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Fueling Innovation for Enhanced Performance.
2015 CENEX® PREMIUM DIESEL MARKETING PROGRAMS
2 QUICK REFERENCE GUIDE
QUICK REFERENCE GUIDE
STAY IN TUNE WITH THE LATEST
CAMPAIGN HAPPENINGS:
In The Know e-newsletter: Register at PDLubes.chsintheknow.com/subscribe
CHS Customer Extranet (CHS Portal): chsinc.com (click on Energy > Fuels > Premium Diesel Fuel)
Petroleum Equipment Questions and Orders: 1-800-852-8186, ext. 7729 or http://pe.chsinc.com
General Marketing Questions: Contact your Cenex® Representative or email: [email protected]
3TABLE OF CONTENTS
Quick Reference Guide 2
About Cenex® Premium Diesel Fuels 4
CENEX BRAND AND PRODUCT INFORMATION Cenex Total Protection Plan® Warranty 6
Cooperative Equipment Eligible for Cenex TPP Warranty 7
Cenex Voyager® Fleet Card 8
Refined Fuels Training / Certification 9-10
Cenex Roadmaster XL® at Retail 11
DISTRIBUTOR PROGRAMSCenex Premium Diesel Insights Newsletter 13
Premium Diesel Seminar 14
Trial Challenge 15
MARKETING SUPPORTYour Business, Your Marketing Plan 16
Print / Radio / Direct Mail / Sponsorships and Events 18
Cenex Shop 19
Cenex Ad Share 20-23
RESOURCES2015 Media Schedule (Fleet & Ag) 25
Cenex Premium Diesel Fuels Features & Benefits Chart 26
Diesel Fuel Product Milestones 27
Premium Diesel Ad Share Claim Form 28
Brand Logo Guidelines 30-31
Seminar Planning Checklist 32-33
Frequently Asked Questions 34-35
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4 ABOUT CENEX® PREMIUM DIESEL FUELS
ABOUT CENEX® PREMIUM DIESEL FUELS
Selling Cenex Premium Diesel Fuels sets you apart in the market because they consistently outperform #2 diesel fuel and set the standard that all other “premiums” try to measure up to.
Cenex Premium Diesel Fuels are designed to optimize performance, no matter what kind of diesel engines your customers are operating. And, for those customers with 2007 and newer engines, you’re providing an even greater value because Cenex Premium Diesel Fuel leads the industry with a multifunctional additive package, including valuable injection stabilizers, to combat oxidation problems and filter plugging that can occur in newer engines with common rail, high pressure injection systems that operate under extreme heat and pressure.
The fuel performance considerations that come with today’s highly advanced engines make a clear case for Cenex Premium Diesel Fuels, which meet or exceed the Premium criteria established by the NCWM / EMA / TCM.* Both laboratory and field tests confirm the upgraded injection stabilizer in Cenex Premium Diesel Fuels successfully removes and prevents IDID (internal diesel injector deposits), including carbonaceous, soap / metal carboxylates and lacquer type deposits, as well as a dramatic reduction in fuel filter plugging while maximizing the power in today’s high tech engines.
* National Conference on Weights and Measures / Engines Manufacturers Association / The Maintenance Council
Premium Diesel Fuel, Premium Results.
• Proven to optimize performance in all diesel engines
• Performs better in modern diesel engines
• Improves fuel economy by as much as 5%
• Increases fuel lubricity by 10-15%
• Improves power by up to 4.5%
• Has a high cetane number — typical 48
• Extends life of injectors/injector pumps
• Reduces downtime and maintenance costs
Above claims are in comparison to a typical #2 diesel fuel.
5
CENEX TOTAL PROTECTION PLAN® WARRANTY
CENEX VOYAGER® FLEET CARD
REFINED FUELS TRAINING & CERTIFICATION
CENEX ROADMASTER XL® AT RETAIL
CENEX BRAND AND PRODUCT INFORMATION
6 CENEX® TOTAL PROTECTION PLAN® WARRANTY
CENEX TOTAL PROTECTION PLAN® WARRANTY INCENTIVE
We’re 100% confident in Cenex® Ruby Fieldmaster® Premium Diesel Fuel, and it’s backed by the best warranty program of its kind in agriculture — the Cenex Total Protection Plan® (TPP) warranty. Our unrivaled warranty program is an excellent opportunity for you as a Certified Distributor and for your customers, too.
The Cenex TPP warranty offers coverage that extends beyond OEM warranties on a wide variety of agricultural equipment. This unique plan covers new equipment for up to 10 years or 10,000 hours and used equipment for up to 8 years or 8,000 hours. Best of all, there is no deductible and the warranty is fully transferable. Selling the Cenex TPP warranty helps secure continued Cenex Premium Diesel fuel business and helps position you as a partner to agricultural producers. Not only does it demonstrate your confidence in Cenex Ruby Fieldmaster, but it also differentiates you from the competition.
Warranty enrollment is open at any time. Learn more about the Cenex Total Protection Plan warranty and view customer testimonials at cenex.com/tpp.
7CENEX® TOTAL PROTECTION PLAN® WARRANTY
New equipment owned by cooperatives that purchase Cenex® lubricants and Ruby Fieldmaster can now be protected with the best warranty in agriculture.
Beginning September 1, 2014, the TPP Warranty for new cooperative equipment offers the same 10 year/10,000 hour coverage as the current new equipment warranty for ag producers when using both Cenex lubricants and fuels.
See the current TPP Warranty Application for New Equipment for further details on component coverage.
Dealer/Distributor: The TPP Warranty for new cooperative equipment requires a fee of $299 and is not eligible for rebate coupons. New cooperative equipment signed up for the warranty program is not eligible for the lubricants sales incentives, including AWARDPERQS®, under the Performance Edge program.
Contact your CHS refined fuels district manager for details or call 1-866-863-0827 to speak with TPP Customer Care.
COOPERATIVE EQUIPMENT NOW ELIGIBLE FOR CENEX TOTAL PROTECTION PLAN® WARRANTY H
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10,000+ gallons 5¢
5,000 – 9,999 gallons 4¢
1,000 – 4,999 gallons 3¢
500 – 999 gallons 2¢
250 – 499 gallons 1¢
1 – 249 gallons 0.5¢
CENEX® VOYAGER® FLEET CARD
The Cenex® Voyager Fleet® card offers small businesses and fleets the ability to carry a single card for all vehicle-related purchases, while rewarding them for fueling at Cenex. This card is accepted everywhere Voyager is accepted (over 230,000 locations nationwide) and provides a complete fleet fueling management program designed to save businesses time and money.
Best of all — rebates are funded by CHS. Combine that with reduced processing fees, higher ticket values and reduced risk from receivables and data security — and you have a winning combination for you AND your customers.
