Tiger Fuel Company’s recent release, about its new rewards focused around its convenience stores, feels like a regular company marketing announcement.  We noticed that it points towards using a rewards announcement for fixing a market misperception about the company’s business model. 

Rewards programs announcements are focused on customers -- and it creates emotion and engagement.  Those two elements are often the most difficult things to generate with brand level messaging.  By leveraging a targeted loyalty program, Tiger Fuel achieves several goals:

1. Creating customer focus (the above mentioned emotion and engagement) around a key brand level message.

2. Going beyond mere words (which often are not effective) to action to demonstrate a commitment to its convenience store line of business.

The signalling effect of rewards is powerful -- aside from their inherent value -- they send a strong message about the type of customers and buying behavior that a company values the most.