Connection, Commitment, Collaboration
It all came together at this year’s BPAMA convention.
By all accounts, the annual BPAMA convention, held October 24-26, 2007 in New
Orleans, was atremendous success. Branded marketers, BPAMA leadership and
BP executives from around the US convened to review their accomplishments
set priorities and determine togetherheir collective path for the year ahead. It was
a robust and productive meeting: participants addressed shared plans for ‘Driving
Unsurpassed Performance Together,’ this year’s convention theme. They were proud
to be in New Orleans and take part in rebuilding the city through a Habitat for
Humanity project. They learned about trends and new ideas in the workplace
through the workshops. They had opportunities to learn about the programs, products and services available to them from BPAMA’s affiliate members at the Business Expo.And, of course,they had fun socializing and connecting with old and newcolleagues. This goes without saying in the Big Easy.What follows is a snapshot of the keyaccomplishments, challenges and plans for the future unveiled at the convention.
Commitment to partnership
The open and productive collaboration between BP, BPAMA and branded marketers has been a source of creative ideas, candor about real issues, and tremendous value across the entire organization.This relationship is critical to BP, and the company is extremely dedicated to nurturing it. As such, BP executives reiterated their commitment to learning what branded marketers need in the field, andanswering these needs. Moreover, BP executives communicated repeatedly that the branded marketerchannel is BP’s primary growth channel.
Strengthening brand
BP executives made no pretense about the volatile
state of the market, and the very real challenges
surrounding demand, supply and pricing. Because of
these market conditions, said BP executives, brand is
more important than ever to ensuring BP’s success.
A particularly noteworthy brand activity in 2007
was the successful launch of the $36 million Helios
Power
brand campaign. BP also made significant
progress in Helios 100, aimed at providing a consistent site experience.
In addition, BP’s fuel strategy is aimed at
reinforcing the brand commitment to better,
cleaner fuels. This includes the Invigorate pilot,
an upcoming diesel offer, and BP’s ongoing
development of environmentally friendly,
renewable fuels.
Innovative programs for 2008
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Last year was focused on getting the fundamentals right, according to BP executives, and together BP, BPAMA and branded marketers made tremendous headway. Looking ahead, 2008 will be about progress, with many exciting programs in store. These include a new, full slate of fuel products; an extended Helios Power campaign; diesel and large format strategies, a Fleet Card program, and additional innovative, value-creating programs.