1. Compe&&ve
Framework
Consumer-­‐Centered
Brand
Focus
Product
Focus
Store-­‐Centered

2. • Most
highly
recognized
convenience
store
brand
• Recent
Adver&sing
– Product
Focused:
“Slurpee
Day”
Dance
Commercial
– Lunch/Product
Focused:
Paintball
and
LARP
Commercials
• “S&ck
to
Lunch”
and
“Oh
Thank
Heaven”
– Print
Adver&sing:
Consists
of
Sponsorship,
mainly
on
the
Big
Gulp
• 7-­‐Eleven
App
– Used
to
feature
specific/exclusive
products
and
deal;
Allowing
consumers
to
search
for
their
nearest
7-­‐Eleven
7-­‐Eleven

3. • Almost
ever
post
is
about
a
product
sold
in
7-­‐Eleven
stores;
NOTE:
not
always
their
own
brand
7-­‐Eleven
Social
Media
TwiTer
Facebook

4. 7-­‐Eleven
Website
7-­‐Eleven
Exclusive
Gatorade
Flavor
Promo&on
as
Soon
as
You
Enter
the
Website

5. • Print
Adver&sing
and
Billboard
focus
on
one
featured
product:
POLAR
POP/THURSTBURSTER
– 79
Cents,
Any
Size,
Unlimited
Flavors
• TV
and
Radio
focuses
on
the
convenience
to
the
customer
and
fresh,
quick
food
Circle
K
offers
– Hot
Dog
Spot;
Coffee
and
Pastries
Spot;
Coffee
Spot
– Humor
Spot
from
the
Past:
Shirtless,
“Great
Coffee”
• Big
on
Auto
Racing
Sponsorship:
IndyCar
and
NHRA
• Social
Media
– All
about
the
Polar
Pop
and
ThurstBurster
– Interes&ng
ways
to
use
the
cup:
PoTed
Plant,
Video
Game
Character,
Olympian
– Some
posts
about
products
in
store,
mostly
about
their
own
brand
of
premium
coffee
Circle
K

6. Circle
K
Screenshots
Facebook
Page
Billboards

7. Circle
K
Screenshots
TwiTer
Page
Circle
K
Racing
TwiTer

8. • A
more
product-­‐focused
convenience
store
– Print
features
their
doughnuts
and
coffee
– TV
Spots
features
their
coffee
and
quick
breakfast;
Always
ends
with
a
product
deal
• Fresh
Daily
Spot;
That
Guy
Spot;
Snoozer
Spot;
TV
Spot
on
how
quickly
you
can
get
the
things
you
need
here
• Sponsorships
with
the
N.
Midwest
Sports
Franchises
and
Players
– Wild
(Ryan
Suter),
Vikings
(Jared
Allen),
Packers
(Green
Bay
Na&on)
and
the
Brewers
(Team
and
Ryan
Braun)
• Social
Media
– Featured
posts
about
the
products
available
at
stores
– More
interac&ve
with
users
than
other
store
accounts
I
looked
at
KwikTrip

9. Kwik
Trip
Billboards

10. Kwik
Trip
Social
Media
TwiTer
Facebook

11. • Probably
the
most
brand-­‐oriented
of
the
convenience
stores
I
looked
at;
a
thank
you
to
drivers
– Na&on’s
Largest
Gas
Retailer
– Their
printed
ads
and
billboards
focus
on
how
they
support
the
truckers
and
how
much
they
do
for
the
country
– They
are
currently
under
inves&ga&on
for
defrauding
on
business
rebates
• Commercials
have
been
placed
on
hold;
most
PR
and
Marke&ng
references
what
they’ve
done
to
accommodate
the
fraud
vic&ms
– S&ll
sponsors
the
#7
car
in
the
NASCAR
Sprint
Cup
Series
– #RoadWarriors
Social
Media
Campaign/Feature
Series
Pilot
and
Flying
J

