Des Moines Register
07-10-06
Go Crew hits the street
Kum & Go convenience stores polish their image and attract younger consumers
with a new strategy.
BRIAN A. HERNANDEZ
Like a celebrity unfazed by the paparazzi, Jake Kimmes hopped out of a dark red
Chevy HHR Cruiser emblazoned with "Go Crew" and embraced the small crowd
approaching him one evening recently in West Des Moines.
The 19-year-old college student said he's used to being recognized now — not
because of his name, but rather for his outfit and what he's doing.
Sporting a red buttoned-up collar shirt with black and white vertical stripes, khaki
shorts and visor, Kimmes is one of 80 college-age students working "the best
summer job you can have" as a member of a Kum & Go internship program.
The Iowa company launched the full-time paid internship in May, dividing the
four-score students into 16 Go Crew teams. The concept is part of a marketing
tactic to attract younger consumers to its convenience stores and to change the
public's view about the stores.
"They're unique," said Jim Goodman, president of Customer Ease, a media
marketing research and consulting company. "Kum & Go is trying to break the
perception of gas stations appearing as the old, drab and dirty establishment on
the corner.
"The Go Crews are changing that perception day by day with a lively, active
presentation that's going to get a lot more feedback from the younger, active
generation."
Goodman described Kum & Go's marketing tactics as a hybrid between
community involvement and guerilla marketing.
"You're going where the people are instead of them coming to you," he said.
"You don't have to worry if your audience is switching the channel or the radio
station, or driving right by a billboard, since you go right to them."
One Thursday evening, Kimmes and his Go Crew team, Des Moines Flex, took
to the streets of the Valley Junction Farmers Market, doling out coupons for gas,
store products and tickets to Des Moines Menace soccer games.
"We're not trying to sell anything," said Alex Wilken, 20, of team Des Moines
Flex. "We're just giving stuff away."
Amy Raker, 25, recognized the Kum & Go squad from a recent Menace game
and approached them, requesting tickets for herself and 6-year-old son, Devon.
She got two tickets, plus gas coupons.
"It's a smart way to spread Kum & Go around," Raker said. Luke Kimmes, Jake's
younger brother and another team member, said he enjoys meeting new people
like Raker and then seeing them again at different events.
"We make people's days," said the 17-year-old.
He added that the Go Crews also deliver free samples and products, wash car
windshields, pump gas and read to kids at libraries. "If they need something,
we're there."
The Go Crew participants benefit from what experts are dubbing the first-of-its
kind mobile marketing initiative in the convenience store industry.
"This program gives them a feel for what they're going to do in the future," said
Courtney Lansink, a Go Crew coordinator.
She said most of the students are studying for majors in advertising, marketing
and public relations.
Wilken agreed.
"It's awesome for a resume," said the Iowa State University sophomore.
Kum & Go narrowed an application pool of 300 down to 80, selecting students
based on leadership, charisma and responsibility.
The students then took a one-week training session. "They launched us off pretty
well," said Jake Kimmes, adding that organizing the team's schedule teaches him
managerial and planning skills. During the camp, Lansink and other coordinators
noticed a team not performing in a way that would best represent Kum & Go's
image.
"We replaced them so we would have the type of college students that best fit
our objectives," Lansink said. "We set that standard very high early and haven't
had a lot of problems since then."
As consumers become more wary of advertising, Goodman said, you have to try
different methods or target them by lifestyles rather than demographics.
"And how do you target a lifestyle?" he asked.
"You go where they go."
Goodman, who also is an adjunct professor of marketing at Drake University,
said Go Crews have been well-received on campus.
"When the students talk about it, you know it's had an impact, and retailers need
to recognize this because some of them need to go through a generational
change to stay competitive.
"The Go Crew kids can make that change happen."
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