April

Amsoil Action News April 2010

Our distribution center manager here in Superior, Scott Morse, was returning from a business trip in Las Vegas recently and had an interesting encounter with a businessman. The man and Scott sat next to each other on board a United Airline Boeing 757 heading to Chicago. The man revealed he was from Las Vegas and worked as a construction supervisor for a large motel chain. He was on his way to a business meeting.

Midway through the flight the businessman began thumbing through the in-flight magazine, Hemispheres, then stopped thumbing when he reached the advertisement you see on this page. I sacrifice the space here to show the ad, not because I am featured in it, but because it grabbed the man’s attention. It tells the story of our development of the world’s first synthetic motor oil to meet American Petroleum Institute service requirements.

It is essentially the same story that appears on the inside cover of our Retail Catalog. The ad contains more copy than typical ads contain, so this publication was the ideal place to run it. Air travelers are in their seats for extended periods of time, and they will invariably take the time to read what is sitting there in front of them. This particular publication remains at each seat on the aircraft for an entire month and is seen by an estimated 7.4 million people.

After reading the ad, the businessman turned to Scott and told him how interesting he thought the story was. He was well aware of synthetic motor oil, but had no idea where it originated.

That’s when Scott took over. He couldn’t contain himself. He told the man he worked for AMSOIL, and they plunged immediately into a discussion on the differences between conventional and synthetic oil. Scott, of course, is not a salesman by trade, but like others who are familiar with AMSOIL and understand our commitment to quality, his passion showed through. The businessman received a crash course on the many benefits of synthetic lubrication.

By the time Scott was done, the man was sold. It turned out he had a brother in upstate New York who built a small start-up trucking company into one of the largest fleets in the region. Maybe, the man told Scott, AMSOIL could save his brother some money. They ultimately exchanged business cards, and he told Scott he would pass the information on. Scott could expect a call.

Now whether or not this actually leads to a sale for a Dealer, we’ll see. The real point is that Scott’s enthusiasm illustrates perfectly what is central to this company’s success. Scott was passionate about the company and the products, and you don’t find many companies that have earned a more passionate level of brand loyalty than AMSOIL has earned. I see it every day. Our employees show it in their jobs, our Dealers show it in their businesses and our Preferred Customers show it in their commitment to our products. That passion is what built this company and what continues to drive it today. And that’s something you just don’t earn through advertising alone.

Download the Amsoil Action News April 2010 Issue