ND1209117

Title: Cenex Launches Holiday Program

Description: The campaign is designed to build retailer business.

Page Content:

ST. PAUL, Minn. ? Cenex is ending the year with a strong, all-inclusive holiday marketing push. ?To help Cenex retailers capitalize on the 2011 gift card season, CHS has launched a comprehensive holiday campaign including corporate media placement, merchandising kits for retailers and sales training for front-line employees,? said Kayte Haaland, brand and marketing manager for CHS Refined Fuels, in a press release.

?Our marketing strategy is always twofold: Make it appealing to consumers and easy for our retail partners,? said Haaland. ?Research shows occasion-based gift cards help drive purchase decisions; as a result, a new campaign is introduced seasonally. To make it easy for busy retailers to implement the latest campaign, they receive complete merchandising kits with campaign guides in advance of a corporate media campaign launch.?

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The media plan for the holiday season includes print ads, radio spots, direct mail, online advertising, email marketing, and consumer sales promotions. Additionally, there are bonus advertising incentives for Cenex retailers who deploy local marketing.

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?Our goal is to provide retail partners with everything they need to leverage and benefit from the campaign. For example, based on customer feedback, this year we developed online training to teach c-store employees how to maximize sales of Cenex gift cards through suggestive selling, merchandising techniques and more,? said Haaland.

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As a result of aggressive marketing and retailer engagement, gift card numbers have increased every year since Cenex gift cards were introduced nearly a decade ago, both in sales and transaction counts. ?We?re on track for another record year. Our challenge now is to keep up the momentum,? said Haaland.

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Content Subject: Marketing/Merchandising

Formatted Article Date: December 9, 2011

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