Driver Rewards ProgramWe value fleet drivers and believe they should be rewarded for using the Cenex Voyager Fleet credit card to fuel their vehicle. As a thank you for their loyal support, CHS offers an easy way to earn free Cabela’s gift cards.
Drivers earn points every time they use their Cenex Fleet credit card to purchase fuel. By fueling at a Cenex location, they will earn double points which helps them earn Cabela’s gift cards even faster.
Call 1-800-852-8180 or visit cenexfleetregistration.cenex.com for more information on the Driver Rewards program.
MONTHLY PURCHASES REBATE PER GALLON
The Cenex® Voyager® Fleet Card Outperforms Other Petroleum Fleet Cards In These Key Areas:
• No annual or monthly fees
• No minimum purchase requirement
• Unlimited rebates – even on diesel fuel
• No charge for extra cards/drivers
• Rebates start with the very first gallon
STEER YOUR CUSTOMERS IN THE RIGHT DIRECTION WITH THE CENEX® VOYAGER® FLEET CARD
9REFINED FUELS TRAINING / CERTIFICATION
Knowledgeable employees help position you as an expert and can greatly increase the success of your business. Enrolling your team members in this product training will ensure they’re educated and excited about the products, giving them the confidence they need to enthusiastically sell.
Training is available at no cost to employees of authorized, branded premium diesel distributors. There’s no limit to the number of employees who can enroll, and training takes approximately 35 minutes. Each participant who passes the training becomes certified and receives a completion certificate.
Enroll today: Access training through the CHS Portal at chsinc.com. Click on: Energy > Fuels > Premium Diesel Fuel, or go directly to cenexrefinedthinking.com.
Action required:To maintain Certified Distributor status, at least one person from each distributor must take and pass all required courses.
Please note: Only Certified Premium Diesel Fuel Distributors have access to Cenex Ad Share funds. Certified Distributors also have the added benefit of being listed on cenex.com.
ENROLLING TEAM MEMBERS IN PRODUCT TRAINING GIVES THEM THE CONFIDENCE THEY NEED TO ENTHUSIASTICALLY SELL.
REFINED FUELS TRAINING / CERTIFICATION
Training courses:
Cenex® Premium Diesel FuelsDiesel powered equipment gets more sophisticated each year. Product training equips your team with the knowledge they need to effectively answer questions and talk about Cenex® product benefits. Course includes Cenex Total Protection Plan® Warranty — including warranty attributes and selling tips.
Proper Tank MaintenanceProper tank maintenance can drastically reduce the chances of fuel-related issues and comprised fuel quality. Help protect your customers’ valuable equipment by getting your team up-to-speed on proper tank maintenance procedures.
Winter Fuel HandlingWith proper tank maintenance and fuel handling, your customers can avoid most common cold-weather problems and ensure reliable performance during the winter season. This training module reinforces best practices to help prevent cold-weather fuel issues.
Best Practices for Prospecting and Selling To Commercial And Fleet AccountsCommercial and over the road customers have unique needs when it comes to running efficient and profitable operations. Understanding the needs of these customers in conjunction with their purchasing behaviors is key to closing the sale. This course focuses on prospecting strategies and selling tactics — equipping you and your sales team with the knowledge and tools needed to captivate this market segment and optimize your Cenex Premium Diesel sales.
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10 REFINED FUELS TRAINING / CERTIFICATION
Certification CountsBeing a Certified Distributor brings multiple benefits to you, including:
• Unsurpassed product quality: The Cenex® brand has been the leader in the premium diesel fuel market for over 50 years. Market research proves Cenex fuels have a loyal customer following, and are known for top-quality performance.
• Quality assurance: You can sell Cenex Premium Diesel Fuels with confidence, knowing they are continually tested for quality — in the field, over the road and in the lab.
• The best warranty in agriculture: Cenex Ruby Fieldmaster® Premium Diesel Fuel is backed by the best warranty program of its kind in agriculture — the Cenex Total Protection Plan® warranty, which helps differentiate you from the competition. It gives you a powerful sales tool and demonstrates your commitment to helping protect your customers’ equipment investment.
• Maximum profit potential: Proven benefits, strong history and unsurpassed quality allow you to command a higher margin on Cenex Premium Diesel Fuels compared to a #2 diesel commodity product.
• CHS support: Only Certified Premium Diesel Fuel Distributors have access to Cenex Ad Share funds. Certified distributors also have the added benefit of being listed on the dealer locator at cenex.com.
CHS offers unmatched product support, from complimentary product training to tech services expertise and proven marketing programs. You simply won’t find a comparable level of support from another fuel provider.
Promote Yourself Being a Certified Cenex Premium Diesel Fuel Distributor provides a commanding point of difference between you and your competition. It’s important that Cenex brands and logos are presented accurately and consistently in a manner that meets registered trademark guidelines. These rules exist to protect the value of the Cenex image — for CHS and Cenex Distributors alike — and to provide consumers with a consistent brand and product message.
Complete guidelines on logo usage, colors, sizing and using Cenex Premium Diesel Fuel product names in text can be found in the Resources section of this guide.
Authorized Branded Distributors should not try to re-create logos, product information or advertising materials. Logos are available in a variety of digital formats and can be requested from [email protected].
REFINED FUELS TRAINING / CERTIFICATION
11CENEX ROADMASTER XL® AT RETAIL
Before it’s time to fill up, CHS is making sure over-the-road fleets and businesses know why it’s the smart business choice to select the best fuel for their engines. A multi-channel media campaign helps build awareness and preference for Cenex Roadmaster XL® and encourages fleets to visit their local Cenex branded retailer throughout the year using direct mail, industry publication advertising, digital advertising and radio.
CHS has planned a number of national and regional campaigns for 2015, and the best way to maximize these efforts is to supplement with your own local marketing. A variety of templates and items are available via Cenex Shop for you to get started targeting your local customers today!
Designed to educate fleets about the many reasons to upgrade to Cenex Roadmaster XL, the campaign emphasizes:
• Optimum performance and increased power
• Reduced downtime and maintenance costs
• Improved fuel economy
• Specialized, proprietary additive package designed to meet the tough demands of today’s engine technologies
Don’t Carry Cenex Roadmaster XL®?
Talk with your Cenex Representative today to learn about the benefits of offering Cenex Roadmaster at your retail location(s).
MARKETING SUPPORT FOR CENEX ROADMASTER XL® RETAILERS H
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CENEX PREMIUM DIESEL INSIGHTS NEWSLETTER
PREMIUM DIESEL SEMINAR
TRIAL CHALLENGE
DISTRIBUTOR PROGRAMS
13CENEX® PREMIUM DIESEL INSIGHTS NEWSLETTER
CENEX PREMIUM DIESEL INSIGHTS NEWSLETTER HO
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Share Important Product Information With Customers And ProspectsWe’re with you when it comes to knowing premium diesel fuels and how to prevent fuel-related issues. As a leader in the premium diesel fuel market for over 50 years, Cenex understands premium diesel and also understands the importance of education to keep end-users up-to-date on the latest product news, seasonal maintenance tips and best practices for handling fuel.
