Abstract murals like the one above might be a safe bet—it’s hard for the artist to “get it wrong,” while vivid hues are easy to incorporate.
A convenience store just down the road from me had a colorful mural painted on an exterior wall last year.
Art is always in the eye of the beholder, but there is also value. What did it cost? And what’s it worth?
For costs, suppose the mural cost $5,000 and will last five years. That would mean the store’s investment comes out to about $2.74 per day over the life of the mural. It could have been less expensive.
So what’s that art worth? It’s a non-fueling site in a prominent location, along a busy road that is often crowded with pedestrians. Office buildings, apartment buildings, a school and many restaurants and bars are nearby.
I have to imagine that having the mural painted was a smart move. Thousands of people pass by the store on a daily basis, and with the art the store stands out from anything else in the vicinity. Wouldn’t at least a few people be influenced by the eye-catching colors and step inside? Payback on the cost seems pretty viable. And I think it makes even more sense when you add in the less-direct benefits of goodwill and good vibes. Are murals right for you? You can decide for yourself by reading our article “Painting a Personality.”
Speaking of creating good vibes in the community … imagine being able to tap into the brand equity of a beloved local university by working directly with college athletes who help promote your store.
“It’s relatively inexpensive,” “some contracts can start at $1,000,” and “players are a lot more approachable than companies might think.” Those are all quotations from “A Slam Dunk for C-Stores,” which explores how convenience retailers are navigating the new space of NIL deals.
It’s worth noting that the individual athletes in these situations are just that—individual athletes. They can’t wear school gear, but they don’t need to when you can draw the right connections. And think about the benefits of learning from your spokespeople. Their age range is a prime target customer.
We’ve used the phrase “one idea can change your business” to market the NACS Show. And that’s true. I’m looking forward to seeing you there. It also applies to NACS Magazine. Those two stories above are among my favorites in this issue, but there’s plenty to choose from in this stuffed NACS Show issue. Take your time, peruse and as always let me know your favorites. I’m at [email protected].