Greg Wehr

In an unusual motion that will be argued Tuesday in Jefferson District Court, defendant Gregory J. Wehr, a global marketing executive for Shell Oil Co., says that by going to MADD, the officer attempted to affect a case's outcome -- conduct that is "outrageous at best and criminal at worst."
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The case began on May 2, 2008, when Koch pulled Wehr over on Taylor Boulevard after seeing him weaving and driving in the center of both northbound lanes.
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As allowed under state law, Wehr demanded an independent blood test, and Koch took him to University Hospital.
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But under a longstanding policy, that hospital doesn't perform blood tests in DUI cases, and Koch refused to take Wehr to a second hospital.
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"This peace officer and MADD put themselves above the judge, jury and prosecutor," Wehr wrote.
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Harralson concedes that Wehr got a fair trial but says the only remedy for the officer's "serious misconduct" is for the verdict to be set aside or for Koch's testimony to be suppressed and his client given a new trial.
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Cooper said Wehr can't complain about the MADD letter because Armstrong recused himself and Conliffe didn't know its contents.
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Gregory Wehr was convicted of drunken driving.

Increased loyalty literally pays off, as Greg Wehr, loyalty marketing manager, explained: "On average, Shell-branded cardholders purchase 2.5 times more Shell gasoline per month than non-branded cardholders who fill up at Shell.
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Greg Wehr

"Branding is a pretty high priority" of Shell Credits, says Greg Wehr, manager of loyalty marketing for Equiva.The company also wanted to ensure the program was easy to use, offered a relevant reward structure and valuable rewards with reasonable attainability, and that it ters of his or her AAA renewal through the program.

"We put together two things people needed," he says."We looked at airlines, we looked at grocery programs, we looked at membership programs.We looked across the gamut.We wanted to align ourselves with a brand we can trust and that is really relevant to our category."Focus groups and individual interviews with consumers led Equiva to AAA.

The brand equity in AAA is tremendous, Wehr says.Since 1902, the auto club has signified security, safety, and trust - "the things we want Shell to stand for," he says.

The partnership also enables Shell to make hundreds of thousands of brand impressions immediately, rather than delaying brand impact for months while members sign up for the program.

Shell Credits already has members through the free, automatic enrollment of the 385,000-member AAA Cincinnati database.

If successful, the rewards program will roll out nationwide to 24,000 Shell stations in April or May, says Wehr.The company already has inked a deal with the national AAA based in Heathrow, Fla., which has than 60 chapters and 42 million members across the country.One in five drivers in the United States is a AAA member.

Rather than introducing a new card product, Equiva relies on its established Shell cobranded (in classic and platinum from Chase Manhattan Bank, New York), other branded and private-label credit, prepaid, and debit cards as well as cash transactions, inviting all AAA Cincinnati members to swipe their magnetic-striped membership cards to register the reward.Two and a half percent of each sale is credited toward AAA annual fees, which average about $60.Special offerings may be available periodically to AAA members who also their Shell cards to make purchases.
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At press time, Wehr was unwilling to comment on early data that point to the progress of Shell Credits but said Equiva's brand tracker would be used to measure AAA member customer satisfaction related to the Shell brand."We expect to see some noticeable benefits within a four- to six-month period," he says.

Equiva and AAA engage in cross promotions to get the word out, including advertising in AAA Cincinnati's magazine, direct mail campaigns, and point-of-sale advertising at participating Shell stations.Shell planned to launch heavy radio advertising in January to support the program.

Shell will begin another loyalty card program at the end of March or beginning of April in two cities yet to be determined.The details of the program are still in development, but Wehr promises the second trial will be even juicier than Shell Credits.

And the loyalty programs are just part of the brand marketing mix."A loyalty program in and of itself will not be the sole reason for achieving your branding goals," he says."It is a way of providing a suite of products customers are looking for."

Greg Wehr, manager, loyalty marketing at Shell Oil Products, said the direct mail program was an important part of the integrated marketing campaign.

"A national advertising campaign introduced Shell V-Power to the public, and we were able to successfully build on the consumer awareness to ensure the direct mail piece stood out," he said.

Greg Wehr, Shell Oil's Director ofLoyalty Marketing, concurs."We have made a significant investment in improving our analytical decision processes over the past few years and will continue to do so because we've seen first how our resource allocation strategies have created a better return."He added "I think there's a great need for a Magazine like MarketingNPV to keep pushing marketers forward to improve upon their instincts."

Gregory J. Wehr Manager, Loyalty Marketing Shell Oil Products