When you see E15 at the dispenser or hear of the term, what do you think of? Over the past several years, Growth Energy has completed more than 6,000 consumer surveys to answer that question. The goal of the research was to determine what name consumers wanted when purchasing E15.
The consumer has spoken. The results concluded that when E15 is marketed at the pump, consumers want to see a name similar to other gasoline grades, such as Regular 88 or Unleaded 88. Filling up at the pump isn’t something that consumers want to think about; they want the process to be as effortless as possible. Consumers have stated they are willing to purchase E15 when it is marketed as Unleaded88 or Regular88.
Crafting the consumer message to convey the benefits are important. Consumers want a fuel that ultimately is good for their vehicle and is better for the environment.
By highlighting Unleaded 88’s cleaner burning attributes, consumers interpret it as smart for their engines and a fuel that is a little better for the air we breathe. By communicating to consumers that Unleaded 88 is cleaner burning, it positions the fuel as engine smart and earth-kind.
Because consumers are willing to readily accept E15, retailers who offer the product are gaining a competitive advantage. The E15 movement continues to expand its footprint, with 1,800 sites selling E15 in 31 states. Those retailers offering the product include 12 out of the top 20 largest retailers like Casey’s General Stores, Sheetz, Cumberland Farms, Family Express, Kum & Go, Kwik Trip, Minnoco, Murphy USA, Protec Fuel, QuikTrip, Rutter’s and Racetrac.
To help retailers take full advantage of resources, Growth Energy has a dedicated hub for marketing Unleaded 88, full with brand guidelines and consumer resources.
Retailers who have applied these marketing techniques are reaping the rewards. If you’re interested in joining the leading retail innovators and succeeding with E15, please contact Growth Energy’s Vice President of Market Development Mike O’Brien.