In addition to Valero’s broad-based advertising support, the company provides marketers a wide assortment of cost-free materials to help locations make a smooth transition to the Valero family of brands.
Valero pays for the transformation.
All branded locations (including Shamrock and Beacon) receive startup "kits" to promote conversions and allow for convenient operation on day one.
These kits enable marketers to process Valero’s credit, gift and fleet card offerings, as well as generally accepted bank and debit cards. Valero branded locations automatically receive shipments of "Coming Soon" and "Grand Opening" kits as outlined below.
At the start of the conversion process, Valero-branded sites receive a kit containing pump toppers, and window and wall signs informing customers that the Valero brand will be "coming soon" to the location. Pamphlets are included that can be passed along to consumers providing a brief overview of Valero, the brand and the company. Credit-card marketing materials such as POP, invitations to apply with holders and credit-card decals for pumps (showing the accepted cards) are other key components of the coming-soon kit.
Once a site has been converted, Valero supplies each branded location a kit of colorful decorations to help put the "grand" in a marketer’s grand opening. An information sheet containing many tips for low-cost grand-opening celebrations is also included.