This quarterly communication series is part of our continued effort to build awareness of changing equipment technology, proper maintenance and the importance of choosing Cenex Premium Diesel Fuels. All newsletters will encourage recipients to visit with their Certified Premium Diesel Fuel Distributor for more information.
Help your customers stay connected and be informed — it’s FREE, so join today!
Enroll your customers and prospects, email your list to [email protected]. Please note: TPP warranty holders, Certified Distributors and Certified Energy Specialists are automatically subscribed.
Put The Campaign To Work In Your Market:• Incorporate information from the communication series into your company newsletter and website to coincide with the mailings.
• Make sure all employees with customer contact are aware of the communication and ready to answer questions, users will be directed to contact their Certified Distributor for more information.
14 PREMIUM DIESEL SEMINAR
There’s an important story to tell about Cenex Premium Diesel Fuel, and a customer seminar will help you tell it. A Cenex Premium Diesel Fuel Seminar — or customer / prospect meeting — is an ideal way to reach current and prospective customers with important information on diesel engine technology, premium diesel fuel benefits and more.
CHS offers support and expertise to help you conduct meetings and close the sale. Your Cenex Representatives will help host your event and will cover the agenda topics below.
Agenda:• Tier IV Interim & Tier IV Final diesel engine technology and EPA emission standards
• Tips to reduce / prevent maintenance costs and downtime
• Tips to improve fuel efficiency and optimize performance
• Proper tank maintenance
• Winter fuels (if applicable)
• Cenex Premium Diesel
• Cenex Total Protection Plan® warranty
• Question and answer session
Benefits To Hosting A Premium Diesel Seminar:• Positions your company as a fuel expert
• Builds relationships with diesel users
• Secures new sales
• An ideal way to meet new prospects
• Fun, educational and a great opportunity to build customer relations
Remember: Cenex Premium Diesel Ad Share covers up to $15 per guest in addition to funding for signage, advertising and brochures when program criteria are met. See pages 20-23 for details. You’ll also find a helpful planning checklist in the Resources section of this guide.
Find The Resources You Need at Cenex Shop:
• Planning guide
• Invitations
• Poster
• Customer gifts
• Counter card, brochures and other sales tools
• Branded merchandise
PREMIUM DIESEL SEMINAR
15TRIAL CHALLENGE
TRIAL CHALLENGE
The Cenex Roadmaster XL® Trial Challenge is our way to let high-profile prospects experience the benefits of Cenex Roadmaster XL Premium Diesel Fuel first hand. The Challenge is simple; the fleet must use Cenex Roadmaster XL for at least 60 days (maximum of 90 days) and if the fleet performance fails to improve based upon agreed pre-test objectives, they will be refunded back the cost difference of the fuel*.
Qualifications:• The Trial Challenge must be completed during
the months of March – October.
• The fleet must have at least six (6) diesel fuel powered vehicles participate in the challenge.
• Minimum of three (3) test units and three (3) control units.
• The Trial Challenge must be a minimum of 60 days and a maximum of 90 days.
Requirements: Prior to the Trial Challenge:The fleet must have enough power units in service to identify a Test and Control group. The Test Group will be running Cenex Roadmaster XL®. The Control Group will be running unadditized #2 distillate.
A baseline mile-per-gallon measurement for all vehicles must be established and reported for a minimum two-week period prior to the challenge.
Fuel filters must be changed on all vehicles involved prior to the challenge.
If using an existing storage tank, the tank must be drained and the fuel filters must be replaced (maximum 10 micron).
Fleet managers or drivers must track fuel economy for all power units for the two weeks leading up to the Trial Challenge.
* Money-back guarantee: If performance fails to improve based upon agreed pre-test objectives, your authorized Cenex Distributor will refund the cost difference between Cenex Roadmaster XL and standard #2 diesel fuel for each gallon purchased throughout the duration of the Trial Challenge. Refunds will be shared by CHS (3-cents per gallon) and the participating Branded Distributor (1.75 cents per gallon), plus any additional differential charged by the distributor over a total of 4.75-cents (Branded Distributor) basis
DO YOU HAVE A PROSPECTIVE FLEET THAT MIGHT BE RIGHT FOR THIS CHALLENGE? IF YOU ARE INTERESTED IN PARTICIPATING, CONTACT YOUR CENEX REPRESENTATIVE FOR MORE INFORMATION.
During the Trial Challenge:Cenex Roadmaster XL must be sourced at a terminal, splash blending additive is strictly prohibited.
Any one of the following Cenex Roadmaster products can be used: Cenex Roadmaster XL, Cenex Roadmaster B2, Cenex Roadmaster B5 or Cenex Roadmaster B10.
The Cenex Roadmaster product utilized (Cenex Roadmaster XL, Cenex Roadmaster B2, Cenex Roadmaster B5 or Cenex Roadmaster B10) must be consistent throughout the trial.
Must have the ability to ensure Cenex Roadmaster XL is utilized exclusively throughout the trial period. This can be done through:
• Use of an existing tank, solely dedicated to Cenex Roadmaster XL product (if using an existing tank, fuel filters on the tank must be changed).
• Use of a separate tank (if using a separate tank, the fuel pump must be calibrated to ensure accuracy).
• Fueling at a Cenex® retail site that offers Cenex Roadmaster XL fuel.
Fleet managers or drivers must track fuel economy weekly, for each power unit, for the duration of the challenge, in addition to the two weeks before the challenge begins.
Following the Trial Challenge:All fuel filter replacements (pre- and post-Trial Challenge) must be saved for analysis throughout the challenge.
The final Mileage Tracking Spreadsheet, provided by CHS, must be completed and returned.
Fleet managers must complete a questionnaire, provided by CHS.
Results may be used for marketing purposes; all participants’ information will be kept confidential.
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RADIO
DIRECT MAIL
SPONSORSHIPS AND EVENTS
CENEX SHOP
CENEX AD SHARE
MARKETING SUPPORT
17MARKETING SUPPORT
CHS has planned a number of national and regional advertising campaigns for 2015, and the best way to maximize these efforts is to supplement those initiatives with your own local marketing. Each distributor has unique marketing needs, and the opportunities for creating your own customized campaigns are endless. With a customized approach to your marketing, you can target your customers in a more direct way than a general national campaign ever could. While awareness of the Cenex® brand and its products is good for everyone, it’s even more effective if you can direct customers in your area to visit you specifically. Ultimately, that’s what will help your business most. The most effective marketing programs combine a good mix of tactics and approaches. This allows you to reach your customers in a variety of ways, and in a variety of places — increasing the odds that people will remember and act on your marketing messages. It also ensures that you don’t put all your eggs in one basket, relying entirely on one tactic that may or may not reach your intended audience.
