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The Spokesman-Review Newspaper
Spokane, Washington  Est. May 19, 1883

Marketers twisting gas prices into hook

Joseph R. Perone Newhouse

They’re playing the gas card.

Popular Mechanics magazine is holding a contest to provide free gas for life to the grand prize winner. Hertz is giving away a free tank of gas to some customers. And freegashelp.com says it will fill the tanks of consumers who agree to plaster their cars with advertisements for other products.

Chrysler said Monday it will give consumers a gas card allowing them to buy three years’ worth of unleaded at $2.99 a gallon if they buy certain models. American Suzuki Motor said Tuesday it will offer three months of free gasoline to car buyers.

In other words: Madison Avenue is finding a way to create opportunity out of a crisis.

Corporations are tapping into the anger consumers feel over paying higher prices to drive, said Rosemarie Monaco, president of Group M, an award-winning marketing agency.

“People feel it isn’t fair,” she said. “And here comes a company that says, ‘We’re going to fix it for you and make you feel good about something that makes you feel bad.’ That makes me like you.”

As the price of gas continues to soar, corporations likely will respond with even more promotions to persuade customers who are worried about energy costs to buy their products, experts said.

“Certainly, it is an indication of the times we are living in and how slow the market is for new cars,” said Michelle Mount, a spokeswoman for AAA New Jersey.

Chrysler said its gas card should help customers feel less anxious about the cost of owning a new car.

“We don’t know what will happen with gas prices, but we know our customers will be protected,” Jim Press, president of Chrysler, said in a statement.

Hertz ran a promotion last winter offering free gas to consumers. For the company’s latest promotion, customers who make advanced reservations and meet certain other restrictions can get a free tank of gas, said Paula Rivera, a Hertz spokeswoman.

Popular Mechanics Publisher William Congdon said his magazine’s readers are “enthusiastic and engaged car owners” concerned about the skyrocketing cost of gas.

“We and our consumer marketing department felt this promotion would be an effective way to draw readers into the magazine while also addressing a very real and timely concern,” he said.

The Web site freegashelp.com did not to respond to an e-mail.

Prices at the pump most likely will continue to rocket higher by Memorial Day, said Darin Newsom, senior analyst for DTN, an energy information firm in Omaha, Neb.

“It (the average price per gallon) could go to $3.75, because we are just at the beginning of the summer driving season,” Newsom said. “I think we will see more of these (promotions) as prices go higher.”