Generating leads and remarkable results.
How do you convince a small, seriously reluctant audience of gas station owners and marketers to leave the comfort of their current fuel suppliers? You surround them with reasons to question their existing relationships and fuel them with the information and confidence they need to Power Ahead.
This expansive, high-touch direct mail piece demonstrated how a future with Phillips 66 brands could unfold. Direct mail generated nearly 75% of the total sales opportunities for the campaign. Powerful stuff.
Phillips 66® and Conoco® brand roll-fold direct mail
76® brand direct mail. Flat. Side 1; 2 of 2
76® brand direct mail. Flat. Side 1; 1 of 2
76® brand direct mail. Flat. Side 2; 1 of 2
76® brand direct mail. Flat. Side 2; 2 of 2
One of six hard-driving landing pages, each featuring a highly relevant topic and offer, and plenty of ways to connect with our new-to-brand representatives.
Quick-read emails generated 102 of the 236 Marketing-Captured leads for the campaign, and an awesome 12% conversion rate.
When I saw the results, I almost blew a gasket.
556% above goal for qualified opportunities
59 actual opportunities with a goal of 9.
162% above goal for marketing captured leads
236 MCLs with a goal of 90
Upheld a 25% MCL-to-opportunity conversion rate
Surpassing our 10% goal
2020 New-to-Brand Campaign
The 2020 New-to-Brand Campaign for Phillips 66 came with an interesting twist – a global pandemic. How do you get gas station owners to think about switching fuel suppliers when their minds are focused on plummeting sales at their pumps? With pointed questions about their fuel-supplier relationship and answers that can help them Power Ahead.
Instead of hard-sell tactics, we asked prospects to question their state of happiness.
This direct mail piece rips off the metaphorical bandage to reveal questions and answers fueled with empathy, reassurance and optimism.
Direct mail inside spread.
Digital ads asked bold questions up front, followed by simply stated proof points.
On-going Business Support
The “Wheel of Rewards” put a fun spin on a long-time incentive program for existing customers. Front and back shown here.
“Wheel of Rewards” panel 3 and panel 4 revealed.
We gave station-owner prospects in the Pacific Northwest a fresh look at a legacy brand.
76® Pacific Northwest direct mail inside spread.