In this section, you’ll find ideas for marketing customers and prospects in your area, as well as information about marketing support and resources offered by CHS. With Cenex Shop, you’ll gain access to a wide range of professionally designed templates that you can use to create your own ads. In addition, Cenex Ad Share is a reimbursement program that helps reduce the out-of-pocket cost of your marketing. This way, you can see bigger results with less investment.
Each distributor has unique marketing needs and the opportunities for creating your own customized campaigns are endless.
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An alternative to communicating your message to a large audience at once, direct mail is a more personal way to reach your customers. It can take the form of a postcard, brochure, email — or virtually anything else you can send via traditional or electronic mail. It’s a great way to speak directly to those individuals you specifically want to reach. Through Cenex Shop, you can access these materials and build your own direct marketing campaign. Sponsorships are a great way to get your brand out, and support your local organizations. Advertising associated with sponsorships of a non-religious or political nature may qualify for Ad Share funding when approved Cenex® brand or product ads are used. For example, sports team sponsorships with Cenex branded stadium signage, program advertising, ticket back ads, etc. may qualify.*
PRINT / RADIO / DIRECT MAIL / SPONSORSHIPS AND EVENTS
CHS has made print advertising simple, with ready-to-use templates in multiple formats and sizes. You can customize these templates with your own company name, logo, contact information, website and custom messaging, making it easy to produce professional-quality print materials without a graphics department. It’s all been done for you already. So don’t overlook this tried and true marketing tactic. You’ll find more information about print templates in the Cenex Shop section of this guide. Local radio advertising is a great way to reach people in their vehicles and encourage them to call or visit. There are different ways to utilize radio effectively. CHS provides pre-approved radio scripts for your use, as well as professionally recorded ads to which you can add your own information. Or, if you don’t want to run a full radio spot, you can simply run a radio tag, or radio billboard, which is a mention or sponsorship. For example: “Sponsored by Fred’s Coop — Your local Cenex® Premium Diesel Fuel distributor.” Radio billboards or sponsorships with at least one Cenex brand mention qualify for the Ad Share program, in which CHS will reimburse a portion of your cost, making radio a viable option for your marketing mix. Learn more about it in the Ad Share section of this guide.
* CHS reserves the right to evaluate sponsorships and approve or deny eligibility. Obtain pre-approval by submitting contacting the Cenex Ad Share department at [email protected].
PRINT ADVERTISING MADE SIMPLE DIRECT MAIL
RADIO DRIVES AWARENESS
SPONSORSHIPS AND EVENTS
19cenexshop.com
CENEX SHOP
DID YOU KNOW? YOUR ADVERTISING COULD BE ELIGIBLE FOR UP TO 75% REIMBURSEMENT.
BUILD YOUR CAMPAIGN WITH CENEX SHOP HO
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Professional-Quality Marketing Materials Made SimpleWith Cenex Shop, you don’t need a graphic designer or ad agency to create effective, professional-quality marketing materials; the hard part has already been done for you. We’ve created an online resource where you can access a wide range of ready-made templates. With Cenex Shop, creating marketing materials couldn’t be easier.
Templates have been created for everything from pump toppers and signage to custom imprinted sales brochures and print ads. Designed to build awareness and increase demand for Cenex products, Cenex advertising works to educate consumers on the benefits of choosing Cenex Premium Diesel fuel products. A variety of sizes are available to fit your local media buy, and ads include space for your logo and a custom message, so you can direct customers specifically to you. Ads have been professionally designed and maintain approved Cenex branding and messaging. Please note that Cenex brands, logos and ads should not be recreated. Contact us at [email protected] for questions or assistance.
This Time, It’s PersonalYour business and marketplace are unique. That’s why the templates at Cenex Shop are designed to allow you to promote your products and image while leveraging the power of the Cenex brand. Cenex Shop makes it easy to personalize, edit and proof your materials in just minutes. It truly puts you in the driver’s seat. The following is a list of just some of the materials you’ll be able to create.
Cenex Products:• Cenex Roadmaster XL®
• Ruby Fieldmaster®
• Cenex Wintermaster®
• Seasonally Enhanced Premium Diesel products
• Cenex Voyager® Fleet Card
Media Templates:• Pump Toppers
• In-Store Signs
• Print Ads
• Radio Ads and Scripts
• Web Banners
• Press Releases
• Newsletter Articles
20 CENEX® AD SHARE
The Cenex Ad Share Program is part of CHS' continuing effort to help you grow your sales and profits. Ad Share is a reimbursement program, created to help Cenex Premium Diesel Fuel distributors and marketers with marketing expenses to help them see greater results. The program covers up to 75% of your costs on approved local advertising and marketing efforts, including everything from running ads to improving the appearance of your bulk facilities. (For accounting purposes the fiscal year lasts from September 1st to August 31st.)
All Certified Premium Diesel Fuel distributors and marketers with a current Branded Petroleum Distributor Agreement or Branded Petroleum Marketer Agreement who meet brand image requirements for retail facilities and bulk distribution assets are eligible for the program. Access to funding for sites who do not meet brand image standards or training requirements will be held until the necessary action is completed.
How It WorksUsing the Ad Share program is a simple three-step process:
1. Receive $.001 in Ad Share for every gallon of Cenex Premium Diesel fuel you sell. Cenex distributors and marketers earn Ad Share money for each gallon of Cenex Premium Diesel Fuel purchased from CHS during the previous fiscal year* (from September 1st to August 31st), up to the maximum amount listed in Exhibit A-1 / A-2 of the BPDA or BPMA. The accumulated earned funds are yours to use toward qualifying marketing expenditures that help promote yourself as well as the Cenex brand.
2. Purchase your marketing expenditures, as needed. Things that qualify for the Ad Share program include everything from print and radio ads, to brand image enhancements and product brochures. (See page 23 for a list of ineligible items.)
3. To receive your reimbursement, fill out the Ad Share Claim Form found in the Resources section of this guide and submit it electronically or by mail. Claim forms can be submitted at any time throughout the year, but must be received no later than September 30th for the previous fiscal year. (See the Resources section for more information about submitting claims.) Once a claim is approved, Ad Share funds will be dispersed* in the form of a credit to the parent account. Funds cannot be reimbursed at the site level.
STRETCH YOUR MARKETING DOLLARS FURTHER WITH CENEX AD SHARE
Fueling today’s high-tech engines with high-performing Premium Diesel Fuel.
Fueling Innovation for Enhanced Performance
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cenex.com
For your next fuel delivery, consider the benefits of Cenex® Premium Diesel Fuels
No other diesel fuel contains a more complete, balanced and quality package of additives than Cenex® Premium Diesel Fuels. It's all done to ensure you get the performance you expect for the vehicles you depend on.
