19 Dec 2021
Salam Suria: Inspiring Initiatives by Caltex Retail Partners
Welcome to another edition of Salam Suria, a segment dedicated to sharing the inspiring local station marketing (LSM) initiatives and community work that is happening within the Caltex network. Let’s have a look at some recent stories.
Local Station Marketing (LSM) Initiatives
1. Turun Padang at Caltex USJ 16 with CaltexGO
The recent launch of CaltexGO in the Klang Valley has been the most anticipated event in the second half of 2021, and there has been a lot of good work done by station staff on the ground to introduce customers to the app’s many benefits.
One example is at Caltex USJ 16, where South Lake Enterprise’s Pn Zaiton Mahmood and her team decided to “turun padang” to show customers how to download, register and use the CaltexGO app. Branded Marketer Sparkling Hallmark also mobilised their team to help out at the event. En Azemi bin Basiron from Caltex Cheras Batu 2½ (Mieza Services Enterprise) even came over to assist in the “turun padang” session. This great show of support and teamwork is what makes each of us proud to be part of the network.
To entice customers to sign up for CaltexGO, Caltex USJ 16 gave out Caltex Ezbrellas for each successful registration and the CaltexGO take-up rate was extremely encouraging, seeing how the station ran out of Ezbrellas after just two hours!
Chevron hopes that Klang Valley Retail Partners can draw inspiration from this and explore ways to run their own LSM campaigns to promote CaltexGO as an easier payment method to fuel up at Caltex stations. CaltexGO will be rolled out nationwide in 2022, but in the meantime, Chevron looks forward to seeing Retail Partners in other regions ramp up their LSM campaigns to help customers and promote their stations in creative ways.
2. “Promosi Pam & Menang” by Caltex stations in the south
What started out as an LSM campaign for Branded Marketer Scholfield’s 18 stations in Johor became a state-wide affair as Scholfield warmly welcomed all stations to participate after receiving extremely encouraging responses to the campaign.
In the end, a total of 42 stations took part in this 8-week LSM campaign which ran from 15 September to 15 November 2021 and saw a total of 2,016 winners receive prizes such as RM50 petrol vouchers sponsored by the retailers, as well as Chevron sponsored giveaways like Nutrifresh salad boxes and Justice League toy car collectibles.
Seeing the effort put in by the Caltex Retail Partners, it is clear that they are indeed taking proactive steps to grow their business, in line with what Pn Faizah Abdul Samad – District Retail Manager called for in her leadership message.
We would like to thank Scholfield for staying true to the Chevron family spirit by not only taking the lead in organising the LSM campaign, but also opening it up to all other Caltex stations in Johor.
Don’t forget to check out the Instagram page @caltex_southern_promo for more information on the campaign – this media buy was sponsored by Scholfield and their postings have garnered over 100,000 views to-date!
Community Outreach
1. Fuelled by desire to be independent
This is an uplifting story of how our Retail Partner Alex Yong of Caltex Muar (part of the Branded Marketer Sutera Matra group) started to make a difference the moment he took over operations at the station four years ago.
Two months after taking over, Alex met Sapiee Md Ali, who was job hunting after losing his job at another petrol station. Although Sapiee had lost his left arm to cancer, Alex did not see Sapiee as a disabled person but as an experienced petrol station personnel instead. And so, Sapiee was hired to work at Caltex Muar.
Today, the Caltex Muar team has three staff who have physical disabilities. Hamizi Izzman B Ramzan joined the team shortly after Sapiee referred him, and Abdul Hamid Ibrahim joined just a year ago.
When asked, Alex said that their physical disability was never seen as a handicap or barrier during the hiring process. He advises other Retail Partners to consider hiring people with disabilities, as they are able to do the same things that any able-bodied person can do and should be given the opportunity to work and prove themselves.
Read more about Sapiee and Abdul Hamid in this article in The Star: Fuelled by desire to be independent.
2. 4-year-old boy makes 50 sandwiches for food bank on his birthday
We can all learn a thing or two from 4-year-old Jarrett, who was determined to make a difference in his local community as a way of celebrating his birthday on 18 July 2021. With the support of the local Caltex Setia Alam, Jarrett was able to collect a total of RM2,300 from 54 donors, which he then channelled to Caltex Setia Alam's food bank initiative through his kindergarten.
Read more about this inspiring story at Says: 4-Year-Old Boy Makes 50 Sandwiches For Food Bank On His Birthday.
3. Retailers donate to the Palestine Red Crescent Society Fund
In May 2021, a group of retailers came together to do their part to make a difference for the people of Palestine. A total of 53 donors contributed to the Palestine Red Crescent Society Fund at www.simplygiving.com/appeal/aidforpalestine
4. “Going to die already” sign at Melaka eatery turns heads
During this challenging COVID-19 pandemic, businesses have had to become more creative in their marketing to ensure the survival of their business. Being direct with the messaging sure does help attract a lot of attention, as a restaurant in Melaka found out when they hung up a banner with the message “Please Support Us! Going To Die Already…”
It even caught the attention of Caltex Bachang, who featured them on their Facebook page to rally for support – such is the strong spirit of our Caltex dealers who are willing to support other businesses and people within the community.
Read more about this ingenious business at The Rakyat Post: “Going To Die Already” Sign At Melaka Eatery Turns Heads