12. Pilot/Flying
J
Drivers
Billboard
TwiTer:
#RoadWarriors
Website
Homepage

13. Pilot/Flying
J
Michael
AnneT
Sponsorship
Facebook
Page
–
Products
and
#RoadWarriors
Series

14. • 50th
Anniversary
Celebra&on:
PR
Push
– All
Adver&sing
and
Social
Media
focusing
on
50th
Anniversary
and
“special”
product
prices
for
the
celebra&on
– Print
and
Billboards
promote
meal
deals;
the
promo&ons
similar
to
a
restaurant’s
– Radio
and
past
TV
try
to
make
Wawa
more
of
a
grocery
store,
like
a
smaller
Kroger
• Social
Media
– Promotes
their
own
brand
of
products;
Facebook
especially
promotes
the
deals
on
those
products
– YouTube:
Videos
emphasize
their
community
rela&ons
and
promo&ng
their
“brand”
Wawa

15. Wawa
Website
Homepage
Wawa
Billboards

16. Wawa
Social
Media
Wawa
TwiTer
Wawa
Facebook

17. • More
of
a
product
focused
convenience
store,
reminding
you
how
quick
you
can
get
what
you
want
• Laredo
Taco
Company
– Ads
focus
on
the
fresh
products
that
are
made
right
in
front
of
them,
similar
to
Chipotle
and
Qdoba:
Link
– Both
the
Taco
Company
and
Stripes
are
adver&sed
under
the
same
umbrella;
joint
adver&sing:
Link
– Tacos
and
Big
Fountain
Drinks
• Social
Media
– Encourage
more
interac&on
with
customers
than
most
of
the
other
convenience
stores
Stripes

18. Stripes
Stripes
Print
Ads
Stripes
Billboards

19. Stripes
Social
Media
<-­‐
Stripes
Facebook
Stripes
TwiTer
-­‐>

20. • “Get
Pumped!”
campaign
theme
– Combina&on
of
Humor
and
Product/Service
Promo&on
– Promo&ng
their
Fresh
Food
products
(1
and
2),
Rewards
Program
and
Rickers
Pop
– Their
print
ads
con&nue
to
build
on
the
humor
theme;
They
are
trying
to
get
you
excited
about
going
to
Ricker’s,
saying
why
aren’t
you
doing
this
right
now?
• Sponsorships
– The
official
convenience
store
of
the
Indiana
Pacers
– The
official
coffee
of
the
Bob
and
Tom
Show
– Social
Media
reflect
on
these
sponsorships:
Retwee&ng
Pacers
news
and
scores
and
Bob
and
Tom
tweets
• Social
Media
– Tweets
on
new
products,
focused
more
on
the
Ricker’s
brand,
Indianapolis
Community
Ricker’s

21. Ricker’s
Ricker’s
Facebook
Ricker’s
Home
Page

22. Ricker’s
Ricker’s
Clown
Mascot?
-­‐>
Ricker’s
TwiTer

23. • “Famous
for
Pizza”
• Their
commercial
emphasize
that
they
care
about
the
things
that
you
(consumer)
do
too;
Hard
Work,
Family
and
Pride/Respect,
Spot
Encompassing
All
Aspects
– Very
Mid-­‐Western
and
“Down
Home”
feel
• All
commercials
end
back
with
promo&ng
their
feature
product,
their
pizza
• Hometown,
Homemade
– Campaigns
like:
Famous
Hometown
People,
You’re
Home
Away
from
Home
– Love
of
Football:
“Famous
Plays”
Link
• Social
Media
focuses
on
interac&on
with
the
consumers,
especially
on
TwiTer
Casey’s
General
Stores

24. Casey’s
Casey’s
Facebook
Casey’s
TwiTer
-­‐>

25. • Made
to
Order
campaign,
“MTO”
– Just
Released
Humor
Ad
Series:
“Feel
the
Love”
• Full
of
ridiculous
and
random
comments
about
how
great
the
food
is
compared
to
opposites,
tastes
and
doing
no
wrong…
– Ad
Series
promo&ng
their
“new”
Made-­‐To-­‐Order
system
• Ye&
and
Mom’s
House;
“It
doesn’t
look
like
a
restaurant”
• Print
and
Billboards
focus
on
products
and
specials
• Social
Media
– Clearly
targe&ng
consumers
age
20-­‐lower
30’s;
Trying
to
aTract
aTen&on
for
the
brand
through
memes,
90s
pop
culture
references
and
interac&ng
with
the
consumer
– Xbox
One
Contest,
MMA
Sponsorships,
etc…
Sheetz

26. Sheetz
Sheetz
HomePage
Sheetz
Print
and
Billboards
-­‐>

27. Sheetz
Social
Media
Sheetz
TwiTer
Sheetz
Facebook-­‐>