LP Gas, November 2009

Marketing Mix Well all miss the Energy Guys The performance of Propane Dan Warner and Electricity John Hemphill and the results were extraordinary The Energy Guys performed in eight television commercials four radio spots fi ve print ads and had countless appearances in collateral material Web sites billboards etc The campaign started in 2004 and the last television ads ran in July of this year It is estimated that more than 60 million was spent on this campaign and many millions of positive impressions of propane were created Awareness of propane reached almost 80 percent at the height of the campaign The advertising awards included Washington Addy six time award winner ITVA Peer Awards fi ve time winner Porter Novelli Global Grand Prix Top Global Campaign Telly Awards seven time winner DC Art Directors Awards fi vetime winner Platinum PR Award winner Many of these awards were national and international in scope and this was no small feat for an industry that had been sorely lacking in creative advertising Kate Caskin chief marketing offi cer at PERC commented The way the propane industry embraced this campaign was impressive and rewarding a great sense of pride took off throughout the industry The commercials and the messages truly resonated with consumers So where do we go from here PERC has been changing its approach to the marketplace gradually in recent years Consumer advertising expenditures this year are only about 25 percent of peak levels more attention has been given to an application based approach that takes advantage of the propane awareness and favorability that the consumer advertising program had created while driving gallons through new or improved applications Propane prices caught up with and passed electricity in most parts of the country so the Energy Guys rivalry was becoming a little awkward to handle in advertising Caskin addressed the future by saying Today given the restriction you could say we are writing a new script for propane and PERC Despite the setback theres a great sense of optimism given the major investment made in research and development and safety and training efforts over the years To see new energy effi cient appliances new applications for propane and quality safety and training programs introduced and welcomed by our customers is now a reality thanks to the propane industrys belief in its own vision and PERCs mission Its time to get off the Energy Guys horse and put it out to pasture We had a great ride and it was fun while it lasted While you are at it throw away that cardboard cutaway of Harry Morgan too LPG Tom Jaenicke is the owner of ATomiK Creative Solutions LLC a company that provides marketing education and business development consulting primarily to the propane industry He can be reached at 810 252 7855 or tgjaenicke@ aol com Continued from page 39 Propane prices caught up with Electricity in most of the U S How to get involved in propane engine fuel market Want to learn more about making engine fuel part of your marketing plan Here are a few suggestions Join the Propane Education Research Council PERC at 11 a m on the third Thursday of every month for a training webinar an online seminar combined with a conference call about engine fuel topics Go to www thirdthursday net to fi nd out more about upcoming training webinars in the Third Thursday series and browse the archives for recordings of earlier webinars Visit the engine fuel section of www propanecouncil org for an overview of the propane fueled vehicles and equipment on the market pickups vans buses forklifts commercial mowers aftermarket conversion kits and more Preview the media materials you can use to promote propane road shows in your area The customizable press release and media advisory sheet are available from the Propane Marketing and Resource Catalog the Propane MaRC at www propanemarc com registration required Join your peers for training on new and emerging propane engine fuel products at trade shows around the country For details about events and dates get in touch with Greg Zilberfarb a PERC partner at 703 779 4890 or greg@ thirdthursday net Get in touch with PERCs Brian Feehan brian feehan@ propanecouncil org or Jeremy Wishart jeremy wishart@ propanecouncil org to learn more about funding available for propane engine fuel projects from some state energy offices 40 LPGas November 2009 www LPGasmagazine com