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Intern Project 2016
Transcript of Intern Project 2016
Marketing to Millennials:
July 29th, 2016
Who are Millennials?
Millennial Gas Customers
Gas Customer Recommendations
1. Broaden foodservice and snacking
2. Offer made-to-order options
3. Highlight social responsibility
4. Alter social media
5. Create "mobile fueling milestones"
Broaden Food Service and Snacking Options
PFJ Travel Centers
-Health and Wellness
In-store Internship Program
Incentives for Team Members to spread the word
Certifications in Action
Sales Support Center (SSC)
What is gamification?
Does it work?
Food Service Status
General Food & Drink Opportunities
Beverage Happy Hour
Facebook & Twitter Update
Recommendations Facebook and Twitter
New Social Media
Snapchat: 55% of college students have it; only 20% of late 20s have it
Snapchat geofilters within stores (Wawa)
Post Snapchat stories- employees
Pop culture references
Reference social responsibility
Look to create "millennial image"
Convenience Store News
, May 2016
Convenience Store News Guide to Snacking
, May 2016
More "high quality options"
, marketforce.com, March 2016
Importance of Social Media for Millennials
Mobile Fueling Milestones is a potential loyalty enhancement that encourages frequent use of mobile fueling by gas customers on the myPilot app
What is it?
Keeps loyal members continuously working towards earning a reward
Instills "urgency" to gain rewards (resets monthly)
Encourages frequent use
Caters to all traveling occasions of gas customer
Mitigates issue of desensitized fueling process
Bonus reward for guests fueling 7+ times in a month
If a customer fuels up (at least 7 gallons) four times a month for 12 consecutive months, they will receive an additional bonus reward
Importance of Social Responsibility
What can we tell now about PFJ's social responsibility?
Add "Social Responsibility" tab to website
-Increase post frequency
-Proliferate PFJ image
Team Member knowledge base
4x mobile fueling in a month
7x mobile fueling in a month
12 months in a row
Rate of 1.7 million new cases per year
Gas customer fuels (7 gallon minimum) four times in a calendar month
If done, a guest will choose between three loyalty rewards per month
Mobile Fueling Rewards
81% of Millennials expect companies to make a commitment to good corporate citizenship
From social media, our website, and other posts...
As workers, millennials...
Tend to be self-driven
Want to do meaningful work
Enjoy working in teams
Appreciate work-related recognition
Learn best from positive reinforcement
Want to be treated as people, not numbers
Can adapt well to change
Like new technology in the workplace
As individuals, millennials...
Are dependent on technology
Can be impatient
Prefer instant gratification
Are skilled multitaskers
Enjoy friendly competition
Like to feel unique
Tend to be optimistic
Follow the latest trends
Want to stay socially connected
Value freedom and independence
Care about their health and fitness
As customers, millennials...
Connect with companies through social media
Love mobile engagement
Tend to be price-sensitive and frugal
Appreciate health-conscious products
Are loyal to particular brands
Trust online reviews and information
Respect companies that respond to feedback
Want to feel valued and important
1. Prizes from specific achievements
3. Periodic leaderboard prizes
2. Reward store for spending Pilot Points
Points-based leaderboard (both lifetime points and monthly points)
Varied Pilot Points awarded for each achievement earned
Individual guest profiles keep cumulative sum of Pilot Points
Pilot Points and Leaderboard
Speed of Service
The average fuel event is currently 24 minutes
Highlight Social Responsibility
Alter Social Media
Diesel "Quick Lanes"
Install one "Quick Lane" sign on canopy
Choose the lane closest to the store
Erase the pull forward line
Stencil "Quick Lane 10 min max" on ground
Mobile Fueling Milestones
"Quick Lane" sign:
$1000 per store
Across 5 stores:
1. Travel cost of installation crew
2. Decreasing inside sales
YTD $19.47 per truck
Incentives for drivers to fuel quickly
Do not reset over time
Reset each month
Cater to different types of guests
Pseudo-randomly selected from a pool of options
88% of millennials get news from social media
Categories receiving 0% of PFJ posts: philanthropy, mobile app, loyalty, etc.
: iop.harvard.edu, May 2016
Consult millennial Team Members
-What is trending?
-Are we effective?
Team Member recruitment/retention
Millennial Professional Drivers
C-Store Foodservice Purchased vs. Satisfied
The top five most purchased C-store foodservice retailers ALL have made-to-order options
Lessens food waste
Allows customers more meal options
Caters to all types of guests
15% more sandwiches on menus from last year
29.1 million diabetics
Many options to handle rewards:
Forbes.com, May 2015
Start trial run with 5 DSC stores
Estimated 3 extra trucks per lane each day
Payback period: 17 days
Why it Matters
Willing to pay more for organics / natural, ethnic, and specialty foods -Forbes
Wawa and Sheetz have over 100 unique MTO food service options
Convenience Store Decisions
, July 2016
PFJ has 64
50% of Wawa's revenue comes from MTO food service sales
5.4% increase in deli sales from 2015
Provide option to give loyalty rewards to charity
Promote social responsibility on social media
5/6 of U.S. millennials connect with companies over social media
U.S. millennials yield about $1.3 trillion in annual purchasing power (BCG, 2016)
1. One free fountain drink
2. One free coffee
3. A rotating "reward of the month"