To help ensure the success of this promotion, please follow these important steps below:

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Bartholomew Payne
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1 Dear Shell Wholesalers and Retailers, The Q fuels campaign will launch on Monday, March 5, Our NEW and IMPROVED Shell Nitrogen Enriched Gasolines formula now contains 20% MORE active cleaning agents than before! The point-of-purchase materials will continue to communicate the protection benefit of Shell Nitrogen Enriched Gasolines. After all, no other gasoline protects better! Because your sites are also participating in the Grocer Rewards Program, you will continue to post the grocer signage. The enclosed point-of-purchase (POP) kit is a reduced package of Shell Nitrogen Enriched Gasolines signage. To help ensure the success of this promotion, please follow these important steps below: OBSERVE appropriate safety measures when installing point-of-purchase (POP) materials. POST the NEW Shell Nitrogen Enriched Gasolines POP on Monday, March 5, 2012 by 10:00am. Follow instructions on the enclosed planogram to ensure proper placement. NEW ADVERSAIL YARD FLAG (1 per profile) The 15-foot tall Adversail has been designed to deliver the 20% MORE cleanings agents than before message and capture your consumer s attention. Please review the assembly instructions on Page 12 for proper assembly of the Adversail Yard Flag. NEW PUMP VALANCE CLIP ONS (2 per dispenser) Your kit also includes enough Pump Valance Clip Ons to hang 2 signs per dispenser. Please review the assembly instructions on Page 10 for proper assembly of the Pump Valance Clip Ons. NEW FUELS PRODUCT KNOWLEDGE MODULE (1 in your kit) Learn how to win instantly and up to $2,500 in Shell Gift Cards with your Product Knowledge of NEW Shell Nitrogen Enriched Gasolines! NEW GROCER REWARDS HEADER INSERT (1 in your kit) Your kit also includes 1 Grocer Rewards Header Insert to be placed within the All in ONE Merchandiser Unit. Please review the instructions on Page 13 for proper placement of all Merchandiser Unit items. IMPORTANT SHELL CARD INFORMATION: Your timely compliance with the important Shell credit card instructions below are greatly appreciated by Citibank and Shell. o Shell Drive for Five SM Card, Shell MasterCard and Shell Fleet Card DESTROY all existing Shell Drive for Five SM Card applications, Shell MasterCard applications and Shell Fleet Card applications in your store no later than Monday, March 5, DISPLAY all NEW Shell Drive for Five SM Card applications, Shell MasterCard applications and Shell Fleet Card applications within this kit by Monday, March 5, o Shell $aver Card SM CONTINUE TO DISPLAY all existing Shell $aver Card SM brochures. EXISTING GROCER REWARDS AND MERCHANDISER UNIT MATERIALS: Please review the planogram carefully to ensure you continue to display the correct Grocer Rewards signage and Merchandiser Unit Materials. Keep the momentum of the Drive for Five SM Card Campaign going with the NEW Shell Nitrogen Enriched Gasolines Campaign. We look forward to another successful promotion! Thank you for your continued support. Sincerely, Michelle Liu BTL & National Promotions Mgr. Q1 V _Q1_POG_V2_MECH.indd 1

Q1 2012 Shell Nitrogen Enriched Gasolines KIT CONTENTS Please carefully check that all of your items are included in your kit. The following is a complete list of the kit contents.

