The company hopes to expand the sales team focusing on a much wider segment to target the best retailers in every market
With plans to increase print, digital, social and broadcast marketing and advertising in 2018, Motiva has decided to double its 76 sales force. Motiva intends to expand its supply and support of 76 branded fuel service stations by 250 annually, as the momentum of the company’s aggressive growth strategy for the 76 brand strengthens.
Eric Lockwood, Motiva general manager of business operations responsible for 76 branded sales, said “Motiva was extremely successful at marketing the 76 brand in 2017. Together with our wholesalers, we introduced the 76 brand to new markets through numerous local events and sponsorships and initiated a targeted social marketing campaign to drive consumers to 76 branded fuel service stations in our licensed geography. By expanding our sales team in 2018, we can focus on a much wider segment of our geography, targeting the best wholesalers in every market to further support penetration of the 76 brand.”
Motiva concentrated its 76 brand marketing efforts and wholesaler engagements in 2017, in three key markets – Texas, the Greater New York region and Georgia. Motiva will be enabled by the additional sales support announced recently, to engage wholesalers across its entire licensed geography, including all 26 gulf and east coast states and Washington D.C.
“The 76 brand has been a great addition to our portfolio and will be a priority brand for us as we expand our network. Given the strong site performance after branding our first 16 fuel service stations in southwest Texas, we’ve recently signed an agreement in Houston that will increase our 76 site count considerably,” said Barry Bierenbaum, chairman of Mountain Express Oil Company.
Manny Payan, Motiva’s newest 76 business development manager, said that after conversations with wholesalers throughout her geography, it has become obvious just how much of an appetite there is for a new branding option for their sites. “I’m looking forward to reaching out to my contacts to demonstrate the market advantages and Motiva’s unique marketing approach of the 76 brand.” PWKD08022018