Problem:
Gumout, a division of Pennzoil, needed a simple header card that would enable consumers to quickly differentiate between various gas additive products based upon the type of problems either experienced or perceived.
Opportunity:
Gumout wanted a header card that would:
1) occupy no more than 1½ linear feet by eight inches in height
2) present the information in a simple, easy to read format, and
3) incorporate pictures of at least three products that were to be featured in order to influence consumer choice.
Solution:
Automotive In-Store Marketing created a header card that:
1) pointed the consumer to a selection of typical problems that consumers might experience with their vehicles,
2) offered a range of simple solutions, that narrowed the choices towards the targeted products, and
3) conveyed a brand building message entitled “Pour in the Gumout, Pour on the Power!”
Result:
The header cards were manufactured and distributed widely throughout the automotive aftermarket. Retail stores cooperated by placing the header cards prominently within the performance chemical section. Gumout experienced a noticeable sales increase in the products featured in the header card.
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