No, we're not trying to beat you over the head with gas promotions, but a recently released Pew Research study shows the high prices at the pump rank right up there as one of the most closely followed news stories – ever. By just a bit, it actually eclipses Hurricane Katrina.
Anecdotally, LAB groups that we've conducted in the past week have given us some indications of even greater change. First, we're encountering some problems just getting people to show up, and the price of gas figures into that. (If you're going to conduct LABs anytime soon, you might want to include compensating respondents for gas).
Secondly, male Rockers are indicating they are actually cutting back on the miles they drive. And notably, many say that if prices stay at the $3 level or higher, it will impact the type of car they buy next time around.
As Paul Jacobs points out, sales departments may also have to rethink those value-added appearances and bar nights. As prices stay at these very high levels, listeners are going to be much less inclined to drive to random events and appearances – just because their favorite station asked them to show up.
Finally, if your fall plans haven't totally gelled, don't forget gas as an option. Unleaded ideas are plentiful, and cheap, at www.jacobsmedia.com for clients.