2 Q Shell Nitrogen Enriched Gasolines KIT CONTENTS Please carefully check that all of your items are included in your kit. The following is a complete list of the kit contents. Post by 10 am on March 5 Each kit will include the following: * Pole Signs * Curb Signs * Super Pump Toppers/Standard Pump Toppers * L-Bent Inserts (only for locations without pump topper frames) * 1 or 2 Register Toppers * Yard Stake Signs * Pump Valance Clip Ons * Adversail Yard Sign and Hardware * Dispenser Application Holder Graphic Cards * Shell Drive for Five SM Card Applications (pack of 50) 1 Shell MasterCard Applications 1 Shell Fleet Card Applications 1 Shell Drive for Five SM Card Header Card (for Merchandiser Unit) 1 Grocer Rewards Header Card (for Merchandiser Unit) 2 Nitrogen Enriched Gasolines Brochures (pack of 50) Shell Nitrogen Enriched Gasolines Fuel Product Knowledge Module * Depending on your store s specific needs and your store profile, quantities on these items will vary. If you receive too many or not enough of any POP item, please call POINTSMITH at The 1st Quarter POP kit is shipping to some locations in 2 or 3 separate boxes. Although the boxes were shipped together at the same time, you may not receive them all at once. It is possible that you will receive Box #1 first, with Box #2 arriving the following day. This is a very common occurrence in multi-part UPS shipments please allow 24 hours between shipments. However, if your second box does not follow within 24 hours, please call any of the Shell Customer Service Reps at Pointsmith, L-BENT INSERT ONLY for locations without pump topper frames. Grocer Rewards HEADER CARD POLE SIGN CURB SIGN YARD STAKE SIGN REGISTER TOPPER Shell Drive for Five Card HEADER CARD Shell Drive for Five Card DISPENSER APPLICATION HOLDER GRAPHIC CARD Shell Drive for Five Card Shell Fleet Card Shell MasterCard Shell Nitrogen Enriches Gasolines BROCHURES PUMP TOPPER PUMP VALANCE CLIP ON Fuels Product Knowledge Module SUPER PUMP TOPPER ADVERSAIL YARD SIGN & HARDWARE _Q1_POG_V2_MECH.indd 2

BANNER PUMP TOPPER Shell Drive for Five Card HEADER CARD SUPER PUMP TOPPER Shell Drive for Five Card

SHELL NITROGEN ENRICHED GASOLINES Shell Nitrogen Enriched Gasolines HEADER CARD Shell Nitrogen

3 IMPORTANT! Before you install your NEW Shell Nitrogen Enriched Gasolines point-of-purchase (POP): REMOVE the following pieces. SHELL DRIVE FOR FIVE SM CARD AND CREDIT CARD L-BENT INSERT ONLY for locations without pump topper frames. REGISTER TOPPER POLE SIGN LARGE & SMALL BUILDING SIGNS (See page 5 before removing) CURB SIGN YARD BANNER PUMP TOPPER Shell Drive for Five Card HEADER CARD SUPER PUMP TOPPER Shell Drive for Five Card DISPENSER APPLICATION HOLDER GRAPHIC CARD Shell Drive for Five Card Shell Fleet Card Shell MasterCard SHELL NITROGEN ENRICHED GASOLINES Shell Nitrogen Enriched Gasolines HEADER CARD Shell Nitrogen Enriched Gasolines BROCHURE VALVE DISPLAY (if applicable) PASSIONATE EXPERT STAND-UP (if applicable) POP is shipped based on your store profile. Please make sure your profile is correct by visiting Profiles. If your location did NOT receive the correct quantity, please contact POINTSMITH at _Q1_POG_V2_MECH.indd 3

IMPORTANT! CONTINUE TO DISPLAY the following POP elements.