Cenex Premium Diesel Fuels:• Improve fuel economy as much as 5%
• Increase fuel lubricity by 10–15%
• Improve power by 4.5%
• Typically have a cetane number of 48
• Extend life of injectors/injector pumps
• Lower maintenance costs
Above claims are in comparison to a typical #2 diesel fuel.
Enhanced to meet the needs of new engine technologies.
MAkE ThE swITCh To CENEx® PrEMIuM DIEsEL FuELs, starting with your next Fuel Delivery.
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cenex.com
Enhanced to meet the needs of new engine technologies.No other diesel fuel contains a more complete, balanced and quality package of additives than Cenex® Premium Diesel Fuels. It's all done to ensure you get the performance you expect for the vehicles you depend on.
Cenex® Premium Diesel Fuels:• Improve fuel economy as much as 5%
• Increase fuel lubricity by 10–15%
• Improve power by 4.5%
• Typically have a cetane number of 48
• Extend life of injectors/injector pumps
• Lower maintenance costs
Above claims are in comparison to a typical #2 diesel fuel.
Thanks For ChoosingCENEx® PrEmIum DIEsEL FuELs
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Thanks for choosing Cenex Premium Diesel Fuels.
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21
Cenex Premium Diesel Fuel SeminarsTo defray the cost of meeting rooms, attendee gifts and refreshments, CHS will provide a stipend in the amount of $15 per guest when the following criteria are met:
• Meeting must be led by a Cenex Representative (CES, District Manager or Account Manager)
• 15 or more prospects and / or customers must be in attendance
• A photo of your event is required
• In addition, we’ll cover up to 75% of invitations, print advertising, signage and brochures when approved materials from Cenex Shop are used.
Cenex Premium Diesel Fuel Product AdvertisingQualifying premium diesel marketing materials include templates for print, radio, direct mail, product brochures and more. Ad templates echo nationally-placed advertising by CHS, to ensure a clear, consistent consumer message and a premium brand with high value. Flexible templates can be customized with your dealer logo, and include:
• Cenex Roadmaster XL
• Cenex Ruby Fieldmaster
• Cenex Winter Fuels
CENEX® AD SHARE
Making Cenex Ad Share Work For YouAs you plan your marketing for the year, Cenex® Ad Share is a great way to reduce your costs and get more bang from your budget. Here are some ways to use Ad Share funds to increase the impact of your marketing:
• Run a color ad instead of black and white
• Run a larger ad instead of a small one
• Run ads or radio spots more frequently
• Send additional mailings to remind customers of a special offer
For more help about the Ad Share Program or eligible expenses, contact your Representative or email [email protected].
The Following Items Are Eligible For Up To 75% Reimbursement:
Cenex Total Protection Plan WarrantyCHS produced advertising for the Cenex Total Protection Plan Warranty and Cenex Ruby Fieldmaster Premium Diesel Fuel qualifies; templates can be found online at cenexshop.com.
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22 CENEX® AD SHARE
Sponsorship AdvertisingAdvertising associated with sponsorships of a non-religious or political nature may qualify, when approved Cenex Premium Diesel Fuel product advertising is used. Examples may include 4-H, FFA, farm shows, etc. Donations and charitable contributions do not qualify.
Note: CHS reserves the right to evaluate sponsorships / advertising opportunities and approve or deny eligibility. Obtain pre-approval by submitting the Sponsorship Request Form in the Resources Section of this guide to [email protected].
Cenex Premium Diesel Fuel Brand Image Enhancements And Maintenance CHS helps ensure that the Cenex Premium Diesel Fuel brand image appears fresh and professional, with funding for maintenance and brand image upkeep. Certain brand image elements and the professional labor to install these elements qualify.
Cenex Roadmaster XL Retail ImageQualifying maintenance expenses include dispenser graphics, product panels, price sign modules for premium diesel fuel or Cenex Roadmaster XL, pump toppers and hose talkers. All image related items must be in compliance with current Cenex Retail Image Standards and be purchased through an approved vendor. Dispenser decals must be applied professionally. Photos of the completed project are required.
Cenex Premium Diesel Fuel Bulk Tanks And Rolling StockQualifying maintenance expenses include paint and decals on Cenex Premium Diesel Fuel — identified bulk storage tanks and rolling stock. All image related items must be in compliance with current Cenex Branded Distributor Standards and be purchased through an approved vendor. Work must be completed professionally. Truck maintenance and bodywork are not eligible. Photos of the completed project are required.
23CENEX® AD SHARE
Ineligible Items For Ad Share Reimbursement Include:• Promotional supplies or gifts including, prizes, lotteries, gift cards and giveaways
• Merchandise, caps and apparel
• Marketer newsletters, brochures, websites, etc.
• Donations
• Non-Cenex® produced advertising
• Hometown Radio Network advertising
• Advertising that includes competitive brands
• Advertising where your station name or logo has replaced the Cenex brand
• Coupon value
• Office supplies including business cards, envelopes, order forms, etc.
• Uniform rental or cleaning
• Cenex retail advertising (Please refer to the Cenex Retail Ad Share program)
• Cenex Lubricant or Propane advertising
• Cenex AFD / RFD advertising
• Envision study
* Examples only
Example: Eligible Items* Example: Ineligible Items*
Fueling today’s high-tech engines with high-performing Premium Diesel Fuel.
Fueling Innovation for Enhanced Performance
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2015 MEDIA SCHEDULE (FLEET & AG)
CENEX PREMIUM DIESEL FUEL FEATURES & BENEFITS CHART
DIESEL FUEL PRODUCT MILESTONES
PREMIUM DIESEL AD SHARE CLAIM FORM
BRAND LOGO GUIDELINES
SEMINAR PLANNING CHECKLIST
FREQUENTLY ASKED QUESTIONS
RESOURCES
252014 MEDIA SCHEDULE
CHS placed advertising is designed to educate your prospects on the value of upgrading to Cenex Premium Diesel Fuels for better performance on and off the road. Advertising and sales tools at Cenex Shop are designed to echo nationally-placed ads for consistent messaging, allowing you to maximize your marketing dollars. Advertising also builds awareness of Cenex products, conditions prospects for a follow up sales call or directs them to a retail facility to make a purchase.
Cenex Fleet National Advertising — Sept. 2014 – Aug. 2015
Cenex Agriculture National Advertising — Sept. 2014 – Aug. 2015
Plans may change as new opportunities arise — and schedules are subject to change without notice.
Print Publications • Fleet Owner
• Heavy Duty Trucking
• C Magazine
Online Advertising• CCJdigital.com
• TruckingInfo.com
• Plus, numerous other industry websites using targeted behavioral on-line advertising
Print Publications • Farm Industry News
• Successful Farming
• Top Producer
• C Magazine
Radio• State Ag Radio Network
Online Advertising• FarmIndustryNews.com
• Agriculture.com
• Agweb.com
CENEX NATIONAL AND REGIONAL ADVERTISING H
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CENEX PREMIUM DIESEL FUELS FEATURES & BENEFITS CHART
Feature What it does How you benefit
Injection Stabilizer
Addresses fuel oxidation problems in new engine technology fuel injectors and prevents internal diesel injector deposits (IDID) from forming deep inside high-precision injectors.
