RedMedia / Digital Brand Marketing / Buzz Marketing / Internet Marketing

On May 12, 2009, In a stockholders meeting, Petron Corporation announced that it will embark on an aggressive retail network expansion program to bring the company’s first-rate fuel products and quality services closer to Filipino motorists.  Petron already has 1,300 service stations nationwide but it plans to expand another 200 retail stations within a 12 month period.

“We intend to pursue this expansion program to further enhance customer convenience and bring the Petron brand closer to Filipinos.  This is also in line with our strategic initiative to strengthen the company’s core business and ensure our market dominance over the long-term,” Petron Chairman and CEO Ramon S. Ang said.

Part of the plan is set to pursue a vigorous program to launch the Bulilit Station concept – a small, stand-alone facility composed of one to three product pumps.

The Bulilit Station can easily be built on small lots and be integrated with existing sites such as provincial marketplaces, transport terminals, even highway bus stops across the country especially in rural areas.

This program aims to further improve customer convenience and bring world class fuels and products closer to Filipino consumers.

“We are seeing a strong potential in the concept of the Bulilit Station to supply underserved areas with our products and services. This is also aligned with our strategic initiative to ensure our market dominance over the long-term,” VP for Consumer Marketing Ramon V. Del Rosario said.

“The concept is pre-fabricated models that can start with one to three product pumps but easily expandable as demand grows,” Mr. Del Rosario explained.

The Bulilit Station can also serve as outlets for Petron’s well-known lubricant brands like Ultron and Rev-X, and Gasul.

With the cost of traditional media soaring, Redmedia has proposed to Petron Corporation to use On-Line Ads to help market and sell the Bulilit Station concept and prove that the Internet is a cost effective media that can help support the Bulilit Station marketing campaign.

Using our Internet Media site property – Inboundpass – as a platform to launch the On Line Ad campaign due to its high traffic statistics and huge college basketball fan base, Redmedia developed three essential elements to capture parties or individuals interested in acquiring a Bulilit Station and these are: a Bulilit Station Banner Ad patterned after the print ad that distributed among the major dailies, an inquiry site page, and a message delivery engine that parties or individuals can register their contact details with an easy to answer requirement checklist.

As the maiden sponsor of the site, Petron with its Bulilit Station initiative, launched an on -line campaign on Inboundpass was launched on August 23, 2009, since then the  banner Ad has been seen over 420,000 times with a cost per lead of PhP 500.00 and still getting lower.

With an average cost of Php 43,000 per insert of a full color ad in a major publication with X number of thousands or millions in circulation, a typical print campaign will cost around Php 270,000 per month PER major daily. But you got three major dailies.  So the cost per campaign in print media will cost around half a million to run just to get below the average cost per lead of Php 4,000.

The mean time to inquiry is longer in a print ad than an on-line ad.  Once the potential investor spots the on-line ad, they can instantly input their contact details and answer some key questions if the minimum requirements to owning a Bulilit Station can be met.  In a print ad, none of this infrastructure is present so the amount of time to know the potential investor’s interest in the project can be seen nor detected.

This is a very clear evidence that On-Line ads are here.  It’s about time that companies must take advantage of the New Media.