Shell Saver Card sm BROCHURES Shell Family of Cards SIDE PANEL INSERT

UNAVAILABLE SIGNS (as needed) REGISTER TOPPER COLUMN BANNER LARGE &

CUSTOMER SERVICE NUMBER TEARPAD CHANGE MAT BROCHURES PUMP SIDE LUG-ON

permanent decal) PUMP VALANCE DECALS If you do not have hose flag

4 IMPORTANT! CONTINUE TO DISPLAY the following POP elements. MERCHANDISER UNIT MATERIALS $25 Gift Card $50 Gift Card $100 Gift Card Shell Saver Card sm BROCHURES Shell Family of Cards SIDE PANEL INSERT GROCER REWARDS TRIARAMA CEILING DANGLER PID BANNER WINDOW SIGN UNAVAILABLE SIGNS (as needed) REGISTER TOPPER COLUMN BANNER LARGE & SMALL BUILDING SIGNS SPANNER HOSE FLAG INSERT LUG-ON DISPENSER DECAL CUSTOMER SERVICE NUMBER TEARPAD CHANGE MAT BROCHURES PUMP SIDE LUG-ON T-SHIRT SHELL NITROGEN ENRICHED GASOLINES HOSE FLAG FRAME (with permanent decal) PUMP VALANCE DECALS If you do not have hose flag frames or pump valance decals, please call Pointsmith at Hose flag frames are $4 each and pump valance decals are $5 per set, plus handling/freight. Cost is eligible for 50% co-op pending fund availability _Q1_POG_V2_MECH.indd 4

POLE SIGNS If you have POLE SIGN frames, install these inserts in all your frames. If you don t have frames, follow the instructions for WRAP POLE SIGN below.

5 POLE SIGNS If you have POLE SIGN frames, install these inserts in all your frames. If you don t have frames, follow the instructions for WRAP POLE SIGN below. NOTE: Your PID Price Sign should always have primary visibility, with no obstruction of any kind. Therefore, do not place a wrap pole sign on a light pole in front of the PID price sign if it will obstruct the view of the price sign. AND do not place a wrap pole sign ON the PID sign. NEW Shell Nitrogen Enriched Gasolines POLE SIGN ACCEPTABLE WRAP POLE SIGN ASSEMBLY AND INSTRUCTIONS Included in your kit: 1 - Pole Sign Set Cable Ties 2-36 Cable Ties 7.5 Cable 36 Cable NOT ACCEPTABLE STEP 1: On a flat surface, place both signs back-to-back. Note: Do not peel liners from tape squares on back of sign at this time. On one side only, insert 4" cable ties, fasten securely and trim off excess ends. STEP 2: Take sign and remaining hardware outside for installation. Slide sign onto pole through open side. While sign is still at ground level, insert remaining 4" cable ties, fasten securely and trim off excess ends. Thread 36" cable ties through center holes at top and bottom edges. Do not fasten at this time. STEP 3: Slide sign up the pole to the desired height. (You may need some assistance at this point - another set of hands.) Remove liner from the bottom two tape squares and press firmly against pole. STEP 4: While your assistant holds the sign, remove the liner from the top two tape squares and press sign firmly into place against the pole. Pull cable ties securely and trim off excess ends. BUILDING SIGNS NOTE: If only one frame is present, please display your Grocer Rewards building sign. If you have multiple frames, display your Grocer Rewards building sign first, then display the Shell Drive for Five SM Card building sign. Grocer Rewards LARGE & SMALL BUILDING SIGNS Shell Drive for Five SM Card LARGE & SMALL BUILDING SIGNS _Q1_POG_V2_MECH.indd 5

PUMP TOPPERS - SHELL NITROGEN ENRICHED GASOLINES PROMOTION ONLY If your station is only promoting the Q1 Nitrogen Enriched

NOTE: Your kit includes 2 kinds of Pump Toppers: 50% Super Pump Toppers 50% Standard Pump Toppers EVERY PUMP TOPPER FRAME SHOULD

Insert the Standard Pump Topper into one side and insert the Super Pump Topper into the other side.