• Less filter and injector replacements in new engine technologies
• Less downtime and maintenance costs
DetergentsAggressive detergent components keep fuel systems clean and performing at their optimum level.
• Improved fuel efficiency (up to 5% better in comparison to a typical #2 diesel fuel)
• Greater horsepower• Extended life for fuel pumps and injectors
High Cetane
Cetane is a measure of diesel enginestartability. The higher the cetane number, the quicker the fuel will ignite. Cenex Premium Diesel Fuel has a typical cetane number of 48.
• Reduced strain on engines and electrical systems• Less downtime and maintenance cost• Quicker, more fuel-efficient starts• Smoother running engines• Better cold-weather starts
Lubricity
Friction-reducing agents provide 10-15% better protection against friction and wear on the fuel pump than typical #2 diesel fuel.
• Protects moving parts from excessive wear• Extended life for the fuel pump
Demulsifiers
Demulsifiers force water to the bottom of the tank, allowing for easy drainage and removal. This prevents unwanted moisture from being carried through the fuel system and reduces the volume of water entering the combustion chamber.
• Easier removal of water from storage tank• Less wear on injectors• Fewer filter replacements• Prevents algae formation in storage tanks
Corrosion InhibitorsProvides superior corrosion protection, preventing the formation of rust on metal parts.
• Saves the cost of rebuilding injector pumps• Reduces downtime and repair costs• Slows the natural degradation of diesel fuel
caused by exposure to oxygen• Prevents corrosion-caused leaks, blockages and
breaks in metal parts
Storage StabilizersReduces gum and varnish buildup and contains components to extend the storage life of diesel fuel.
• Extends storage life of diesel fuel by 3-6 months• Tolerates temperature extremes
Wax Crystal Modifiers*
Wax crystal modifiers change the size and shape of wax crystals, preventing them from bonding together.• Wax crystals stay small enough to flow
through the fuel filter• They create a porous wax cake on the
fuel filter, allowing continued fuel flow until the engine heats up
• Significantly increased cold weather operability• Reduced downtime
De-icers* Dramatically lower the point at which any water in the fuel system freezes. • Fewer moisture-related problems
Wax Anti-settling Agents*
Reduce settling of wax crystals in vehicle tanks and above-ground storage tanks, which clog filters and other fuel system components.
• Enhanced cold weather operability• Reduced downtime• Reduced maintenance costs
CENEX PREMIUM DIESEL FUELS FEATURES & BENEFITS CHART
CENEX PREMIUM DIESEL FUELS FEATURES & BENEFITS CHART
* Winter fuel additives are in Cenex® Wintermaster®, Cenex Roadmaster XL® – Seasonally Enhanced, and Ruby Fieldmaster® – Seasonally Enhanced fuels only.
27DIESEL FUEL PRODUCT MILESTONES
Since the 1990s, fuel quality has been increasingly more regulated by the United States Environmental Protection Agency under the authority of the Clean Air Act. In the context of the increasingly more stringent diesel emission standards, the most important fuel property regulated by the EPA became the sulfur content. Historically, the sulfur content in diesel fuels for highway and non-road vehicles was limited to 0.5% (wt.) by ASTM specifications.
The Milestones In Limiting Sulfur Levels Can Be Summarized As Follows:
1993 – Sulfur limit reduced from 3,000 to 500 ppm for highway diesel, necessary for meeting 1994 emission standards for heavy-duty highway engines. (High Sulfur Diesel Fuel was banned from on-highway vehicles.)
2006 – Ultra-low sulfur diesel fuel (maximum sulfur level of 15 ppm) was made available for highway use. This fuel was legislated by the EPA to enable catalyst-based emission control devices, such as diesel particulate filters and NOx absorbers necessary for meeting the 2007-2010 emission standards for heavy-duty engines and the Tier 2 light-duty standards.
2007 – Tier 3 diesel engines introduced. Sulfur limit reduced from 3,000 to 500 ppm for non-road diesel fuel. (High Sulfur Diesel Fuel banned from off-highway vehicles.)
2010 – Tier 4 Interim diesel engines introduced. Tier 4 Interim regulations call for 50-90% reductions in particulate matter (PM) emissions and up to 90% reduction in emissions of oxides of nitrogen (NOx), depending on the kilowatt rating of the engine/generator set.
2014 – Tier 4 Final engines introduced. Tier 4 Final regulations call for further reductions in NOx emissions of up to 88% and further reductions in PM of up to 70%, depending on the kilowatt rating of the engine/generator set.
CHS is dedicated to ensuring our products continually meet and/or exceed EPA requirements and OEM specifications. Cenex® Premium Diesel Fuels have been enhanced with each milestone to optimize performance of diesel equipment. Our experienced team of experts continually test our fuels and monitor industry changes and competitive fuel products, ensuring Cenex Premium Diesel Fuels are the top-performing products on the market.
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28 AD SHARE CLAIM FORM
Item Being Claimed Required Documentation Claimed Amount
Print Advertising (Cenex Shop templates only) Paid invoice and original tear sheets $
Radio and TV Advertising (Ads and scripts sourced from Cenex Shop only)
Paid invoice and notarized affidavit of performance, including script $
Cenex Shop Items (Cenex brand or product campaign materials – promotional items do not qualify)
Cenex Shop order confirmation or invoice $
Outdoor Billboards and Highway Logo Signs
Paid invoices – a photo of your billboard or highway logo sign is required at least once per year
$
Cenex Premium Diesel Fuel Brand Image Enhancements and Maintenance (from approved vendors)
Photo of completed project and copies of paid invoices $
TOTAL: $
2015 CENEX PREMIUM DIESEL AD SHARE CLAIM FORM
Company Name __________________________________________ Account #___________________________
Address _____________________________________________________________________________________
City ____________________________________________________ State ________ ZIP____________________
Submitted By (please print) _____________________________________________________________________
Phone__________________________________ Email ________________________________________________
Manager’s Signature_______________________________________________ Date ______________________
Online Claim Submissions: Submit claims electronically by emailing forms and supporting documents to [email protected], or mail to: CHS, ATTN: Ad Share, MS 531, P.O. Box 64089, St. Paul, MN 55164-0089
Claim deadline is September 30, 2015.
Download additional claim forms and view your 2015 Ad Share balance at chsinc.com. Click on Energy > Fuels > Premium Diesel Fuel.
