Jeep uses Organic analytics to inform its media choices

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					                                                                                                                                                PUBLIC
                                                                                               : Ricker Oil Company, the operator of
                                                                                               32 BP ampm combination convenience
                                                                                               stores and fuel stations in the Indianapolis
                                                                                               metropolitan area, has named Publicis India-
                                                                                               napolis as its advertising agency of record.
                                                                                                  Publicis Indianapolis will assist Ricker
                                                                                               with branding and marketing initiatives,
                                                                                               with a focus on local sponsorships and
                                                                                                                                                NOTICE
                                                                                                                                                CONSUMERBASE
                                                                                               mobile marketing.
                                                                                                  “The customer for these stores are




                                                                                                                                                $847
                                                                                               upwards of 35 years old and fairly evenly
                                                                                               split between male and female, which is
                                                                                               a prime audience for mobile marketing,”
                                                                                               said Tom Hirschauer, president and GM
                                                                                               at Publicis Indianapolis.
                                                                                                  Ricker Oil, a family-owned company
                                                                                               based in Anderson, IN, is interested in using
                                                                                               mobile marketing to generate traffic in its
                                                                                               stores, with several different applications




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                                                                                               as possibilities.
                                                                                                  With several different amateur, semi-pro
                                                                                               and professional teams based in the India-
                                                                                               napolis area, Publicis Indianapolis will be
                                                                                               working on developing sponsorship oppor-
                                                                                               tunities that work with mobile.




                                                                                                                                                STIMU-
                                                                                                  Another possible application is text
                                                                                               messaging to alert customers when gas
                                                                                               prices change. “Pushing someone at that
                                                                                               point could make a lot of sense,” said
                                                                                               Hirschauer.
                                                                                                  Finally, the agency is investigating
                                                                                               day-part marketing and sending mobile
                                                                                               coupons around breakfast, lunch and din-




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                                                                                               ner time for food items in the company’s
                                                                                               convenience stores.
                                                                                                  “We think mobile has some real appli-
                                                                                               cations” in the convenience store and gas
                                                                                               station arena, said Hirschauer.



                                                ROI models,” explained Kerho, VP of ana-
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DOCUMENT INFO
Description: ?Really, how this started was we wanted to provide [Jeep] with some really accurate ROI models,? explained Kerho, VP of analytics, media and optimization, Organic. ?Jeep had charged us with understanding their marketing investment and how it?s performing and ROI in the online space but also in the offline space at the end of the day, it?s all one budget, and marketers have to decide where their dollars are going to go.
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