6 PUMP TOPPERS - SHELL NITROGEN ENRICHED GASOLINES PROMOTION ONLY If your station is only promoting the Q1 Nitrogen Enriched Gasolines, please insert the Pump Toppers in this manner. NOTE: Your kit includes 2 kinds of Pump Toppers: 50% Super Pump Toppers 50% Standard Pump Toppers EVERY PUMP TOPPER FRAME SHOULD UTILIZE 1 Standard PUMP TOPPER and 1 SUPER PUMP TOPPER. Insert the Standard Pump Topper into one side and insert the Super Pump Topper into the other side. SUPER PUMP TOPPER STANDARD PUMP TOPPER POP is shipped based on your store profile. Please make sure your profile is correct by visiting Profiles. If your location did NOT receive the correct quantity, please contact POINTSMITH at _Q1_POG_V2_MECH.indd 6

7 AVOID MIXED MESSAGES ON THE DISPENSER! If your station is currently running a secondary promotion, fill 50% of Pump Topper Frames with Shell Nitrogen Enriched Gasolines Pump Topper inserts and 50% of Pump Topper Frames with the secondary promotion s inserts. Pump Topper inserts for each offer should be BACK TO BACK as shown on the visual below. CORRECT INSTALLATION DISPENSER 1 DISPENSER 2 $ 3 99 Both sides of the dispenser must show secondary promotion Pump Toppers. Both sides of the dispenser must show Shell Nitrogen Enriched Gasolines Pump Toppers. CORRECT INSTALLATION on both sides of 50% of the dispensers CORRECT INSTALLATION on both sides of 50% of the dispensers INCORRECT INSTALLATION Do not display secondary promotion Pump Topper inserts and Shell Nitrogen Enriched Gasolines Pump Topper inserts TOGETHER as shown on the right. $ _Q1_POG_V2_MECH.indd 7

8 Pump Valance Clip On Pump Side Lug-On PID Panel PID Panel PID Banner 5' 7' 5' 7' Hose Flag Insert Dispenser ser Lug-On Decal Adversail Yard Sign Super & Standard Pump Toppers Application Holder Graphic Card Yard Stake Sign L-Bent Insert _Q1_POG_V2_MECH.indd 8

9 Spanner Window Sign Column Banner Column Banner Large or Small Building Sign Pole Sign _Q1_POG_V2_MECH.indd 9

Slide Gripper into position on top of Pump Valance Sign (see Figure A). Align hole in Gripper with hole in sign. 2. From the front, push plastic screw firmly through hole until screw head is flush. 3.

10 PUMP VALANCE CLIP ONS PUMP VALANCE New Pump Valance Hardware! Your kit includes enough Pump Valance Clip Ons to hang 2 signs per dispenser. Also included are 4 plastic Grippers and 4 plastic screws per sign. Important: Clean front and back of dispenser valance before installing sign. Plastic Screw x 4 Gripper x 4 1. Slide Gripper into position on top of Pump Valance Sign (see Figure A). Align hole in Gripper with hole in sign. 2. From the front, push plastic screw firmly through hole until screw head is flush. 3. Repeat these steps with 3 more Grippers. 4. To attach to Pump Valance, align Gripper as shown to bottom edge of the curved portion of the Valance (see Figure B). 5. Beginning on the left side, push Gripper as far as possible up the Valance edge. 6. Continue across until all 4 Grippers are firmly attached. Adjust so that Valance Sign is straight and centered along the curved valance portion as shown in Figure B. 7. Repeat the above steps on the opposite side of the pump. Continue until all the Pump Valance Clip Ons are in place. Fig. A Gripper Fig. B Screw Pump Valance Clip On Sign Pump Valance Clip On Sign NOTE: Pump Valance Signs are included in ALL kits. However, the hardware will not attach to the Silverado Spandral or to plastic Pump Valances with a return on bottom edge. Please dispose of the Pump Valance Sign if either of these conditions apply. If you do not have Pump Valance decals, please call Pointsmith at Decals are $5 per set, plus handling/freight. Cost is eligible for 50% co-op pending fund availability _Q1_POG_V2_MECH.indd 10

L-BENT INSERTS (only for locations without pump topper frames) REMOVE & DISCARD Shell Drive for Five SM Card L-BENT INSERT NEW Shell Nitrogen Enriched Gasolines L-BENT INSERT Insert into existing