29SEMINAR CLAIM FORM
2015 CENEX PREMIUM DIESEL SEMINAR CLAIM FORM
CHS provides Ad Share funding, $15 per attendee, to help with costs of qualified, Cenex® Premium Diesel Fuel meetings. In order to qualify for reimbursement, meetings must meet the following requirements:
• The meeting must be led by a Cenex Representative (CES, District Manager or Account Manager), who presents the Cenex Premium Diesel Fuel customer presentation.
• A minimum of 15 prospects and/or customers must be in attendance.
• You must submit photos from your event.
• Use the claim form below or download from the CHS Customer Extranet at chsinc.com. Click on Energy > Fuels > Premium Diesel Fuel.
Online Claim Submissions: Submit claims electronically by emailing necessary invoices and supporting documents to [email protected] or mail to: CHS, ATTN: Ad Share – Premium Diesel Seminar, MS 531, P.O. Box 64089, St. Paul, MN 55164-0089
Claim deadline is September 30, 2015.
Item Being Claimed Required Documentation Claimed Amount
Cenex Shop Materials(Signage, Direct Mail) Cenex Shop order confirmation or invoice $
Radio (Ads and scripts sourced from Cenex Shop only)
Paid invoice and notarized affidavit of performance, including script $
Attendee Stipend ($15 per guest)A photo showing the number attendees that are being claimed. Number of attendees _______.
$
TOTAL: $
Manager's Signature ______________________________________ Date _____________________________
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Name ___________________________________________________ Account #___________________________
Address _____________________________________________________________________________________
City ____________________________________________________ State ________ ZIP____________________
Submitted By (please print) ________________________________ Phone________________________________
Email ___________________________________________________ Date _________________________________
30 BRAND LOGO GUIDELINES
Cenex and Cenex Premium Diesel Fuel products are trade-protected. Logomarks and names may only be used with permission of CHS and by Certified Branded Distributors, in accordance with the BPDA or BPMA and standards in this manual.
The registered trademark symbol (®) must appear in conjunction with logo marks (visually) and the first time the product names are used on each page or section of communication materials (in text). The Cenex logomark must appear in conjunction with the product logo, unless the Cenex logo already appears elsewhere on the page. When used in copy, the Cenex name should always appear with Roadmaster, as in Cenex Roadmaster XL. Ruby Fieldmaster may stand alone if the first usage of Cenex has been applied.
• Cenex Roadmaster XL® is one trademark
• Cenex® Ruby Fieldmaster® are two separate trademarks
• Cenex® Wintermaster® are two separate trademarks
For B2, B5 and B10 blended fuels, the registration mark should be placed at the end of the B2, B5 or B10 descriptor. Additionally, the product name must be written in its entirety for each fuel.
Examples Of Cenex Name And Product Name In Copy1. Cenex Roadmaster XL® has a complete additive package formulated expressly for the rugged demands of today’s high-powered engines
2. Cenex® Ruby Fieldmaster® has a complete additive package formulated expressly for the rugged demands of today’s high-powered engines.
3. Cenex® Wintermaster® delivers the serious weather protection your diesel engines need, while optimizing power and performance.
4. Cenex® Ruby Fieldmaster® Seasonally Enhanced Premium Diesel Fuel is formulated for moderate climates and provides shoulder season flexibility.
5. Cenex Roadmaster B2®, Cenex Roadmaster B5® and Cenex Roadmaster B10® provide superior engine protection from a renewable, domestic source. (Incorrect: Cenex Roadmaster B2®, B5® and B10® provide...)
WINTERIZED PREMIUM DIESEL FUEL
SEASONALLY ENHANCED HIGHWAY PREMIUM DIESEL FUEL
ENHANCED OFF-ROAD PREMIUM DIESEL FUELSEASONALLY
WINTERIZED PREMIUM DIESEL FUEL
WINTERIZED PREMIUM DIESEL FUEL
WINTERIZED PREMIUM DIESEL FUEL
10
CENEX PREMIUM DIESEL FUEL BRAND LOGO GUIDELINES
31BRAND LOGO GUIDELINES
CENEX PREMIUM DIESEL BRANDS
Cenex® Ruby Fieldmaster® Cenex® Ruby Fieldmaster B2® Cenex® Ruby Fieldmaster B5®
SEASONALLY ENHANCED HIGHWAY PREMIUM DIESEL FUEL
ENHANCED OFF-ROAD PREMIUM DIESEL FUELSEASONALLY
Cenex® Ruby Fieldmaster® Seasonally Enhanced
SEASONALLY ENHANCED HIGHWAY PREMIUM DIESEL FUEL
ENHANCED OFF-ROAD PREMIUM DIESEL FUELSEASONALLY
Cenex Roadmaster XL® Seasonally Enhanced
Cenex® Wintermaster®
Cenex® Wintermaster B10®
Cenex® Wintermaster B2® Cenex® Wintermaster B5®
WINTERIZED PREMIUM DIESEL FUEL
WINTERIZED PREMIUM DIESEL FUEL
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WINTERIZED PREMIUM DIESEL FUEL WINTERIZED PREMIUM DIESEL FUEL
Cenex Roadmaster XL® Cenex Roadmaster B2® Cenex Roadmaster B5®
Cenex Roadmaster B10®
Cenex® Ruby Fieldmaster B10®HO
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32 SEMINAR PLANNING CHECKLIST
Four to Six Weeks Prior To Your Meeting
❒ Contact your Cenex® Representative (District Manager, Account Manager or Certified Energy Specialist) to set a meeting date.
❒ Secure a meeting location which includes audio/visual capabilities (screen, projector, etc.).
❒ Determine any other audio/visual needs with your Cenex Representative and make arrangements.
❒ Make arrangements for an 8-foot banquet table, used for your display area — to display brochures, customer gifts, prize drawing box, etc.
❒ Make refreshment arrangements (coffee and cookies, lunch, soft drinks, water, etc.).
❒ Internally communicate the objectives and plans for the meeting(s) and each employee’s responsibilities to ensure success.
❒ Plan ahead to staff your event with knowledgeable sales representatives who may answer questions and talk with your customers.
❒ Encourage employees to dress in consistent uniforms for the event, so customers can easily identify an employee for questions or to place an order. For example: Logoed polo or oxford shirts are comfortable and appear professional.
❒ Order the Premium Diesel Seminar Kit at Cenex Shop — seminar kit includes all display materials necessary for the meeting.
❒ Order customer gifts at Cenex Shop; make sure to have registration forms available to record the customer’s information.
❒ Develop a communications and promotions plan to advertise your event. Work with your sales team to determine which customers and prospects should receive a special invite.
• Incorporate an article in your newsletter and website well in advance of your seminar date.
• Display the seminar poster within the lobby of the office to help communicate the upcoming meeting as well as having extra invitations for the customers and prospects that visit your office.
Two To Three Weeks Prior To Your Meeting❒ Place advertisements in local newspapers, local radio stations and on your website.
❒ Send out invitations to key prospects.
