At first glance, the use of gas pump toppers as a means of advertising to consumers might seem like a very traditional (old school way) of reaching the public. You might even be asking yourself, “Do gas pump toppers still work?”
We’re here to tell you the answer to that question is…”Yes they do!” Pump toppers remain a very effective advertising method because they attract the attention of a captive audience at the gas station. In addition, they have a high monthly impression count thanks to the multiple number of times consumers visit a gas station each month. Even though they are still a powerful marketing method, signage at the gas pump remains a cost-effective advertising method that fits almost any budget.
Take a look below for an in-depth look at why gas pump signage should be part of your overall marketing plans.
Captive Advertising
When you make advertising at the pump part of your marketing plans, you are reaching a captive audience that is open and receptive to the message you want to deliver to consumers. In general, people spend anywhere from three to eight minutes at the pump. In our current fast-paced society with distractions at every turn, their trip to the gas pump gives you their complete focus as well as more than enough time to grab their attention and make the sale. Since gas pump toppers are located at the eye-level of the consumer, they are viewed several times each visit instead of being viewed once (before driving past it) like a traditional billboard.
High Impressions
It is estimated that the typical consumer visits a gas station that is located one to two miles from their home. They also visit a gas station anywhere from five to seven times per month which means they will see pump toppers 10-14 times per month. By following one of the oldest (but accurate) principles of marketing, the rule of 7 which means a consumer should hear or see a marketing message at least seven times before they make a purchase , the public will decide to buy up to two times per month.
According to the National Association of Convenience Stores, there are around 1100 customers per day visiting stores that sell fuel. Apply the rule of 7 to that amount of daily customers (more than 400,000 per year) and that translates to a large amount of additional sales!
Cost Effective
Gas pump signage, such as toppers, have a much lower cost than other advertising signage due to the fact they are smaller and are purchased less often. Besides getting the attention of consumers, this also helps your marketing budget in the long-run.
You also don’t have to worry about the signage becoming worn in appearance as they are typically protected from the elements. This reduces the amount of wear and tear or fading and discoloration that might happen to other outdoor signage. Gas pump toppers are a long-lasting, colorful signage option that retains a new look that attracts attention each time the public is ready to fill their gas tank.
Put pump toppers to work as part of your 2021 (and beyond) marketing strategy by contacting our experienced team today.
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