11 L-BENT INSERTS (only for locations without pump topper frames) REMOVE & DISCARD Shell Drive for Five SM Card L-BENT INSERT NEW Shell Nitrogen Enriched Gasolines L-BENT INSERT Insert into existing frame. L-Bent Frame YARD STAKE SIGNS The ideal location for Yard Stake Signs is street-side. Signs are double-sided to ensure high-traffic visibility. Use a mallet to drive the wood stake into the ground about inches. Please display the Yard Stake Signs in conjuction with the Adversail Sign as illustrated at the bottom of page 12. Yard Stake Sign At least 10"-12" deep _Q1_POG_V2_MECH.indd 11

ADVERSAIL GROUND MOUNT INSTALLATION INSTRUCTION Adversail Pole System Mounting Ground Stake Setup 1. Take 3-Section Pole System and slide aluminum pieces together, making 1 long pole.

12 ADVERSAIL GROUND MOUNT INSTALLATION INSTRUCTION Adversail Pole System Mounting Ground Stake Setup 1. Take 3-Section Pole System and slide aluminum pieces together, making 1 long pole. Whip is inside pole section. 2. Take Steel Whip section and slide into top end of pole. 3. Starting at bottom, insert Steel Whip end of pole into flag sleeve until Steel Whip hits end. Attach clip on bottom of flag to metal ring on flag pole. 4. Install mounting system to ground securely. 5. Insert Ball Bearing side of pole into Mount until both bearings are inside of Mount. 6. Insert locking pin into Mount to secure flag. Removal 1. Remove locking pin and pull flag from Mount. 2. Unclip flag and slide off pole. 3. Collapse Pole System and remove Mount from ground. Flag should be removed in case of high winds (excess of 20mph) to prevent damage to flag. NOTE: Please display your Yard Stake Signs and Adversail Sign in the following manner: 5' 7' 5' 7' Warranty will be null and void if the product is left out in inclement weather to include winds above 25 miles per hour as indicated in the instructions. For Best Results 1. Bring pole and flag in when winds are higher than 20mph 2. Collar on the end can be loosened with a screwdriver and adjusted for correct tautness of flag. 3. If the ball is not on the end of the whip, the tip will also cause wear and tear on the end of the flag. 4. The AdverSails are machine washable. 5. If there are any questions you can call or CrystalSikora@sbcglobal.net Yard Stake Sign Adversail Yard Sign Yard Stake Sign _Q1_POG_V2_MECH.indd 12

DISPENSER APPLICATION HOLDER GRAPHIC CARD Replace the Shell Drive for Five SM Card graphic card with the enclosed NEW Shell Drive for Five SM Card graphic card.

13 DISPENSER APPLICATION HOLDER GRAPHIC CARD Replace the Shell Drive for Five SM Card graphic card with the enclosed NEW Shell Drive for Five SM Card graphic card. REMOVE & DISCARD OLD Shell Drive for Five SM Card Graphic Card NEW Shell Drive for Five SM Card Graphic Card Top View of Vertical Application Holder NEW Shell Drive for Five SM Card Graphic Card Insert Graphic Card first, and ensure it slides into the front slot position. NEW Shell Drive for Five SM Card applications go behind graphic card. One pack of applications will fill two application holders. IMPORTANT! In order to prevent customers from taking the graphic card rather than an application, ensure that the graphic card inserts between the front slots of the application holder. REMINDER: Replacement application holder lids are available for purchase. Please contact Pointsmith at to place orders. The cost is $2.95 plus freight and handling. REMOVE & DISCARD OLD Shell Drive for Five SM Card _Q1_POG_V2_MECH.indd 13

COUNTER AREA P.O.P. REGISTER TOPPER (T-Channel is already attached) 1. Determine position on register with highest customer visibility (left, right or center). 2.

