A Powerful Storytelling Lesson From A Gas Station

Can a gas station tell a story? Even at the pump? Every week most of us are at the gas pump filling up our vehicle. A boring but necessary task in the day. But have you paid attention…beyond putting the pump in your car and selecting how much per gallon is going out of your wallet? 

Is It Really Just A Gas Station?

I just dropped my daughter off at school and knew I needed gas before I commuted to the office. Most of the gas stations weren’t exactly on my way so I stopped at a gas station I prefer. Why do I prefer it? Well for many reasons. But until you take the time to stop and think about something you prefer and why, it doesn’t always sink in. This gas station has easy access to get in and out of. The gas pump lanes are wide and spacious. You don’t feel crammed in there or that you’ll be hitting the car in front of you. They have several lanes so you never have to wait. Inside the gas station it's again spacious. You don’t feel shoulder to shoulder with people or the snack sections. They even make their own fresh food instead of a cold sub or a microwaved burrito. This is all stuff I knew. But today it all clicked. They were telling a bigger story.

What Story Could A Gas Station Be Telling?

As you may have guessed by some of the descriptions, it’s Maverik- Adventures First Stop. They have been growing like crazy throughout Utah. In fact, sometimes you’ll see two of them right across the street from each other. What’s the secret to their success? How can they really sustain two stores right across the street from each other? Well, it’s simple. Story. They’ve done an exceptional job at telling a story and using that message to invite customers into a story. When you go to most gas stations, you’ll notice that they either have no video screen at the pump or a video screen playing something. Why do gas pumps need video screens? Well, they know the power of video and are trying to use ads to reach a captive audience. So what are they saying? Think back to the last gas station you went to. Did they have a video playing? Most likely it was playing some news talking head or even an entertainment show about the latest in Hollywood. How does it make you feel? If you’re anything like me, I’m usually on my way to somewhere I need to be and this is just a “task” that I have to get done. With gas prices still being higher than normal, every drip that goes in feels like my bank account is taking a major hit. On top of that, I see a video playing “content” that raises my blood pressure about how we might be in a recession or the sky is falling. It just makes matters worse. 

Don’t Leave Your Customer Empty. Tell a Story.

But Maverik is different. They seem to know all of this. When I was filling up gas, the video they were playing was all about being outside and on a fun adventure with people you care about. It gives you the opposite feeling of the other gas stations. It’s calming and inspiring. You can’t help but think of wanting to go plan an adventure this weekend with family and friends. All of this started adding up. The other stuff that I mentioned earlier that stood out to me served a purpose. They were telling a story and inviting you into it. The spacious gas lanes. Easy access. Food and drinks inside are all promoted and named towards adventure. I even went to their website (Do gas stations have websites? They sure do!) and it’s the same message. It all worked toward the same goal. Telling a story about “Adventures First Stop”. You need bigger gas lanes and more of them if you’re bringing in ATV’s and boats. You’re heading out on an adventure and need to fuel your own body. When you look at all of their marketing it’s telling the same story. A story that unlike other gas stations that leave you feeling empty from filling up your gas, they create a calming experience and one that inspires adventure and freedom. Everything you do is marketing. Every piece of marketing communicates something.

Every gas station is telling you a story. Is it a good one? Is it memorable? Do you leave feeling empty or full?