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Higher gas prices fuel relief offers
(Tampa Tribune (FL) (KRT) Via Thomson Dialog NewsEdge) May 31--TAMPA -- Pump prices have risen enough that some are dangling the incentive of free or low-priced gasoline as a marketing tool to sell other stuff.
One obvious promotion has involved new cars. Others have included local television and radio stations trying to boost ratings. Elsewhere, there's even an offer of free fill-ups for a year if you plunk down $419,900 for a three-bedroom, two-bath home in Shrewsbury, Mass., says the ReMax agent listing the home.
"Gas obviously has been a huge topic for several months," said Matthew Rogerson, a system administrator who handles marketing for Kuhn Honda and Volkswagen at 3900 W. Kennedy Blvd. in Tampa. It just made a lot of sense to entice people to buy cars by offering free gas, he said.
Kuhn started the program in March. With every new or used car purchased, a customer gets 100 to 500 gallons of gasoline, depending on the vehicle model, Rogerson said.
The program ends today. Kuhn is considering another gas giveaway -- possibly for as long as you drive a leased vehicle, Rogerson said.
Bob Linger, vice president and general manager at WTVT, Channel 13, in Tampa said his station is using its gasoline give-away to build relationships with viewers. Obviously, the local Fox affiliate wants people to watch its programming, but the idea cropped up at the station as a way to offer Tampa Bay area drivers some relief from high prices, Linger said.
"At a time when family budgets are being stretched, this is a pretty good idea," he said. "Anytime you're in the business of developing a one-to-one relationship, what you want to do is help."
However, Linger acknowledged the Fox station did well in May's ratings, although there was more to that than giving away a $50 gas card once an hour from 5 to 9 a.m.
WFTS, Channel 28, and WBVM, 90.5 FM, also have gas giveaways: a $50 gas card from WFTS during the station's 11 p.m. newscast and 90.5 gallons of gasoline from Spirit FM.
Even big companies are getting into the act. Last week, General Motors unveiled its "GM Fuel Price Protection Program," for consumers in Florida and California. In Florida, buy a Buick LaCrosse, Chevrolet Impala or Monte Carlo, or Pontiac Grand Prix, and get your gasoline purchases capped at $1.99 a gallon for a year. The offer expires July 5.
GM places a credit on a card delivered to customers who purchase one of the cars. People are credited the difference between the $1.99 and Florida's average price of premium gasoline.
Sonia Green, GM's Florida initiative director, said the company has been losing market share in a state where the population and median income are growing. GM hopes the gas giveaway helps reverse its fortunes in Florida.
"It is early," Green said. "We just launched it. We're not going to see it right away."
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