Ricker Oil chooses Publicis as ad AOR

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Ricker Oil Company, the operator of 32 BP ampm combination convenience stores and fuel stations in the Indianapolis metropolitan area, has named Publicis India­napolis as its advertising agency of record.

Publicis Indianapolis will assist Ricker with branding and marketing initiatives, with a focus on local sponsorships and mobile marketing.

“The customer for these stores are upwards of 35 years old and fairly evenly split between male and female, which is a prime audience for mobile marketing,” said Tom Hirschauer, president and GM at Publicis Indianapolis.

Ricker Oil, a family-owned company based in Anderson, IN, is interested in using mobile marketing to generate traffic in its stores, with several different applications as possibilities.

With several different amateur, semi-pro and professional teams based in the India­napolis area, Publicis Indianapolis will be working on developing sponsorship oppor­tunities that work with mobile.

Another possible application is text messaging to alert customers when gas prices change. “Pushing someone at that point could make a lot of sense,” said Hirschauer.

Finally, the agency is investigating day-part marketing and sending mobile coupons around breakfast, lunch and din­ner time for food items in the company's convenience stores.

“We think mobile has some real appli­cations” in the convenience store and gas station arena, said Hirschauer.

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