As one year gives way to the next, it is natural to reflect on the time that has passed and plan for the time yet to come. For most of us, this happens in the form of New Year’s resolutions to lose weight or spend more time doing hobbies, but it is important for businesses to reflect on themselves too.
How did your gas station do in 2013? Did you grow as much as you expected? Did you experience any significant setbacks? Most importantly, what are your plans for making 2014 your best year ever? If you have not asked yourself these questions, now is the time to do it. You have the whole year ahead of you, and the plans and investments you make now will affect the success of your business for the next 11 months. These are a few of the things you should think about as you prepare to thrive in 2014.
Many gas stations do not spend enough time evaluating their product offerings. Certain things like gas, coffee and candy bars will never go away, but there are dozens, and even hundreds, of other things on your shelves that could be helping or hurting your business.
At the start of the new year, evaluate what is selling and what is not. Could you make more money selling fresh hot dogs than prepackaged sandwiches? Would your customers prefer it if you dedicated more space to fountain drinks and less space to cooler drinks? Rather than falling back on tradition, consider the effect that each and every product in your inventory has on your bottom line. Also, if you do choose to offer new products, do you have the signage you need to tell your customers about it?
Unless your gas station is in a particularly remote area, you probably face stiff competition, and may even be surrounded on all sides by gas stations that are very similar to yours. As you plan for the new year, it is important to take into account your current and potential future competition. If you are not prepared to fight for customers, they can easily choose to go elsewhere.
Try to objectively evaluate what your station does well, and what it does poorly. Do the same for the stations around you. Once you have this knowledge, identify ways to stand out from the competition. If your station is bigger, newer, friendlier or cheaper than the competition, find a way to accentuate these features. Makes sure that everyone passing by your station knows what sets you apart.
Too often, gas stations rely on the necessity of their services as their only form of marketing. This is always a mistake, no matter how big your station is or where it is located. Customers need to know where you are, what you do and why you are the best in the area. Signage is a proven way to communicate all of these messages directly, while being affordable, and with flexibly.
In today’s petro marketplace, LED signage is the preferred technology. Not only are LED lights bright, colorful and easy to see from a distance, they allow you to deliver a wide range of messages to customers. Marketing for gas stations is all about making an appeal at the point of sale, and LED signage allows you to make a vast range of appeals. Let your LED signs tell people about your new products. Put up a message that sets you apart from the other stations in the area. Or simply use the adaptability of LED signage to give your station some character.
Updated signage should be a key component of your business strategy in 2014. This one-time investment improves the look of your station, grabs the attention of customers and allows you to communicate a lot more information than just gas prices and soda specials. Start preparing now, and get ready to have a great 2014.
Image Source: commons.wikimedia.org/wiki/File:Union_76_Gas_Station.jpg
Original Source: http://blog.petroledsigns.com/led-sign-design/will-gas-station-thrive-2014