where to go.

Understandably, gas station owners have the "build it and they will come" view of their business. Perhaps that's why there's about a 10% attrition rate each year.

However, many gas stations have used or are using the printed Yellow Pages, which seems odd. Since they are marketing at some level (albeit a channel that is antiquated), with the advent of more and more services they can sell at higher margins, it would seem to make sense to be found on the web.

I searched for 'gas stations' on my phone (which knew my location) and was amazed that the gas station within site was not found.

The fact that something which is so obvious (the map displays resulting from a search) is ignored by any business is incredible.

For the most part, people don't search for a brand, they search for a product or service.

2nd Nov 2013, 10:03 PM	#1
smartfinds Active Warrior Join Date: 2005 Location: Birmingham, Michigan, USA. Posts: 30 Thanks: 1 Thanked 6 Times in 4 Posts	Gas Station and Convenience Store Marketing for Mobile Searches Share on: A study was released in July 2013 indicating searches 89% of mobile searches are for gas stations....and 90% of these mobile searches result in a purchase. The later is not surprising. If I'm searching for gas on my mobile phone, it probably isn't for the next day. What is interesting about this study is that it will change the face of gas station marketing (or those that are gas stations and convenience stores). These are businesses that generally rely on brand level national marketing and advertising programs. Most probably do not think they need to market themselves...afterall, cars are coming to fill up! 1. I think the study actually creates a different question: "what business are these gas stations missing?" Let's take for instance a national brand we reseached with 5,000 gas stations and 2,000 of them do not even show up in Google Maps. As you can imagine the other 3,000 listings are not well updated to even rank. This would indicate they are missing business to the competition. 2. When it comes to local store marketing, many businesses are assuming they only have to syndicate information...but I argue that they are missing the marketing elements that include: Monitoring ranking positions of keywords and nearby cities Managing Ratings and Reviews (including responses) Updating marketing materials regularly Monitoring and Managing Duplicate Listings ...and the list goes on for marketing processes that go beyond simple syndication. Afterall, the study from June 2013 indicates how 85% of consumers make their decisions based on the ratings and reviews alone. So, even if you were ranked, even if you had marketing materials...if your ratings and reviews are not competitive you will still lose business. 3. Most gas stations are owned individually at the local level regardless of the brand that you see out front. Theoretically these types of decisions would be done at the individual store level. 4. The brands are only focused on the national media buys and advertising - not necessarily local store marketing. Their agencies do not want their clients to spend money outside of media buys since that is one of the agencies revenue streams. So, here are some questions to collaborate on: A. Do you believe both studies? B. Do you think gas station and convenience stores will accept the study? C. What are some ways of reaching gas station and convenience store owners directly? I look forward to feedback. p.s. Here are the links to the studies and the solution mentioned above. Nearly 90% of Gas & Convenience Mobile Searches Result in Purchase [Study] - Search Engine Watch (#SEW) Local Business Reviews Read By 85% of Consumers [Survey] - Search Engine Watch (#SEW) New Gas Station and Convenience Store Local Marketing Solution Offered by SmartFinds Internet Marketing - Yahoo Finance
	Melih Oztalay, CEO, SmartFinds Internet Marketing Corporate: http://www.smartfindsmarketing.com melih@smartfindsmarketing.com Tel: (248) 568-2241

2nd Nov 2013, 10:47 PM	#2
lotsofsnow VIP Warrior War Room Member Join Date: 2008 Posts: 3,484 Thanks: 119 Thanked 1,511 Times in 1,125 Posts	Re: Gas Station and Convenience Store Marketing for Mobile Searches Share on: If you want to sell your services to gas stations you should go and visit 10 to 20 gas stations and find out who owns those gas stations. You will find that most owners fall into a very specific demographic. The press release will most likely not communicate to that demographic and even if a few will be a little interested, your landing page is not optimized for that demographic. It is very unlikely that a gas station owner is interested in reputation management. Why? They get 100% of their business without any online presence. They can not care less about their online reputation. If you want to reach a gas station owner you have to first understand their business. And their business has very little to do with selling gas by the way. No gas station owner gets rich by selling gas. Ideally the gas sales bring in enough to pay for the land and building leases or mortgages. So, what are they interested in? More convenience store sales. Deliver that and you have a chance to get heard.
	Call Center Fuel - High Volume Data Delivering the highest quality leads in virtually all consumer verticals.

