Customers Get Hooked on a Feeling


Customers who are familiar with the Sheetz brand, know that when they shop at Sheetz, they can expect delicious, restaurant-quality food and second-to-none customer service. We’re trying to send that message now to new


customers through our Feel the Love advertis- ing campaign, first launched last summer in North Carolina. Since this was a new market for us, we needed to help customers learn more about our offer. The Feel the Love platform finds its roots in TCF


(Total Customer Focus) and the devotion we hold for our customers. We realize that customers may not know what “TCF” means, but they should feel it when


they walk in our store, order our food and coffee and interact with you at the counter. They should Feel the Love. When we began our 2010 fiscal year in October,


we announced how successful the Feel the Love campaign had been. During our period of heavy campaigning last year, when M•T•O® sales were up 4.8 percent corporately, they were up 24 percent in North Carolina! That showed us how powerful advertising through a full marketing effort, creating awareness and driving trial could be. So we decided to continue our work with Feel the Love in 2010, and we’re targeting both North Carolina and Ohio this time.


So why did we decide to take the Feel


the Love advertising campaign to Ohio? In markets where we are well estab-


Summer Lovin’


the summer too, as a way to show our love. We had a nice presense at the Toby Keith concert in July in North Carolina. This month we are sponsoring the lawn party at Live Nation


for the Creed concert, and in September, we’ll be a sponsor at the Kings of Leon concert. Race fans felt the Sheetz love at the Bowman Gray stadium, NASCAR’s first and


longest running weekly track, located in Winston-Salem, NC. You may have seen this track featured on History channel’s Madhouse. On average, 17,000 spectators visit the track every Saturday night, and Sheetz was visible to these potential customers through our sponsorship of the July 24th event.


Play ball! Sheetz


is also making a big appearance at a number of baseball games throughout North Carolina. We’ll hold contests at the games and give away prizes and Sheetz coupons to help customers feel the Sheetz love and learn about our loyalty program. Sheetz will be visible on the fields of the Durham Bulls, Carolina Mudcats and Greensboro Grasshoppers throughout the baseball season.


lished, like Altoona/Johnstown/Pittsburgh, customers get it. They trust Sheetz. They’ve grown up with Sheetz. They know all about the products we sell and the devotion we have to their satisfaction, and they love us. The farther away you get from our home


A new television commercial is airing, and billboards have popped up all over highly traveled roads in North Carolina and Ohio. The actor who appeared in our commercials last year has returned to play a scene in a sequel to the original Feel the Love commercial and a special spot promoting our loyalty card, the MySheetz Card, that will air in September. Sheetz is sponsoring a number of events over


base the less that relationship is developed. Sure, just by looking at the outside of our stores, it’s easy to see that we sell fuel. But some customers have no idea that we sell delicious food and drinks inside. And even if they did know we sold food, why would they believe they could get “good, restaurant-qual- ity” food at a convenience store? They don’t have the same, strong bond our neighbors in more established markets have. “Ohio is an emerging market for Sheetz, and we have a great opportunity, through


the Feel the Love platform, to create a point of differentiation,” said Director of


Brand Development Fred McConnell. “In addition, the Feel the Love platform is a great way to communicate the loyalty program to customers both in North Carolina and Ohio as


yet another way to ‘Feel the Love.’” The fact is, anyone can construct nice


buildings—even sell made-to-order food and specialty drinks. Anyone can operate 24/7. But not anyone can be Sheetz! Our devotion to Total Customer Focus is what sets us apart from the competition. As an employee, if you Feel the Love for Sheetz (and for your customers), it’s contagious. Your coworkers will pick up on it, and your customers will pick up on it. Then they’ll want to come back for more. Better than that, they’ll tell their friends and families about this wonderful place they discov- ered, called Sheetz. And it grows from there.


Family Matters AUGUST


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