Campaign for a New American Fuel: Examples and Strategies
Many Clean Cities coordinators have partnered with flexible fuel vehicle (FFV) dealers and E85 retailers on successful sales campaigns. This page lists campaign details and strategies.
FFV Campaign and Incentive Package Examples
FFV Dealer Sales Contest
Coalition: Twin Cities
Coordinator: Tim Gerlach
Incentive Package Description: This three-month contest included 12 dealerships throughout Minnesota. The goals: selling more FFVs, providing E85 information to the customers (especially those who purchased FFVs), and increasing use of E85 indicators in advertising. Dealerships were required to badge their FFVs with E85 hang tags and submit information sheets to the coalition each time they sold a qualifying vehicle.
- The top FFV salesperson at each dealership each month won a $100 prize.
- The top-three FFV salespersons at the end of the three-month contest won trips.
- The sales manager at each dealership received $50 per month for successfully running and participating in the program.
Funded by: Minnesota E85 Team (campaign cost around $6,000)
Results:
- Sixty-seven FFVs were sold during the contest.
- One dealership in southern Minnesota added E85 to its fuel site.
- One General Motors (GM) dealership plans to install an E85 dispenser to fuel its FFVs. The site will be available to the dealership across the street and the general public.
- The coalition is seeing an increase in Minnesota dealerships using the E85 logo and "E85-compatible" indicators in their newspaper advertising.
- Contest garnered media attention and resulted in dealer workshops.
Leasing Package with $500 E85 Debit Card
Coalition: Twin Cities
Coordinator: Tim Gerlach
Incentive Package Description: Reduced lease price on seven specific FFV models for members of the Minnesota Corn Growers Association and AgStar Financial Services. Anyone may become eligible by joining the Minnesota Corn Growers with a three-year/$200 sign up. A debit card worth $500 in free E85 provided. A free one-year membership in National Ethanol Vehicle Coalition (NEVC) is included.
Funded by: AgStar Financial Services, Minnesota Corn Growers Association, and Minnesota E85 Team.
Results: Campaign went from February 1-April 15, 2006.
Hang Tags and Purchase Card for Free E85
Coalition: Colorado Springs
Coordinator: Teri Ulrich
Incentive Package Description: This package featured a mirror hanger proclaiming, "This car runs on E85," and a purchase card offering a free tank of E85 purchasers of new FFVs.
Funded by: Acorn Petroleum Distribution Company
Information Campaign Including E85 Coupons
Coalition: Palmetto State
Coordinator: Wendy Bell
Incentive Package Description: Coalition partnered with Atlanta GM representative and presented on FFVs at large regional dealer association meeting. Dealership owners committed to the campaign. The coalition, working with the NEVC, created "glove box folders" for all the FFVs on the lot. The folders contained information on E85 and coupons from local E85 stations (Champion and others).
Funded by: Materials costs provided by dealerships and coalition; fueling coupons provided by refueling stations.
Results: FFV dealers are enthusiastic; some that weren't initially involved in campaign are calling refueling stations and asking about coupons. GM is providing sales staff training; GM involvement through its local representative is key to providing CC with entré¥ into dealerships and association meetings.
E85 Retailer Campaign and Incentive Package Examples
Discounted E85 Promotion and Press Event
E85 Project Leader: Dan Schwartzkapf
Incentive Package Description: Day-long promotion to sell E85 $.85/gallon at a local retailer. Pre-event advertising included a list of all cars that run on E85. Flyers listing FFVs were passed out at the station for customers unaware they were driving FFVs.
Funded by: Wyoming Ethanol
Results: 10,000 gallons of E85 sold at the station in one day.
Map and Coupon Distribution
Coalition: Middle Tennessee
Coordinator: Dave Pelton
Incentive Package Description: Distribute flyers containing map to local E85 station and $.10/gallon discount coupon. Coupons included expiration date and could be copied. Flyers were distributed at major events (primarily Advancing the Choice events and Earth Day).
Cost: $100-$150/week for the two to three weeks following an event
Funded by: Middle Tennessee Coalition
Results: One thousand to 1,500 coupons redeemed in weeks immediately following distribution at events; 300 to 400 redeemed at other times.
Free E85 with Purchase of Vehicle
Coalition: Colorado Springs
Coordinator: Terri Ulrich
Incentive Package Description: Coupons placed in newly purchased FFVs offered discounts on an owner's first five tanks of E85. E85 was available at a refueling station close to the vehicle dealership that participated.
Funded by: Acorn Petroleum Distribution Company
Results: Not much activity, but 2004 campaign.
Direct Mail Coupons
Coalition: Baltimore
E85 Project Leader: Jill Hamilton
Incentive Package Description: Direct-mail campaign to 2,200 FFV owners. Coupons offered $5 off a 10-gallon or more purchase of E85 at a local refueling station.
Funded by: Maryland Grain Producers
Results: Few coupons were redeemed initially, but coupon use increased dramatically when gasoline prices increased.
Refueling Station Owner Training
Coalition: Central Indiana
Coordinator: Kellie Walsh
Package Description: This series of workshops held across the state had experienced E85 retailers talk to potential E85 retailers about benefits of E85 and the logistics of installing E85 infrastructure.
Funded by: Indiana Office of Energy and Defense Development