Shell Road Show Boosts Customer Ratings - Event Marketer

Shell Road Show Boosts Customer Ratings

DB_Silver_Shell_2009 Ex
Brand: SHELL
Agency: THE KERRY GROUP
Awards: EX AWARDS — BEST MULTI-MARKET EVENT (B-TO-B)
Year: 2009

To invigorate its rate of recommendation from its customers, Shell sent eight certified mechanics out on the road to visit 3,100 oil-change centers in the U.S.

At the in-store visits, the mechanics scheduled 45-minute product training sessions during which they handed out premiums like hats, break room posters and badges with product information and key points clearly displayed. They also hosted 30 group sessions in hotels for customers who preferred an off-site setting. For VIP customers, five group sessions took place in Shell-owned NASCAR suites, which allowed Shell to leverage existing racing assets and offer key customers the bonus of watching a race from the sweet seats.

The 10-month campaign reached more than 20,000 service personnel and the visited stores reported sales trends of 4.3 percentage points ahead of the national average for that period, which, if projected nationally, translates into roughly 1.9 million oil changes.

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