ValuPump Launches Gas Pump Ad Network Testing on-dispenser "take-one" coupon dispenser targeting small businesses
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RICHMOND, Va. -- ValuPump has launched a "take-one" gasoline-dispenser advertising network in the United States. The company has chosen Richmond, Va., as a test market for its coupon dispenser, but plans to expand the concept throughout the country.
ValuPump signs leases with local gas station operators that allow the company to install its "take-one" coupon dispenser at each fueling position. The company estimates that 10,000 people pump gasoline at the average gas station each month. Local advertisers are betting that putting their message in front of this large pool of local customers for 3-5 minutes will increase their sales.
"Our competitors are putting TV screens on gas pumps in major metropolitan markets because they know the value of reaching a captive audience. They're having tremendous success selling commercials to national advertisers, but they completely ignore small businesses—the backbone of our economy," said ValuPump CEO Michael Mason.
"In our initial testing of this concept, we saw a phenomenal response rate because people could take the ad with them if they were interested in the offer. I believe more local business owners are going to abandon other, more-expensive advertising when they see how well this works," Mason added.
The Richmond, Va.-based company will install the first dispensers on gas pumps in the West End of Richmond on Jan. 1, 2010, it said.
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"In our initial testing of this concept, we saw a phenomenal response rate because people could take the ad with them if they were interested in the offer. I believe more local business owners are going to abandon other, more-expensive advertising when they see how well this works," Mason added.