CENEX PREMIUM DIESEL FUEL SEMINAR STEPS TO ORGANIZE A SUCCESSFUL MEETING
33SEMINAR PLANNING CHECKLIST
Two To Three Days Prior To Your Meeting❒ Follow up on the invitations with phone calls to remind invited customers and to answer questions.
❒ Compile a confirmed guest list.
❒ Plan a display area, staffed with employees. This allows customers to converse with your team, ask questions, place an order, etc.
• Display areas may be as simple as a table, covered in a dark tablecloth with product information on top, or as elaborate as using your company tradeshow booth. Offer collateral items for customers to pick up, including Cenex® Premium Diesel Fuel product brochures, Cenex Fleet Card applications, etc. Display areas can also include the drawing box for door prizes you’re offering.
❒ If serving food, confirm the number of attendees with the food service provider.
Day Of Meeting❒ Prepare the meeting room based on the number of attendees.
❒ Set up the display area: the 8-foot banquet table with the provided tablecloth; use the table to display product brochures, customer gifts, etc.
❒ Set up and test the audio / visual equipment.
❒ Conduct the meeting with your Cenex Representative. If necessary, initiate questions to increase audience participation.
❒ Ask participants to fill out a registration form, collect the forms and draw for door prizes. Do not throw away the registration forms, they can be used to follow up and add to your mailing list.
Meeting Follow-Up❒ Within one week, send a follow up thank you postcard.
❒ Within one week, make follow up calls to:
• Thank the customer for attending.
• Solicit comments and answer any questions.
• Ask for their fuel order.
❒ Submit your Cenex Ad Share claim. Remember to include:
• Attendance register, signed by your Cenex Representative.
• Photo of your event.
34
Q: Is there a specific reason for the enhancement to Cenex® Premium Diesel Fuels? A: CHS enhanced Cenex® Premium Diesel Fuels to address the needs of modern engine technology including the current engines designed to meet Tier IV Final 4 emission standards. Every gallon of Cenex Premium Diesel Fuels contains an enhanced additive package to help prevent fouling issues. As engine technologies continue to change, in terms of engine pressures and increased temperatures, Cenex Premium Diesel must continue to change to deliver the most advanced, multi-functional additive package on the market.
Q: Was there a specific component of the additive package that was changed recently? A: The most recent enhancement was to the
Injection Stabilizer component, addressing internal diesel injector deposits (IDID), including carbonaceous, soap/metal carboxylates, and lacquer deposits that form internally within the injector. IDID are of critical concern with high-pressure injection engine technologies.
Q: What is the difference between carbonaceous coking deposits and internal diesel injector deposits?
A: Carbonaceous coking or soot deposits typically are formed at the tip of the injector causing an uneven spray pattern of fuel while internal diesel injector deposits (IDID) refer to the deposits that occur internally in the injector body and its components. IDID are more defined deposits known to be of a soap or metal carboxylate and/or lacquer type.
IDID has the tendency to foul the injector by causing the internal components to stick which can lead to poor engine performance, expensive repairs and downtime.
Q: Has this enhanced additive been tested, what were the results?
A: CHS conducted over 14,000 hours of extensive field testing with the enhanced additive package in Cenex Premium Diesel Fuel. The real-world testing in the toughest conditions took place in three states and featured six producers — from spring planting through fall harvest including the harsh demand of commercial feedlot operations. All testing was successful and resulted in zero injector fouling issues.
Q: Is the Cummins L10 injector cleanliness test still valid for Cenex Premium Diesel Fuel?
A: No, the Cummings L10 injector test is no longer a valid testing method in terms of a fuel’s detergency capability. A more comprehensive testing method for IDID includes the DW10 & XUD-9 method. For example, the DW10 engine test directly measures engine power, a function of the level of injector cleanliness. The importance of the testing is that it specifically measures the rate of the fuel’s ability to effectively prevent and remove the build up of carbonaceous deposits. Cenex Premium Diesel Fuels pass both the DW10 and XUD-9 engine tests.
Q: Does Cenex® Premium Diesel Fuel pass the National Corrosion Engineers (NACE) fuel corrosion test?
A: Yes. The enhanced additive formulation received an “A” rating, the highest score possible.
FREQUENTLY ASKED QUESTIONS
FREQUENTLY ASKED QUESTIONS
35FREQUENTLY ASKED QUESTIONS
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Q: What really makes Cenex® Premium Diesel better than other fuels?
A: Cenex® Premium Diesel Fuels start with a high-quality base fuel; they’re enhanced with a complete, balanced additive package specially formulated for the rugged demands of diesel-powered engines. Cenex Premium Diesel Fuels are continually tested in the lab and in the field to ensure they’re the best diesel fuels on the market. Plus, they are backed with over 50 years of experience in the industry. We’re so confident in our premium diesel fuel, that Ruby Fieldmaster is backed by the best warranty in the industry — the Cenex Total Protection Plan® warranty.
Q: I’ve been using a regular #2 diesel for years. Why switch now?
A: If your diesel engine is 2007 or newer, it’s likely just a matter of time until problems arise. If your diesel engine was manufactured before 2007, overtime your fuel pump and injectors have become dirty — a gradual, hard-to-notice process that reduces engine performance and fuel economy. Cenex Premium Diesel Fuel will work to clean your fuel system and keep it clean, helping prevent equipment failure, costly repairs and downtime.
Q: I’m ready to make the switch to Cenex Premium Diesel. What do I need to do?
A: For the best (and quickest) results, we recommend replacing fuel filters, and drain and clean storage tanks; however, Cenex Premium Diesel Fuel can be used without any modifications or preparation.
Q: What is CHS doing to communicate about Cenex Premium Diesel Fuels?
A: CHS has a comprehensive plan in place through trade publications, radio advertising, direct mail and more. Specific emphasis is focused on key customer groups: agricultural producers and commercial/fleet users.
Q: What’s the best way to communicate to my customers?
A: A variety of tools are available to help you communicate to current Premium Diesel users, to help convert #2 users to a premium, and to garner new business, too. Visit cenexshop.com for a full assortment of radio ads, radio scripts, newsletter articles, print templates and more!
Q: Does my advertising qualify for reimbursement from CHS?
A: Yes. Qualified advertising using approved materials is eligible for the Cenex® Premium Diesel Ad Share program. Talk with your Cenex Representative for details or look in the Ad Share section of this guide starting on page 20. Approved advertising materials can be customized at Cenex Shop, cenexshop.com.
Q: Where can I find sales materials?A: A variety of ready-to-use sales materials can
be found at Cenex Shop, cenexshop.com.
DOWNLOAD A COPY OF THIS GUIDE AT THE CHS CUSTOMER EXTRANET, CHSINC.COM.
CLICK ON ENERGY > FUELS > PREMIUM DIESEL FUEL.
© 2014 CHS Inc.
5500 Cenex DriveInver Grove Heights, MN 55077651-355-6000chsinc.com
