Free fuel offers are new sales technique
By Laura Petrecca
USA Today
With the economy in the slow lane, a growing range of businesses are using free fuel to try to drive sales.
Among them is upscale Callaway Golf, with an "increase your driving distance" giveaway of gasoline cards up to $100 with the purchase of select drivers.
"The price of gas is a concern for everybody," said Callaway spokeswoman Michele Szynal. "If people are considering buying a non essential product like a golf club, this helps ease the guilt."
The promotions come as the pain at the pump is averaging almost $4 a gallon nationally.
Such less conventional tie-ins come as more directly fuel-dependent businesses — such as car sellers and tourist destinations — are using gasoline as a marketing tool.
Chrysler, for example, recently extended its "Let's Refuel America" promotion until July. It offers car buyers gas cards good for a fixed price of $2.99 per gallon for up to 12,000 miles a year for three years.
Among companies going for more marketing mileage from gas:
This is "an effective way to draw readers into the magazine while also addressing a real and timely concern," said publisher Bill Congdon.
The promotion began at 11 a.m., but "people lined up at some of the gas stations at 10 or 11 o'clock the night before," said spokesman Andrew Shane.
While gas is a popular come-on, another had more firepower for some car buyers. Max Motors, which has two car dealerships in Butler, Mo., has offered buyers a choice of a $250 gas card or $250 toward the purchase of a gun.
"We give them a certificate to take to the local gun dealer, and the gun dealer will bill us the first $250," said Walter Moore, a general manager at Max Motors.
