Earlier this year, Circle K (then Topaz) made headline news byselling petrol for just 99c per litre. The queues were long and several sold out before lunch, creating a bit of a frenzy, which stations were able to replicate a few more times at later dates.
Paired alongside discounts on items inside the station, as well as giveaways like free car washes and lunch, the company created quite a bit of good buzz about its rebrand and reminded travellers that their stations are destinations with many offerings beyond petrol.
This, naturally, falls in line exactly with what many brick-and-mortar retailers are doing, but it’s one of the first times we’ve seen a petrol station reform its image as a more of a multi-purpose venue, versus just a stop off for fuel.
What’s arguably the most interesting, however, is that Circle K isn’t done rebranding. It aims to be a hub of activity, and to accomplish that, it’s moving to the pop up shop model. Soon, your next yoga class, or even hand-rolled ice cream treat, could be found within the petrol station’s walls. If you’re operating an SME or are involved in a non-profit organisation, your mind is likely already churning, and Popertee has a range of great spaces available with Circle K to choose from. Here are a few ideas to inspire you:
1) TEST YOUR FOOD CONCEPT AND ELIMINATE RISK
Food trucks and pop-up stalls allow chefs and entrepreneurs to test new food ideas along with new segments and geographical markets without the same level of risk. It allows them to assess their target market and review their strategy or expansion plans. Its also great for those starting out and allows food entrepreneurs to bring their product to market at a very low cost.
Pop-ups can also create brand awareness and attract investors who want to transform an idea into a full operation or another dining possibility – Circle K, with its broad range of customers passing through acts as the perfect platform for this.
2) DEVELOP A FOLLOWING, BUILD YOUR BRAND AWARENESS OR CREATE AN OFFLINE TOUCHPOINT
One of the beautiful things about petrol stations is that you automatically have footfall. People will always need petrol, and so by partnering with a known brand which receives a lot of traffic, more people will gain exposure to your brand.
If you are just starting out – it will help to build a following and so when you take the plunge on a more permanent space, you’ll already have a group of consumers who already know and love your brand. Already established brands will benefit in the same way from increased awareness and the added aspect of surprise! Who expects to find a cool up and coming brand popping in a Circle K site – standout is guaranteed.
As the retail landscape evolves and the move towards e-tail strengthens, the demand for offline touch points increases. High footfall and the broad range of Circle K customer segments makes it the perfect pop-up touchpoint.
3) BRAND ACTIVATION CAMPAIGNS
In May 2017, Cosmetic brand Benefit worked with experiential marketing agency The Persuaders to launch their first brow and beauty drive thru- GlastonBrow during their ‘United Kingdom of Benefit’ campaign! The pop up was decorated in their signature pink colour, festival fanatics were entertained with DJs while waiting.
Passers-by were able to receive the ultimate drive-thru experience – were given free Benefit goodies, brow waxes and festival essentials. Brands can take inspiration from this for their activation campaigns and pop up in a unique and refreshing Circle K drive thrus!
4) RUN EXPERIENTIAL MARKETING CAMPAIGNs
Kellogg’s use of cafes and storefronts in experiential marketing campaigns serve as great inspiration. The company has openedcereal cafes and shops that offer free treats for those willing topost to social media on their behalf. A similar concept could easily be run by any food brand in a Circle K site, ensuring a broader audience can take part due to the already present foot traffic.
5) HOLD FITNESS AND WELLNESS EVENTS
FlyFit did a pop up with us on the rooftop of the St Stephen’s green carpark, this was a great way to garner PR for the brand along with providing a new and exciting setting in which to hold a class. The great locations and spaces available, along with easy parking across Circle K sites would make this a perfect pop-up fitness location.
Volvo, which is obviously not a fitness company, has also used wellness tobring potential consumers into the fold. “Escape the City in your City” ran last summer in various locations throughout the UK. Visitors indulged in free 30-minute sessions of things like Swedish massage, meditation, yoga, art classes, and guided run clubs.
Ready to Pop Up?
Popertee has just the thing! We have a range of pop-up spaces suitable (both in-store and on the forecourt) for both traders and brand activations across the top Circle K sites in Ireland. Why not contact us to find out more and see if this new and refreshing setting is something your brand could benefit from.
Created on date: 01/10/2018
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