GSP To Help Dress Up Irving's BLUEcanoe Concept

Clearwater, FL - June 28, 2005 – GSP Marketing Technologies, the leading provider of Point-of-purchase Marketing solutions for the convenience retail industry, today announced an agreement with Irving Oil to provide custom made graphics standards manuals and printed POP advertising to Irving's BLUEcanoe convenience stores.


The execution of Irving Oil's marketing strategy will be crucial in successfully launching the new BLUEcanoe brand. GSP's Grapchics Standards Manual will help establish brand identity, allowing for precise execution of Irving's POP strategy on a store-by-store basis. The store-level communication provided by GSP's product ensures that Irving Oil's marketing vision is implemented consistently and uniformly at each BLUEcanoe location.


GSP's customized Graphics Standards Manuals provide clients with a total signage management and execution solution customized on a store by store basis. GSP's professionally designed POP production, combined with its advanced POP management capabilities, allows customers to leverage the Point of Purchase advertising effectively, boosting sales and streamlining the procedures involved in the execution of effective POP campaigns. By following the GSP's Graphics Standards Manuals, convenience store chains are able to maintain a professional, uniform visual feel, consistent from one store to the next.


"The heart and soul of most marketing endeavors in our industry, regardless of the size and scope, are lost in translation between the corporate office and the store," said Andrew Daggett, Merchandise Manager for Irving Oil. "The Graphics Standards Manual gives our Facility Managers an easy to use tool at store level to execute our permanent point-of-purchase programs as intended. The manual contributes to solid alignment between our marketing team and our operations people and gives us the consistency from store to store that is so important to us from a brand building perspective."


GSP specializes in helping C-store marketing professionals to increase store sales by tailoring POP programs to the specific needs of each retail location. With tools such as POPManager, a web-based point-of-purchase management tool, and POPRender, the first application to generate 100% store-specific POP placement guides, GSP enables C-store marketers to run highly-sophisticated POP programs that remain under budget and free of store-level execution issues.


"Irving Oil has been one of our most exciting clients to work with, having made extensive use of our Retail Branding Services as well as our POPAssetManager solution," said Jessica Smith, Account Executive with GSP Marketing Technologies Inc. "Having this manual available not only assists Irving with placement of our POP, but also creates greater brand awareness for Irving, as each of its stores exhibits a consistent display of corporate branding. We are excited to be working with a retailer as committed as Irving is to a powerful retail brand and flawless store-level execution."

About GSP Marketing Technologies
With over 30 years of experience in managing marketing programs, GSP Marketing Technologies, Inc. (GSP) offers customers a vertically integrated marketing solution that includes marketing database management, site data management tools, POP engineering services, creative design, print production, logistics management, retail branding, compliance management and campaign / category effectiveness management. Leading retailers and consumer products marketers rely on GSP’s technology to maintain best-in-class marketing programs.


Krista Brechner, Marketing Coordinator - GSP Marketing Technologies, Inc.
Voice: 727-532-0647 ext. 5836