In a world of digital marketing, the best way to connect people in meaningful ways is still through shared experiences. Amanda Hill share why marketers should still spend dollars on experiential marketing.
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People tend to zero in on media relations and social media when they think about public relations, but there are so many other ways to engage and connect with audiences. Corporate events, in particular, can turn a good campaign into a great one by creating authentic, direct touch points for audiences to interact with your brand.
When your client opens 14 new stores in one city, it’s big news. This week, Alon Brands acquired 14 new stores in the Albuquerque area from family-owned Roberts Oil Company. The acquisition expands the ALON/7-Eleven footprint by more than 50% in Albuquerque, bringing the total number of stores in the area to 38. That’s a lot of Slurpees!
This expansion is part of a significant investment Alon Brands is making in the Albuquerque region. The company just finished remodeling all of its locations in the area and built a brand new store in Rio Rancho (see: Putting the Grand in Grand Opening).
LPR helped Alon celebrate the acquisition and recognize Roberts Oil for its 40+ years in business by coordinating a ribbon-cutting and Slurpee toast with the Roberts family and the Albuquerque Chamber.
The acquisition story was both newsworthy and interesting to local and industry media, gaining coverage on KRQE-TV, The Albuquerque Journal, Albuquerque Business First, as well as Convenience Store News, CSP, and Convenience Store Decisions, to name a few.
We’re proud of the commitment Alon Brands has made and will continue to make to the community and customers in Albuquerque. Congratulations, Alon Brands!
After nearly 10 years in public relations, I’ve seen my fair share of grand opening and ribbon cutting events. Giant scissors, mayoral proclamations, radio remotes, free samples…you know the drill. While it all sounds pretty simple, a well-executed grand opening event can be a very effective way to introduce a new brand, business or location to the neighborhood. The results can be even better when you get a little creative, which is exactly what the ALON/7-Eleven team did for a grand opening in Rio Rancho, N.M., last week. Since the new store was unlike any convenience store location the company had ever built, the grand opening had to be just as special.
How did we help make it special?
My day started off at the store at 5 a.m. sampling some new products and preparing goodie bags with fresh treats for the local media. ALON ordered these chocolate covered waffle cone cups straight out of Beverly Hills to help launch the store’s new coffee bar. DELICIOUS.
Then, I visited local morning shows to drop off samples and spread the word about our grand opening activities. Thanks to the KOB Good Day New Mexico team for letting me hang out at the studio for a while!
We also did a few live shots from the store with KRQE reporter David Romero.
But, the fun really started when customers began packing the store and the parking lot to try out new products, enter to win free gas prizes and visit our special guest, five-time Super Bowl Champion Charles Haley.
The event was a ton of fun, but the best part is that thousands of customers came in to check out the new store during opening weekend. That’s the true measure of success.
At Lewis Public Relations, we count it as privilege to provide counsel to our clients. But we consider it an honor when clients ask the LPR team to share public relations best practices with their clients. On May 8, LPR's Blake Lewis and Christi Chesner presented media relations tips to ALON Brands' distributor network at the Southwest Fuel & Convenience Expo in Fort Worth, Texas. After the session, Blake and Christi had a chance to talk with Donna Harris of OPIS. Below is an article Donna wrote about their presentation. Well done, Blake and Christi!
This article is being reprinted with permission from OPIS and originally appeared in Oil Express. For more information on Oil Express, please visit www.opisnet.com/products/oil-express.aspx or call (888) 301-2645.
ALON provides media relations tips
Fort Worth, Texas – The oil industry can easily get bad press when gasoline prices rise or crimes occur at gas stations. But ALON Brands believes petroleum marketers have some positive stories to tell and the refiner’s public relations representatives provided a tutorial to branded wholesalers at the ALON brand meeting during the recent Southwest Fuel & Convenience Expo here.
“We are storytellers,” said Blake Lewis III, principal for Lewis Public Relations of Dallas, whose firm represents ALON. “We owe it to customers, the brand and the industry to tell the story well.”
One example of a positive story: ALON’s expansion of a scholarship program into an internship program. The initiative provides the opportunity to sell the company and the industry to young people looking for a career and to demonstrate that ALON cares about employees, said Lewis.
At its brand meeting, ALON distributed 14 common-sense media relations tips on a laminated, wallet-size card. The dos appear on one side of the card and the don’ts appear on the flipside:
• Some dos: Gather and record the facts – who, what, when, where and why. Share the information with key team members. Designate one person to respond to the media. Deliver consistent messages. Manage expectations. Correct misinformation. Be honest every day and every time. For additional assistance, contact your brand representative. • Some don’ts: Don’t avoid or ignore the media, get angry or defensive, speculate, point fingers, reveal confidential security or personnel information, or wing it.
Next: Take a peek at ALON’s new form that helps marketers deal with a potential crisis.