CONTINUE TO DISPLAY Grocer Rewards REGISTER TOPPER NEW Shell Nitrogen Enriched Gasolines REGISTER TOPPER REMOVE AND DISCARD Shell Drive for Five SM Card REGISTER TOPPER NOTE: The back of the REGISTER

FUELS PRODUCT KNOWLEDGE MODULE Fuels Product Knowledge Module NOTE: Please display the Fuels Product Knowledge Module in a safe place behind the counter area for staff members to easily reference

14 COUNTER AREA P.O.P. REGISTER TOPPER (T-Channel is already attached) 1. Determine position on register with highest customer visibility (left, right or center). 2. Clean area where T-channel will be applied. 3. Peel off tape liner and attach T-channel to register in desired position. CONTINUE TO DISPLAY Grocer Rewards REGISTER TOPPER NEW Shell Nitrogen Enriched Gasolines REGISTER TOPPER REMOVE AND DISCARD Shell Drive for Five SM Card REGISTER TOPPER NOTE: The back of the REGISTER TOPPER highlights product and program information that can assist staff members with answering questions from customers and Shell mystery shoppers. FUELS PRODUCT KNOWLEDGE MODULE Fuels Product Knowledge Module NOTE: Please display the Fuels Product Knowledge Module in a safe place behind the counter area for staff members to easily reference important information about the NEW Formula in Shell Nitrogen Enriched Gasolines and answer questions from customers and Shell mystery shoppers. Plus, this module also explains how to win instantly and up to $2,500 in Shell Gift Cards with your Product Knowledge of Shell Nitrogen Enriched Gasolines! REMOVE AND DISCARD VALVE DISPLAY ENSURE that the valve display you received during the 2007 Stop Gunky Build-up campaign has been removed from the transaction area _Q1_POG_V2_MECH.indd 14

15 Merchandiser Unit How to arrange NEW Shell Gift Cards, Applications and Brochures: NEW Shell Drive for Five SM Card POP 1) Insert the NEW Shell Drive for Five SM Card Header Insert in one side of Header Card holder 2) Display the NEW Shell Drive for Five SM Card, MasterCard, and Fleet Card applications as shown 3) Continue to display both Shell Family of Cards Side Panel Inserts on each side of the unit as shown 4) Continue to display ALL $25 Gift Cards on both Gift Card arms on this side of the unit as shown 4 $25 Gift Cards NEW Shell Drive for Five SM Card 1 NEW Shell Drive for Five SM Card HEADER INSERT 3 Shell Family of Cards SIDE PANEL INSERT 2 NEW Shell MasterCard NEW Shell Fleet Card 1 NEW Shell Nitrogen Enriched Gasolines POP NEW Grocer Rewards HEADER INSERT 1) Insert the NEW Grocer Rewards Header Insert in the other side of Header Card holder, behind the Shell Drive for Five SM Card insert. 2) Display the NEW Shell Nitrogen Enriched Gasolines brochures and continue to display the Shell Saver Card SM brochures as shown 3) Continue to display both Shell Family of Cards Side Panel Inserts on each side of the unit as shown 4) Continue to display the $50 and $100 Gift Cards on both Gift Card arms on this side of the unit as shown 4 $100 Gift Cards $50 Gift Cards NEW Shell Nitrogen Enriched Gasolines BROCHURES 2 Shell Saver Card SM BROCHURES 3 Shell Family of Cards SIDE PANEL INSERT Continue to Display the Merchandiser Unit on the front counter by the register once updated and completely filled. For questions about Shell Gift Cards, including the new Auto-Replenishment Program, contact Royal Performance Group (RPG) at To order additional credit card applications, merchandiser units, or Shell $aver Card SM brochures, contact Pointsmith at _Q1_POG_V2_MECH.indd 15

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Please follow these important steps to help ensure your site is ready to communicate this campaign to customers:

Please follow these important steps to help ensure your site is ready to communicate this campaign to customers: Dear Shell Wholesalers and Retailers, This year, we will use our best, most advanced gasoline to showcase our over 100 year commitment to high quality fuels research, development, and innovation. The Shell