3rd Nov 2013, 12:28 PM	#3
smartfinds Active Warrior Join Date: 2005 Location: Birmingham, Michigan, USA. Posts: 30 Thanks: 1 Thanked 6 Times in 4 Posts	Re: Gas Station and Convenience Store Marketing for Mobile Searches Share on: Hi HP, Thanks for your feedback and it is good to collaborate. Some quick points back... - yes, I agree with your points relative to their perception, understanding and demographics. - yes, I agree the G & C Stores are more profitable on the convenience store side of things - our research shows the gross revenue comes from the gas Multi-location owners, owners of an entire chain (e.g. Thornton's, Sheetz) or the Brand itself will be the ones to take a closer look at this vs. the individual owners. On the side of consumers coming to the store.... I think what the study showed is that there is a changing trend with the consumers. My guess is the G & C owners are not aware of it and are relying on branded mobile apps alone. If they don't show in search they are going to miss out. On the side of reasons why consumers won't come besides not being found... Companies like Market Force are working with the G & C owner staff to make sure the consumer experience is positive, however, ratings and reviews would indicate no one is paying attention to that area either. The second study did a good job of presenting this topic. On both search results and reputation there is a open hole of marketing activities that need attention. Certainly the Internet over the past 20 years has shown that if you adopt these ideas early you are more likely to seize the opportunities over the competition. Unfortunately, whether its the larger corporation that can't move fast enough or the small owner who is not aware, early adoption of ideas tends to not be on the top of anyone's list. Rather they wait til its too late and a new trend is already underway.
	Melih Oztalay, CEO, SmartFinds Internet Marketing Corporate: http://www.smartfindsmarketing.com melih@smartfindsmarketing.com Tel: (248) 568-2241

13th Nov 2013, 12:46 AM	#5
RaymondB HyperActive Warrior Join Date: 2013 Posts: 249 Thanks: 235 Thanked 23 Times in 21 Posts	Re: Gas Station and Convenience Store Marketing for Mobile Searches Share on: Thanks much smartfinds!
	Friendly advice, useful tips... Raymond B.

13th Nov 2013, 09:09 AM	#6
smartfinds Active Warrior Join Date: 2005 Location: Birmingham, Michigan, USA. Posts: 30 Thanks: 1 Thanked 6 Times in 4 Posts	Re: Gas Station and Convenience Store Marketing for Mobile Searches Share on: Hi Dexter, Yes, no doubt! I think the study about the search engine searches for gas stations is about driving people to the gas station. If you get the people there, then it is about the various merchandising that is done at the gas pumps to bring people into the store. Certainly if the gas station isn't being found in a search, they are not likely to generate that incremental revenue. ..and you would be amazed how many gas stations do not show up in search that should be there. ...or we have found gas stations that are listed as an ATM instead of being a gas station so they are not likely to show up for a search on "gas station"...and there are more searches for gas station than there are for ATM. ...not to mention that ATM gets used by various industries. This is a sign of changing times and this industry is going to have to make adjustments no matter how hard they may find it.
	Melih Oztalay, CEO, SmartFinds Internet Marketing Corporate: http://www.smartfindsmarketing.com melih@smartfindsmarketing.com Tel: (248) 568-2241

13th Nov 2013, 09:20 AM	#7
DexterGallagher Advanced Warrior Join Date: 2012 Location: Living in Cambridge UK for 2-3 years. Posts: 645 Thanks: 78 Thanked 143 Times in 103 Posts	Re: Gas Station and Convenience Store Marketing for Mobile Searches Share on: My 'other' business is digital signage and we supply major gas station chains with DS solutions, the independent gas stations we stay away from, as we find they do not have the funds to invest in marketing - sadly.
	We offer mobile optimized websites at http://mobilewebsitecreationltd.co.uk/

25th Nov 2013, 04:04 PM	#8
smartfinds Active Warrior Join Date: 2005 Location: Birmingham, Michigan, USA. Posts: 30 Thanks: 1 Thanked 6 Times in 4 Posts	Re: Gas Station and Convenience Store Marketing for Mobile Searches Share on: Hi All, Just to drive this point home, an article came out on Search Engine Journal on this topic of gas station marketing. Gas Station and Convenience Store Local Marketing Becomes Important The infographic helps to summarize many of the statistics for the gas station industry. While digital signage is great once the consumer is at the gas station, the statistics indicate that gas stations can be competitive by focusing on incremental business they are missing with mobile users on the go.
	Melih Oztalay, CEO, SmartFinds Internet Marketing Corporate: http://www.smartfindsmarketing.com melih@smartfindsmarketing.com Tel: (248) 568-2241

25th Nov 2013, 06:22 PM	#9
NewParadigm Senior Warrior Member Join Date: 2011 Posts: 1,141 Thanks: 628 Thanked 286 Times in 222 Posts	Re: Gas Station and Convenience Store Marketing for Mobile Searches Share on: Dual parts. 1. they should be listed everywhere and easy to find, especially w/ the mobile search revolution. Be listed on all the GPS listings, mobile search etc... 2nd. and here is where the big value is: figure out ways to get gas customers paying at pump to go in and buy something. -cash discount or some reward for cash (avoids CC fees and gets people in store) - some coffee mug program -loyalty programs -have good products inside the store, better deli sandwiches etc.... - have freakin SPOTLESS bathrooms!! If I had a gas station I'd advertise the hell out of my spotless bathrooms. Women would flock to your station.
	In a moment of decision the best thing you can do is the right thing. The worst thing you can do is nothing. ~ Theodore Roosevelt

25th Nov 2013, 09:24 PM	#10
smartfinds Active Warrior Join Date: 2005 Location: Birmingham, Michigan, USA. Posts: 30 Thanks: 1 Thanked 6 Times in 4 Posts	Re: Gas Station and Convenience Store Marketing for Mobile Searches Share on: Hi New Paradigm, What if I told you we came across one of the bigger brands that has 5,000 gas station stores and 2,000 were not showing up in Google Maps! It is amazing to us why these guys don't take advantage and be competitive using multiple marketing tools. Certainly it cannot be a budget issue, because they have plenty of money...therefore it has to be knowledge and education issue, which comes down to the people in charge do not understand the Internet and digital space well enough. The knowledge and education I'm referring to has to be a matter of understanding the value. Possibly people high enough in the company to "get it" too, because the folks in the executive levels could approve a budget if they even knew the problem existed. They certainly understand advertising because it is easy. Start talking about organic marketing that operates on 3 axises and spins...and these guys are lost.
	Melih Oztalay, CEO, SmartFinds Internet Marketing Corporate: http://www.smartfindsmarketing.com melih@smartfindsmarketing.com Tel: (248) 568-2241

26th Nov 2013, 08:49 AM	#11
CarlK Warrior Member Join Date: 2013 Posts: 2 Thanks: 0 Thanked 0 Times in 0 Posts	Re: Gas Station and Convenience Store Marketing for Mobile Searches Share on: It seems to me the basic facts remain: - People search for gas stations, convenience stores, ATM's, food, showers and all of the other products and services gas stations provide. Primarily, on their smartphones. - People use ratings and reviews to make determinations on where to go. Understandably, gas station owners have the "build it and they will come" view of their business. Perhaps that's why there's about a 10% attrition rate each year. However, many gas stations have used or are using the printed Yellow Pages, which seems odd. Since they are marketing at some level (albeit a channel that is antiquated), with the advent of more and more services they can sell at higher margins, it would seem to make sense to be found on the web. I searched for 'gas stations' on my phone (which knew my location) and was amazed that the gas station within site was not found. The fact that something which is so obvious (the map displays resulting from a search) is ignored by any business is incredible. For the most part, people don't search for a brand, they search for a product or service.